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There are also very important methods that are beyond normal SEO for clients and, in fact, way past the normal "do-it-yourself" SEO that's needed for decent ranking nowadays...
Some important areas miles past do-it-yourself SEO might include:
1) page structuring
2) external links (including theme-based anchor linking structures used from competitors websites)
3) server structures - this effects SEO more than most people realize
4) in-depth competitor analysis (disecting their rankings - why are they there?)
and so on...
It is very hard to get jazzed up with someone else's products/services - I agree. But simple SEO as most people know and engage in is, in my opinion, half past dead anyways.
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