Search engine optimization companies can help you focus your marketing efforts on the Internet towards products and services that have the highest return. This allows you to treat all your products and services equally, and thus all keyphrases. You may have two business lines, one of which is 30 percent and the other 70 percent. Your keyphrases will focus too much on the business that nets 30%, which can lead to a drop in overall margins. Focusing on the company that nets a higher percentage will result in an increase.