If you're hiring someone to do SEO, they need to not only implement SEO tactics (like you say, URL's, title tags, robots, GWT, etc.), but also create a surround

If you're hiring someone to do SEO, they need to not only implement SEO tactics (like you say, URL's, title tags, robots, GWT, etc.), but also create a surrounding SEO program/strategy. Doing things like keyword research, selecting keywords to target audience segments, measuring the effectiveness of the targeting, etc. is all part of what an SEO should be doing. You're not simply optimizing SERP rankings as much as possible. A good SEO should be able to bring in results and measure that their plan that brings in 10k visitors and results in $10k in revenue is superior to the plan that brings in 100k visitors but only 5k in revenue. For these reasons, I think it's completely unjust to call SEO work beyond tactical implementation "snake oil". Sure, there are less-than-honest people calling themselves "SEO Specialists/Strategists/Ninjas/Whatever", but if I'm a company hiring an SEO, I expect MEASURED business results in return and scrupulous and honest contractors, employees, and agencies should be able to deliver that.