well, sometimes it's even a more or less sophisticated scam (blaming it on idiots is too short sighted) a simple blueprint of the most common seo scam: 1) sel

well, sometimes it's even a more or less sophisticated scam (blaming it on idiots is too short sighted) a simple blueprint of the most common seo scam: 1) sell them something external that does not create additional work for the client and assign value to it i.e.: links, linkbuilding services, tools, ... 2) disable feedack loops (it takes x month until you see an impact, introduce "magic numbers" seo tools) 3) wait & take money (a.k.a. deplete ressources that the client might use for otherwise improvement) 4) trigger value creating project i.e.: better targeted title tags, sitemap.xml, responsive, webperformance, ... 5) see immidiate benefits 6) assign impact to 1) 7) addiction / lock-in cycle completed