If you search the Web you can find hundreds, if not thousands, of SEO companies making sweeping promises about what their services will provide: "#1 on Google", "top ranking in search engines", "rank #1 for every keyword". You name it, if it sounds to good to be true, it is too good to be true. But now, these scam artists are being sued in court. SEO is more an art than a science, and techniques that work one day might not work the next. And tricks that are fine in one search engine might get you banned from another.
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That is so true, Jenn!
For years I have been advising that SEO promises that sound too good to be true probably are, and to avoid “tricks” in favor of good old White Hat strategies.
Many of these “promisers” can achieve top placement for an obscure phrase only tangentially related to your site, and that is how they claim to deliver.
As they said in ancient Rome, “Caveat emptor.”
A few years ago I was contracted to (ghost)write an article on PHP and SEO, in which I reviewed good general SEO practices, and although it does not bear my name, this article remains very popular today.