you have hit the nail on the head. A lot of companies do over promise and under deliver. And you found them all by looking in the serps. Even seomoz, a company 100% about seo and with a huge number of links, doesn't rank in the top 10 for seo.
If you had asked some legitimate sites that make good money from organic listings who did their seo then you would have come across people like OWG.Rank for something like SEO or, even worse, cheap seo, then you just get people trying to get free advice and low priced services which you can't provide.
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