Search engines are not prone to promote or suggest an SEO services because they lose ad revenue and SEO services and beheld liable when the SEO does a bad job. SEO organizations do not work due to the power struggle between various marketers. Search engine can't come right out and openly agree with SEO services since SEO services provider may directly take away revenue search engine would gain from pay per click services. As well as taking revenue from search engines, Some SEO services may also decrease the relevancy of search results. There is no official guidance on how to do SEO. Search engines give it brief vague guidelines, but they will never provide precise guideline. If they had exact rules. One could find similar techniques to manipulate their search results that were still fine in their rule book. Search engines can not set out a precise guidelines that judges intent. What matters in SEO industry is results. How did the top site get there? How can my site at the top?