Recently we received an email from the owner of a lodge near the Kenai River in Alaska. He had heard about us and had asked his "SEO expert" about whether he should join and have his lodge listed on fishlodges.com. The reply he got was "Let's put it this way... your site outranks fishlodges.com by a bunch! Your website traffic blows theirs away and your SEO outnumbers their SEO."
The following is an (almost) verbatim reply we sent about why the advice we was getting was just plain wrong.