I wish I new what to do about SEO too. I recently had a cold (phone) call from a SEO company and the guy spent about an hour the phone with me discussing ways to improve my website (actually showing me the areas on my website that needed improvement) and I was so tempted to go with them but for a couple of things (I didn't even consider it for eBay as I thought eBay took care of that side of things as part of our fees) - he was ringing from India and after the Microsoft con I am very wary of cold calls and I am sorry to say Indians (not a racist comment but as a result of the Microsoft con - these people were from India) and also he wanted to charged me $1500 a quarter. I have no idea if this is a reasonable or exorbitant price and how measureable the results should be - he said I would not see an improvement in sales/traffic for at least 90 days.  I also get many emails with people offfering SEO services. Basically I don't know who to trust but I do recognise that it would be a good idea. Anyone else have any experience with SEO's?