There is no black art to search engine optimisation (SEO). There never was. It’s true that there are no published rules, and that even the top experts disagree slightly on the most effective way to allocate their efforts. But nobody has a ‘secret sauce’ which they can sell you.
Despite this, thousands of businesses hand over money every month to their website designers or to independent specialists to ‘do SEO’ on their website …without being told what work has been done. And it doesn’t take a genius to work out that when you pay someone to do a task whose results can only be quantified a long time after the event (if ever), and can’t see what they’re doing, they’re probably not doing anything at all.
As I’ve said again and again, if you’re spending money on SEO services, you must demand a monthly breakdown of exactly what work was done. Or just do the job yourself. I’ll point you in the right direction tomorrow.