When you hire an SEO firm, you should expect a certain level of service and success. No company can guarantee number one rankings in a search engine (and if they do, they should be treated with suspicion), but it is possible to use some techniques that are sanctioned by the search engines to increase your relevancy to certain keywords and climb the rankings in a natural and valid manner.

An ethical SEO firm will be able to help your company target the right keywords and build a strong presence on the search engines. They can help you review your site and develop an effective structure, and even help you create the content that will work for human visitors and the search engines. You have to impress both if you want to succeed online.