I think only about 10% of companies that claim to be SEO experts really are experts.
Unfortunately, 90% do not know what they are talking about, and even worse will give you advise that may cause Google to penalize your website for violating Google guidelines.
The following is an excellent article from Corey Northcutt. I put a no-follow tag on this article, because I am concerned Google may unfairly and incorrectly penalize me. I do not even know Corey, and he is not paying me, I just read his article and think it is outstanding SEO advice.

Google has illegally broken into my Blogs over 100 times. Google has edited and illegally deleted some of my content. Additionally, X, Meta, and Google are still censoring many people, including me. Elon Musk never fixed any of the evil censorship that Jack Dorsey and his team built into the X software. We do not have online freedom of speech.