The choice of a company to optimise your website is one of trust. No company can guarantee top position: it is only the search engine that ultimately decides. Once you give a company the go-ahead then that company has complete control over your website to amend the pages and in the reputation of your domain. A company which offers a seemingly low monthly cost will use so-called ‘black hat’ techniques such as buying links on ‘link-farms’ and hidden text. Once the search engine realises these quick and cheap techniques are being used they will drastically affect the search engine rankings.