White Hat SEO
White Hat SEO is what the mainstream SEO industry practices and is the only viable method for long term success with a web site. White hat SEO represents excellent long term ROI and is great value. With white hat SEO the results you get are long lasting so that initial investment is very worthwhile.
White hat SEO uses techniques such as optimising the code on the web site using correct code semantics, taking out bloated code, getting code proximety and keyword density correct. Linking and navigation structure features highly on the list of things to sort out. Making the site highly search engine accessible is a major thing to do. After these initial things the main focus of white hat SEO is getting good quality links from good quality content relevant sites.
Any white hat SEO will be perfectly happy to tell you what they are doing and will never promise you results. There is no guarantee! A White Hat SEO will usualy take a good hard look at your keywords and will do a lot of keyword and market research before comitting to a job.