You work hard to brand your business and its important to use that brand equity by investing in Search Engine Marketing. The worst thing that could possibly happen would be to run an aggressive advertising and branding campaign and when someone goes to Google, Bing or Yahoo to search for your business or service your competitors pop up.
On the flip side, what a great thing to do to your competition. Search Engine Marketing can be one of the most powerful tools in your marketing arsenal if you hire a company that understands how to position you and your business.