Couldn't agree more. I had an SEO guy at https://avidpanda.com tell me much the same. Until then I was pretty much in the dark. Glad people like you are posting on what our expectations really should be.

One question though, what qualifies as massive link building? When looking for an SEO service which I understand to be the same as search engine optimisation, what can I ask to make sure they are legitimate.

ofans:
For the attention of all FEMI's in the house , private reg FEM4, currently on retention certificate is available for sale. please follow the link below for more information. Im open to offers thanks http://www.regtransfers.co.uk/main/searchs/searchresults.asp

I can't find this anymore but I can see that your post is years old. There are some interesting FEM plates that I found here https://britishcarregistrations.co.uk but the private number plate I really want is 8 FEM