The world of Organic SEO is unfortunately littered with fly-by-night companies, self-proclaimed "SEO Experts" with no qualifications, and enough myths and urban legends to make your head spin! SEO is an inexact science primarily because of the secrecy of the algorithms the major search engines utilize to determine where your site "ranks" for specific search terms. The SE algorithms are not simple mathematical formulas, but actually take into account hundreds of factors, some you can control - others you cannot, which will ultimately determine where your website will appear in the search engine results (SERPS) The rules can change weekly or sometimes daily!