The NSW Office of Fair Trading has issued a warning to businesses about signing up for Search Engine Optimisation (SEO) services without looking into the SEO provider first. Many of these services promise to get you on the first page of Google but often don't deliver - charging hundreds or even thousands of dollars for the service.
Many SEO providers still use archaic methods which worked a few years ago but have little effect today. The algorithms behind search engines have gotten smarter and the old methods simply don't achieve results now - metatags, automated random backlinks and rehashing content. Unfortunately many SEO providers still use these methods that haven't worked since Google's update in 2012.
Today, improving your search rank involves improving your content, ensuring keywords you want to be found under are in text not hidden in images, regularly updating your site and making use of blogs and social media to get your website out there. These are all activities which can be done for just a few hours a week without spending thousands on something which can't realistically guarantee results.