SEO Scams to avoid:

Due to the industry being in it’s infancy, unfortunately too many sales organisations have been formed on the sole basis of generating profits through selling seo services. This has resulted in many companies across the UK unwittingly using organisations who use their own methods, rather than follow Google guidelines.

Here is some feedback Google have to give on this subject:

Source

SEO or Search Engine Optimisation is a profession, no different to any other service you may use as a business. You should therefore be confident your service provider is following best practice guidelines and providing you with a good return.