Some things I really agree with are:
SEO can't make or save a bad business, as I have always said there is no amount of good SEO or marketing that can overcome a crappy product or service.
Which is why at Rapid SEO Expert we make sure that any business we deal with is not a fly by night or get rich quick type of venture.
Completing an SEO Audit before starting a campaign is essential. After all how can you map out the path to where you want to be if you have no idea where it is you are currently at?
Good SEO takes time, it is a long term investment, if you are a business that is really struggling for money and desperate for fast results than an SEO campaign is really not the right choice for you.