SEO - Authoritative Rules

Giganews Newsgroups
Subject: SEO - Authoritative Rules
Posted by:  Ex_OWM (
Date: Wed, 8 Sep 2010

I'm looking to convince a client that it's a near total waste to spend heaps
of money to get a good performance on search engines, that 90% of it (at
least) is down to the right content on a well structured site. He has,
however become bewitched - it's the only word I can think of - by stuff he's
read about SEO and he thinks that whilst I'm an ace web designer - his
words, not mine :) - he really needs to employ an SEO consultant to get the
site performing at its best.

Does anyone know of a reasonably authoritative website written in plain
English that summarises the pros and cons of employing SEO "experts".