There is a lot of speculation as to why some effective SEO companies get such good results while others that are not as effective continue to struggle with little or no movement in rankings. This is largely due to the fact that most companies that do search engine optimization do not have a very good understanding of what exactly they are doing, and why rankings are achieved with certain techniques. Simply reading how to do it is not going to give you the tools that are necessary to actually accomplish the goals set out by your client, and most times you are going to find yourself spinning your wheels and wondering why you are not achieving results. You need to pay attention to the landscape of seo constantly, and always be aware of the latest changes in the search engine algorithms. This is the only way to stay ahead of the competition.