Google changes their algorithm regularly in attempts to get fresher, more relevant results for searchers. Old black-hat Search Engine Optimization techinques will no longer work. You want to come up on the first page of Google when someone is searching for what you have to offer. People just don't look at anything past page 1.
Before, the more keywords you had on a webpage, the higher it would rank in the Google search results. Not anymore.
Google now looks for and recognizes fresh, relevant content written for the human reader.
What’s Relevant Content?
Relevant content is basically informative articles related to the topic or industry of the website. For instance, if you’re a landscaper in Phoenix, you’re going to have content on desert landscaping and gardening tips. If you start writing about tax tips, Google is going to demote your site.
Why should you care?
Google share of all Internet searches is over 88% with Bing and Yahoo struggling to even exist. Bing and Yahoo will never catch up no matter how hard they try.
It’s now about Content Marketing
You need to provide Google with fresh, relevant content on a regular basis written for the human reader. That’s where blogging comes in. (I’ll get into the specifics of blogging in my next article.) You need to blog at least once a week.
Think like a searcher. What will a potential customer enter in the Google search box to get to your site? Do some keyword research. Google has a keyword tool to help you choose the best keywords pertaining to your site. Choose the ones that have a high number of search requests with low to medium competition.
Once you have your keywords, use them carefully within your blog. Have a thesaurus handy so you don’t repeat the same keyword or phrase over an over again.
Don’t over advertise or sell. Be educational. Provide solutions to your target market's problems or pain points.
Have “back links” to your content from recognized sites like the social media networks, StumbledUpon, Digg, Reddit, and other sharing sites. Don’t “exchange links” with sites that are not relevant to yours in some way. For example, if you’re a contractor, exchanging links with interior decorators or Realtors makes sense. Having links on a food site doesn’t.
Promote your blog on the social networks especially Twitter. Tweets appear in Google searches!
If you don’t consider yourself a good writer, hire someone who is or at least have someone edit your articles before posting.