SEO can harm as well as heal, as it were. I am aware I can ruin a business as well as add millions on to the bottom line. I take the responsibility given to me by a client seriously but I know not all do. I'd like to see standards not as exclusionary but as simply something everyone must achieve to call themselves an SEO.

If a PR professional had jumped into a time machine in 2008 and landed in 2012, they would find themselves lost and unemployable. That's because the way customers interact with organisations has changed beyond recognition and the traditional marketing communications model is now all but redundant.

Do you have loads of ads at the top of your web pages? Time to make some changes.