This is a topic i feel quite strongly about.
I simply get tired clickling the most promising link in the search engine result page (SERP) just to realize that it's a junk page.
The reason why the page rank so high but is pure junk is that someone used blackhat search engine optimization (unethical SEO) to fool the search engine to believe it's quality content.
It's nothing better than a Viagra spam mail if you ask me.
The pages will be caught and penalized sooner or later but new ones are popping up all the time. More and more advanced techniques are needed to fool the search engines as they are getting better to detect it.
Besides being nothing better than spam it's also highly dangerous for your business. What if you make a living on a homepage optimized by unethical methods just to wake up one morning and realize your site is banned by the search engines.
If you buy SEO consultant services you should make sure they don't use blackhat methods in their optimization.
You can read more about blackhat techniques in the article " SEO techniques to avoid"
I personally use the following products and highly recommend them for Search Engine Optimization.
This software by Brad Callen is similar to WebCEO and a great choice for search engine optimization. SEO Elite is a hugely popular software for search engine optimization and many experts use this tool. It's very powerful but still easy to use for the beginner. It contains functionality for everything you need in search engine optimization.
SEO Elite comes with a 50+ page SEO guide written by the SEO expert Aaron Wall, from seobook.com. Aaron Wall is the author of the best SEO Book in the market.
Take a look at SEO Elite
This is specialized software for generating keywords for your SEO and Pay per Click (PPC) campaigns. You can even spy on your competitors to find out what they are doing (and it's legal).
Read Keyword Elite Review : Buy Keyword Elite now
The king of Keyword research tools and endorsed by most experts. Known to have the cleanest databasewith statistics of search behavior of all keyword research tools.
I personally use WebCEO for most of my SEO tasks and are very satisfied but keyword research is so important that i want the best and also use WordTracker.
Take advantage of the free WordTracker trial
A great software for keyword research and highly recommended. The database is bigger and they have a few more features ocmpared to WordTracker. The WordTracker database is however moreaccurate.
I frequently also use Keyword Discovery for keyword research.
Check out the free Keyword Discovery trial offer
WebCEO - A fully integrated approach to SEO
WebCEO contains functionality to perform all tasks you need in SEO and it's really easy to use. Many activities in SEO is quite time consuming but with WebCEO is the result only a few mouse clicks away. I have saved countless hours and money after i started using WebCEO.
They have a free download containing most of the functionality with no obligations. They will in fact give you free support even if you havent bought the software yet. This is what i call service!
Download a free copy of WebCEO
SEO Book by Aaron Wall
This is hands down the best and up-to-date book about SEO. The search engines changes their algorithm all the time so a book quickly get outdated, but not Aaron's book.
Aaron's 270+ page book is updated once every 1-2 months and comes with lifetime free updates. The book also includes a large amount of free SEO tools and is available for instant download. Includes all you need to know about SEO and more.
Aaron Wall is a well known SEO expert and runs a very appreciated SEO blog on his site.
Get a head start with Aaron Wall's SEO Book