Things to look out for when buying SEO services?

I'm looking for some solid and reliable SEO services, at the least, that won't get my site penalized by Google. After reading Google's opinions on unnatural links, I'm starting to get paranoid.

I mean ain't most of the SEO services out there offering and building links in these ways? Have you had any experiences with SEO firms / providers that get your site actually penalized in the end for using these ways to build links?...

Things to look out for when buying SEO services?

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