Hooked us up with a firm that said they were working on improving our SEO. However, we had no idea what they were doing every month (links, content, technical?) and their monthly report was simply a list of long tailed key words that were on the first page of Google. Never mind the most important key words and the lack of progress being made with them. They fit right into the stereotypical SEO firm that they like to criticize. Smoke and mirrors and a lack of transparency.