Bad SEO is less expensive than good SEO. Bad SEO may "help" your site achieve search engine visibility for a short time. But it does long-term damage to a website. Google, the #1 search engine, uses advanced artificial intelligence to both rank websites and to learn over time when someone is trying to manipulate the rankings. If Google finds that your SEO is trying to manipulate the rankings, they don't punish the SEO professional. They punish your website. You may then have to hire someone to undo what the bad SEO practices did at a significant cost to your business. You can spot bad SEO because it makes big promises well-below the cost of good SEO. The most cost-effective SEO is good, aka white hat, SEO. Let's look at what goes into SEO cost. White hat SEO is a larger investment with a higher rate of return that will not harm your business.