My older neighbor is having a company build a new website for his business, and received the following in an email from them. I'm not well-versed in SEO, but it pinged my BS-meter, what do you think?

We will use the same URLs when possible. We are very conscientious of managing ranking during transition. You have not done any SEO (Search Engine Optimization) on the WIX site. So there are no worries about transiting back in data that drives SEO.

As part of the next steps, we will discuss how to drive traffic to the new site. This is done through Search Engine Marketing (SEM) and includes activities such as AdWords, YouTube, etc. This is the short game. We will also discuss SEO or organic search engine ranking. This is the long game.

My understanding was that SEO is largely based on the keywords used, content pages, backlinks, and metatags, so I'm confused by what they mean that there is no current SEO data. Also, his current website scores a 98 in SEO on lighthouse, and clients tell him all the time that he is the first local company that pops up in results.

My neighbor has had some reservations about using this company, so I was just hoping to offer some advice on what questions to ask the company, etc. Thanks for any help you can offer

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