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They may give you a list of suggested changes or may edit the site themselves, based on the tier of Seo services you signed up for. Your site will probably need minor changes to the meta tags and titles and larger changes to the site content to improve keyword density and targeting. Your site may also need restructuring to make it more easily readable by spiders (the programs search engines use to index the Internet). New content may also be necessary to improve your site's strength in a certain topic and to keep your site fresh. Most businesses are too busy to keep a steady stream of new content ready for site updates.