Experience in competitive niches, there are plenty of "Seo experts" which can achieve local or long tail results but a very small amount have experience in a competitive niches which sets apart those that can do the job properaly and manage tasks.
Everyone learns from there mistakes, i would encourage everyone looking to get into SEO to pick a competitive and experiment on their own sites, once they have some kind of achievement then and only then should they consider taking on clients.
There is a difference between reading about SEO and getting advice , to actually understanding the limits.
Yeah adam is right. Everybody wants to get top in seo, but a few get this position because it have a lot of experience about good things as well as bad things. Bad things teach you how to tackle situation.
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