What Dave said
It might also be a trick. They might just setup a Google Adwords campaign, which gets you on the front page at the cost of pay per click.
Oh god I hate it when they do that. I saw it on a Tonight program last year, and I nearly had a heart attack when I saw where the placement on the "front page" was...
God I hate bad SEO experts. There's some good SEO guys out there who do a great job and know what they're talking about, but there's a lot of snakeoil salesmen out there who will lie, con, cheat and frankly ruin your site and the whole experience of google just to get a fast buck