Many SEO'ers come unstuck as they are not dedicated to the topic or subject matter. Let me explain....
If you out-source your website optimization then you are giving your shop and the contents to someone who probably doesn't understand your industry. If you sell flowers on your site, and ask a company to create a landing page to get up the rankings for 'flower delivery manchester', then there is a good chance the company you use would not know where to start. For this reason they would probably fill the page with a few keywords they think are relevant, then fill the rest of the page with generic rubbish. This is not good seo practice and never will be!
Think of your keyphrases, decide on the density then write some good content - you know your business better than anyone- and Google loves fresh, new, appropriate text.
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