Working with an SEO service can be great for a company trying to understand its target audience. Content improvement relies mostly on the inclusion of relevant search strings or what are called keywords. It is this content that search engine spiders tag as relevant. Once you are amongst sites with relevant content, it is important to have as much sites giving links to your site to improve your popularity rating. It is important to remember that most search engines are constantly evolving tools to stay one step ahead. This is why it makes sense to engage the services of a consultancy to keep your submissions and links up-to-date.