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Make sure your testing is controlled and be sure to document and measure everything.
Word Tracker - The keyword research tool for serious SEO and SEM practitioners.
TNT Guide - This is the "Totally Non Technical Guide" To SEO and SEM. A great read if you plan on trying it yourself or if you want to make sure your SEO work isn't missing anything important.
Hot Bot - This search engine was rated very highly for several years. Now it is a cool SEO tool because it meta searches four of the best 6 search engines. It is a great place to quickly see where you are positioned for a keyword phrase in just the most important SE's without having to run a search engine position report.
Rank Quest Toolbar - If you are doing it yourself, this seo toolbar has lot of goodies that I use daily in my work. Great job RQ!
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