Last week, I heard from a very frustrated prospect. This nice man had been working with a SEO firm for a few months. The firm had been doing all the back-end stuff that needed to be done: Cleaning the code, creating new Titles, building links and generally sprucing up the site. In general, the company did an OK job making the site more visible to search engines. But here's the thing: The prospect comes from a marketing background. He knew his existing copy didn't "pop.