Just when you figured out the answers, they changed the questions!
Conventional wisdom used to be that pumping keywords into the content of your site and getting a bunch of links coming to your site would deliverer a bunch of inexpensive and highly desirable traffic. Not any more!
We wrote about this a couple of months ago. Essentially search engines are increasingly returning results based on the searcher’s intent as opposed to just the words that they enter into the query box. This change alone could be the largest contributor to the demise of organic optimization based on keywords. If the search engines aren’t focusing on just the words that are entered into their query, then they won’t be focusing on just the words that you have on your website.
If you can’t pack your site with keywords anymore, what can you do? Quality! Your site has to be a far better site than your competitors, both structurally and in terms of the information that it provides. In other words, the user experience must be better in order for you to show up in the organic listings.
The second thing you need to look at is paid search advertising. This marketing channel is not going away and with this change in focus by the search engines PPC advertising is more important today than it has ever been before.
The Internet is the most rapidly changing business model that we have ever seen. Nothing new here! It does mean though, that above all else you have to be working with a digital marketing partner that is keeping up on all of these changes and letting you know how they impact your business.