Like most other web professions, there's a huge variance in quality. We've interviewed many applicants for dev spots that have tons of experience in javascript but can't really describe what this means. Likewise I believe there are a ton a BS "SEO Experts" who watched a view videos vs some who have really taken the time and spent years learning how everything "works" and applying that to your business goals in a way that's both ethical and effective. I found many cool specialists on UpWork
Based on my own experience I can say that SEO really works! Of course it depends on the professionalism of SEO specialists. I cooperated with SEO experts from "To the Top" here https://to-the-top.ca/ in Calgary and they helped me to get a steady flow of visitors on my website and boost my sales!
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