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Yep - what Mark said is general but spot on.
I would diverge with him on the importance of the "alt" tag versus the "title" tag (though I'd use both), but otherwise it's true.
SEO is simple and straightforward work; you shouldn't have to spend thousands to get a guru to blow you some smoke. Organic work is best, long term; if you can't do it due to time or knowledge, hit me up and I can refer you some simple and straightforward optimization craft work.
:D
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