When it comes to SEO, everyone seems to be an “expert” or “guru”. Which is odd – you don’t get “expert” web designers or copywriters.
SEO is shrouded in mystery and often conflicting theories – and because so few clients have a thorough understanding of how the web works, they are left wide open for abuse.
One simple way to see if your SEO Expert’s actions match their words is to see how they perform on Google themselves. Then go to their portfolio and see how their client’s sites are doing.
I am in the top 5 for all my main targets “web design leeds” etc. and for countless other search phrases.
I get pretty good results for all my clients just through common sense and building the sites right. There is no great secret to it: research the search phrases that you are going to target, and then build the structure and create the content to target them.
I think it’s common sense. My clients like this common sense approach because it generates leads and sales. If you want anything more than common sense, then you’ll have to consult an “expert.”