A lot of people claim to be able to do it, its a quick way for some companies to make a buck but not everyone knows what they are doing, but they sound good.

I take a purely technical approach to it and look at things from the eyes of a software designer, a kind of how would I do it if I ran the search engines approach. The approach works as can be seen by following these links, you will usually find the websites I've designed on the first page in Google search rankings for some fairly relevant keywords.