Don’t think you’re smarter than Google and risk making an enemy of them – that’s my motto.
Check out this short video from Google which explains in a nutshell what to do and what not to do if you want to improve your websites SEO and its position in the Google search rankings. It’s not rocket science but it requires experience to understand the tools you use otherwise if you cross the line that Google has drawn because you think you know better you will risk getting your website banned from Google entirely. That’s just one reason why you should think carefully before handing over your business’ website to an SEO ‘expert’.
Personally, I find a good rule of thumb is to avoid ‘designers’ who travel on skateboards and wear short trousers to meetings.