Selling search advice or snake oil?

A colleague contacted me the other day, ranting about a lady that was pushing SEO and how she was a total scam.  Her presentation was focused on DAO– something she made up.  From her slides, DAO is the next step– the successor to SEO. But if your own site sucks from a SEO standpoint, then you need to start selling TFT– Totally Fabricated Technology.  Because if you’re not technical, then you definitely want to sound like you are by using a lot of TLA’s (Three Letter Acronyms).  Hey, make up your own acroynm and then proclaim that you are the world’s foremost expert.  What?  You haven’t heard of LRF?  A colleague of mine in a meeting with a large client, with a perfectly straight face, actually asked if they supported LRF.  The folks around the table looked at each and nodded seriously at each other– “Why, yes, of course– we do support LRF!”   We purposely chose LRF because when you search on it, there is nothing there but Little Rubber Feet.  Oh, and DAO is Data Access Object or Diseases of Aquatic Organisms, according to organic search results on the first page of Google.

The problem with SEO witch doctors is that they only have to know more about SEO than their client to appear intelligent.