Everyone thinks that they know SEO and how to optimize a site. In fact, many companies claim that they are the best in this field and charge a lot of money but get very poor results. It can be done by any company if they know how to implement the various features required by search engines. Moreover, optimization is an ongoing process with Google preferring fresh content and reevaluation done by the increasing amount of backlinks. So a tie-up with a company that gives results will enable you to build your web presence and establish your brand identity.
It is equally important to have organic optimization and use only white hat techniques. You can fool search engines only to a certain extent as there are a bunch of extremely smart guys working behind search engines and they are quick to catch on to cheat codes. This will negatively impact your rankings and some engines will even black mark your website. Sometimes, linking with black marked sites will give you negative listing even if you have done optimization the correct way. So double check your links and see whether the site which points to you looks authentic. Keep updating your website as yesteryear’s SEO techniques may not work this year.