Summary by Kevin Woolsey of Google's Advice Page
Who to hire? Potential advantages for website owners. Organic vs. paid. How search engines work. How search engines crawl sites. Ask for examples of SEO's work. What techniques do you use. Some offer value, some will give you a black eye. Beware of scams. Beware of secrecy. Many directories are usually useless.
Some create illusions. Shadow domains. Doorway pages create hidden links to multiple contents. Trust your instincts. It is OK to walk away. Report deception to Federal Trade Commission.
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