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The assumption "if he knows SEO, why the hell would he charge other people and not work on his own websites" is stupid.
I ran an SEO / New Media agency for 2 years. We did our own projects, but most of the revenue came from clients which we did SEO for.
If you know how to build a palace, it doesn't mean you'll live in one. What we did was specialize in actual SEO - and didn't like to get involved in other aspects of running an online business.
You might think that we could easily build hundreds of landing pages, put up our affiliate links there and be filthy rich.
Yes, that is true -- but instead we opted for building long term relationships with respectable brands, and offered more services on top of SEO -- and they kept on coming back.
And we got a lot of clients on forums.
In regards to "pay me $20 and I'll tell you how to become a millionaire" - I made my first REAL money after buying an ebook like that in the early days. And I still buy these types of ebooks on a regular basis - and exchange copies with other webmasters. Any method can work if you apply it properly. Some I use, some not. Some work, some don't.
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