How many calls have you had about making your site #1 in Google. Blah. Blech. Go away. Makes you want to hold a police whistle to the phone and burst an eardrum on the other end. Anyway back on point. There are no gurus in search optmization – everyone knows the game and all the rules are out there.
What you want to make sure is that your guru does at least know the rules and is wearing a white hat.
Here are my rules:
1. Descriptive Domain Name
2. Avoid paid linking plans
3. Use a good theme that respects Titles, H1, H2 etc tags
4. Validate your site
5. Use a sitemap
6. Have RSS feed
7. Post good content
8. Post regularly
9. Don’t keyword spam your posts
10. Build links slowly and don’t interlink your own sites
Start there and you too could be a guru.