It is said that Search Engine Optimisation (SEO) is more of an art than a science.

Why would that be?

Well, first of all, there is no magic bullet for SEO. If a company promises that they will get your website to the top of Google in a matter of days, run away. This company either does not know the slightest bit about SEO, or more likely, they are Black Hats. Black Hat tactics are the opposite of White Hat tactics. Without elaborating too much, this essentially means that dubious methods are used to improve your ranking, such as putting your link up on link farms or trying to trick Google through sneaky redirects. These efforts might have a positive short term result, but as soon as Google or any other search engine picks up on this, your site will be BANNED. By this time, the Black Hats have already taken your money and are long gone.

So what would White Hats (the good guys) do? Essentially, SEO is all about content. If your site does not have good, relevant, targeted and fresh content, then search engines will not rank it...