First principle, identify a SEO with a reputation in the market that stands - all SEO is very happy to provide references and a detailed list of the services provided with a clear fee structure for his work. If they can not or do not want to avoid like the plague, if not the core support as a potential trading partner, which will be as loose in your customers? Safety for you
There are also some unethical SEO techniques used by companies that you should be aware of. Methods such as the use of link farms, "hidden" text in website marketing the printed content is the same color as the background and even some of the tactics of a user on a website completely different from what they wanted.
These techniques are known as "Black Hat" and the search engines may penalize a website that uses such methods or remove them from the search seo services in usa engine altogether - in February 2006, Google's BMW and Ricoh Germany for use of deceptive practices black hat.
A "white hat" techniques related practices. It is considered unethical or misleading and the rules and conditions of service, as determined by the search engines is White Hat is not fleshing site users. The search engines themselves and promotes access and use a client
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