Be forewarned, the industry may offer a significant degree of pain & heartbreak. I am so glad the game was much easier when I got started. :D
We offer a fairly comprehensive directory of SEO tools here.
News & Notes
Aaron blogs somewhat irregularly here, but no longer accepts client projects.
SEO Philosophy: Brand, Brand, Brand
While we understand established players re-investing in SEO, we no longer recommend most new businesses consider serious SEO investments unless they enjoy strong distribution via other channels, as search relevancy has largely been reduced to a game of confirmation bias.
In competitive markets, brand awareness has replaced relevancy as a core driver of rankings.
In markets with less competition Google is still re-routing a large portion of search demand through their vertical offerings like maps & they are testing making local search pay-to-play on a category by category basis, starting with hotels & moving into home services.
Growth & Opportunity
If you are in a market where regulators actually regulate there may still be significant opportunity in search, but organic search is a shrinking market inside the United States & that will only get uglier whenever the next recession comes.
As a general rule of thumb, it is far more enjoyable to work in growth markets rather than markets in terminal decline.
what you get
When you SEO
Totally Arbitrary selective ex-post-facto enforcement of guidelines!
LendUp's doorway pages
Justification for duplicity.
Wild algorithmic swings.
Responsive AMP Plus HTTPS ... arbitrary complexity to increase the chunk size of competition & defund SEO.
Ad-heavy search results driving organic listings below the fold.
"what you want to do, is sort of break their spirits." - Matt Cutts