SEO is considered by some to be a black art, while others have made a profit and built a reputation on the craft. I guess it's not too much different than sales or telemarketing, when you really think about it.

Sales is considered by many as more art than science. Swindling bastards who just want to get in your wallet, and sales managers who have little idea how these guys get it done, so they let it go by. Thankfully, that's the exception, rather than the norm because organizations have come to recognize that sales is a mission-critical element of their business and they've put discipline in place to control the BS.

Telemarketing, or market development, has the same connotations...but in the context of a business-to-business call center, a well oiled calling machine can be a constant source of leads and newly satisfied customers.

Where, then, are we still going wrong with search? And why are companies like Traffic-Power still able to garner business and results, in spite of all the bad press and reports of unethical tactics? Frankly, I'd argue that it's largely due to the maturity of the craft, and the perception that is widely held in most companies that SEO/SEM is something that's hard to comprehend and they need the first thing smokin' to help them get to the top of the search page. When, in reality, there are professionals out there, just as with any service, that can help to improve your position and subsequently build your business.

The point here is that, like any complex and seemingly undesirable subject, there are professionals who do good work for honest money who can truly help your business. However, the process of educating masses on how to navigate these waters is far from refined.