It will depend on a number of factors - what is the site you're trying to promote?
I know we don't even bother working on certain sites (technology and design dependent), and others are a dream to get into the engines.
There is no hard and fast answer to your question, as it involves different skills for different kinds of sites and different markets (the speed which major results will be achieved also varies from industry to industry - for instance, insurance sites take a longer time to get good results for than say, onyx chess piece manufacturers - more competition, slightly slower results).
I know that many SEO companies offer some kind of guarantee - we've seen them all I think - but you can't beat an honest money back guarantee on placement. Of course, if your site has SOME position, make sure you get a starting point by downloading say, agentwebranking.
I'd say that you should avoid any pricing model where you pay for results - ie, each top 10, you pay $X, each top 20, you pay $Y. We offer a flat fee price - it's the same no matter how well you do.
I hope this helps
regards
Greg Hewitt-Long - WebYourBusiness.com
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