SEO is a broad topic because of how many pieces of information, tactics and techniques are available. When looking for a top SEO firm you should have a basic understanding of SEO including the structure of a website and the technical tactics that are used by SEO specialists to rank a website, on page SEO; use of things like html tags and Meta information, and off page SEO tactics, such as link building. You really don’t want or need an SEO firm that is one dimensional i.e.; a firm that does not take a holistic approach to marketing your website, you always want your marketing campaigns to be an array of different things. You also need to try different marketing strategies, for example, when dealing with a new SEO campaign it is wise to combine a link building and content marketing campaign with a solid social media marketing strategy, this way you will get the greatest bang for your buck!