The price mentioned there is for vBSEO, basically a vBulletin add-on, only. You will need to purchase a separate license for vBulletin on their web site.
vBulletin is the actual bulletin board software, based on non-encrypted PHP scripts. It is very easy to extend through plug-ins (or so-called "products"), and people find it easy to use as the concept is familiar to everyone who's ever used a discussion board of some kind. vBSEO is a set of plug-ins for vBulletin that extends vBulletin's SEO features (canonical "SEO-friendly" URLs, better social services interaction etc., keyword-rich descriptions, text replacements, methods to overcome duplicate content penalties etc.) --- it's the no. 1 choice for most vBulletin admins.
vBulletin (also running this site) & vbSEO are probably the best choice if you intend to start from scratch. At least vBSEO has helped me a lot on my own projects...







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