When they try to manipulate rankings, Google doesn't like that.
Google's retaliation is Swift and Fierce, and YOUR SITE just might get de-listed.
Why do you think Google keeps making all those Algorithm changes? Think about it, every few months there is another major update. Then the webmasters scramble, the SEO guys renew their calls to you, the cycle repeats.
Google does this to STOP the SEO scammers from forcing artificial rankings. Granted the majority of them have very little effect but for those that do, Google doesn't like it when folks don't follow the rules and their retaliation is SEVERE. They are now starting to delist sites that don't comply and if you are delisted from Google you may as well close the doors.
But these scammers don't care because it's Your Business that gets delisted, not theirs. They already have the next sucker lined up.
Very Few of the SEO companies out there know what they are doing and actually follow the rules but your odds of finding one are slim.
Note: We link to the Rules of Engagement twice, it's that important.
Google no longer uses Keywords.
If your SEO sales person is talking keywords, you have just identified a Scammer.
This is so critical it will determine the success of your business.
NOTE: All those shrink to fit, go mobi and redirect to mobile sites will Kill your rankings.
Having your own video is Critical.
Video has become such a big part of our daily lives it's now MANDATORY.
Having the https:// on your site is now a Very Big Deal.
When Google sees a site without this they display a Large Red Warning that scares customers away.
You saw the S.E.O. Scams above and if not, check that out.
One thing you may not know, most of these scammers use the Free Google Tools and then turn around and charge you.
This section may shed some light on the issue.