Even 'experts' get it wrong or are given the wrong information or just don't ask the correct information from the clients (you for example). We have a client who is doing SEO for a client of theirs, but it's not really them that's doing the SEO they're paying another company less than what they're getting paid to do it for them and taking the credit for it and a huge chunk of the money. Smartz.
Spend the next few weeks reading all the info you can and learn it yourself, or pay £1000's to a company to do it properly.