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Great post on SEOMoz’s YouMoz by Mukesh Mani - 8 SEO Facts You Should Know Before Taking Up an SEO Service

Go read the whole thing to find out more about:

1. SEO Cannot Guarantee Results
2. Keywords Don’t Remain Within the Top 10 Forever
3. Rankings Can Fluctuate at Times
4. Page Rank Has Got Nothing to do with Rankings
5. SEO is Not About Mass Link Development
6. SEO is Not About Directory Submissions or Article Submissions
7. SEO is Just Like Website Maintenance – It’s Ongoing
8. Slow and Steady Wins the Race