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As an SEO agency, we often deal with clients who’ve been previously burned by some of the less morally-conscious operators practicing within our industry. These rogue SEOs are known for preying on ignorance and throwing around jargon to no end. There are two types of SEO companies to look out for. Firstly, you’ve got the bad apples. These guys know that they can scare you into spending tens of thousands of dollars on overpriced or unnecessary SEO with their stories about how “your competitors are doing SEO right now, they’re going to pass you by!” Secondly, and far more common, are the ignorant kind. They spend zero time on keeping up with the industry, and throw around footer links and heading tags like they’re the new hotness. These SEOs have much better intentions than the bad apples, but unfortunately are generally a greater risk, as they won’t immediately seem so dirty, so your guard won’t be up. Google spends tens of millions of dollars per year paying some of the world’s smartest software engineers to make its ranking algorithms immune to the effects of webspam. As a result, the old and oft-pushed SEO techniques are nearly ineffective in 2012. In order to ensure that your SEO investment is worthwhile, consider asking your SEO consultant to answer a few simple questions.