If you’re in any kind of business, you’ve no doubt received plenty of unsolicited emails from companies trying to sell you search engine optimization (SEO) services or get you more customers by ranking your website higher. Unfortunately, this industry is bombarded with cowboys and churn-and-burn models, with 80 percent of SEO firms performing scam tactics of some kind.

If you’re a respectable business owner, I’m sure it’s not a churn, burn and die solution you’re looking for. But if you’re not careful and assertive with your choice of SEO firm, you may soon see your website traveling in the opposite direction than you expected.