In many ways, I view Search Engine Optimization and its “experts” as modern day snake oil and snake oil salesman, respectively. There are far too many people out there that express that they are experts that end up duping gullible clients into thinking that they will score the world for them.
Clients should know that there are practical steps that can be taken to potentially help their site rank better but there aren’t any guarantees and should never be signed up for if guarantees are offered. There are practical things that can be done to make your site look its best for search engines and users alike but they aren’t anything that a client couldn’t research and/or do themselves. I offer my clients the service of SEO but never at a price that many “experts” claim to get and never any guarantees of positioning.
My services include: helping to draft quality content, searching and targeting good keywords, educating the client on the positive aspects of quality inbound/outbound links and helping them to understand how to use social media for positive results and not just wasting time or spamming potential clients.
Other than that, there’s not too much more that Google or any other search engine cares to see. There as open about it as they can be without giving too much away for people to figure out ways to scam them into high rankings.
Which leads me to this, a nice little infographic from SEOmoz today portraying most of what I already thought and outlined above. This SEO oil is a cure all.