There are no "tips", "tricks", "techniques", etc. This is the common mis-conception when it comes to search engine optimization. There is a "proper" way to do on-page optimization for your web pages and a "improper" way. The whole off-page optimization is over rated; if you have quality rich useful content you'll naturally build "quailty one-way" backlinks; you would use internet marketing to get your site out there.
ssandecki's right - and to elaborate a bit, there are also a lot of con artists, frauds, and snake oil vendors who will promise you the moon, the stars in the heavens and whatever else your heart desires - in exchange for your money before making off like thieves in the night as Nero plays his fiddle while Rome burns. You don't want that. One thing I tell everyone, regardless of whether they're new to SEO, an expert, or someone seeking the services of a consultant who's not going to rip them off is that search engine optimization begins before a single word or line of code is ever written. For those with existing Web sites, an analysis of the Web site's current status is usually in order - starting with the keywords the site is trying to rank well for, followed by an information architecture audit (something that is essential, but hardly ever appears to be done), the quality and relevance of the content on each page, and the number and qualitiy of inbound links from related sites pointing back to the pages on their site is usually in order. (Off-topic: anyway, I need to turn in for the night - I'll expand upon this post in the morning, unless someone else beats me to the punch.)