Yeah, search engine optimization is tricky. It's basically like a blind person trying to read. An interesting thing about SEO, is the amount of freelancers that offers SEO services for just a few dollars on Fiverr, SEOClerks and many similar marketplaces. They get hundreds if not even thousands of orders and they are far from experts. Many of them use a software, a backlink-creator, that creates a flood of poor quality backlinks to customers and they get a five-star rating for it... lol