"Search Engine Optimization (SEO) isn't a secret recipe for making magic Internet money. Top search results cannot be bought, they must be earned.
"Charlatans and sharks online will gladly take your money for doing absolutely nothing while spewing jargon your way. Some of these folks are wily and cunning, making them more difficult to spot. Here are some warning signs to look for."
Excellent article at The CMO Site by Michelle Greenlee says things I've said to friends and colleagues for years. You should read it.