Not surprisingly everyone seems to be an expert in SEO. I will say that there are many brilliant people far more skilled than I in the area providing professional SEO services but there are also too many playing on the naiveté of the market. It is important to optimise your site around keywords drawn from research but I would issue a word of caution here. The content in your site is written for people to read!

Google are very smart about their search engine. Everyone is trying to get to the top of the search results and everyone says they know how to do it yet Google keep the algorithm behind it all about as secret to the formula for Coca-Cola. And why would it not be - it is after all patented.

Very few organisations really know the whole truth and no sooner than you might know it than Google will change the algorithm. They have to in order to deliver more meaningful results and deal with all the “black hat” techniques used into fooling the search engines.

This is not to say that us mere mortals cannot be successful at improving web site rankings in the search results it is just that it is an ever persistent activity you have to keep working at and keeping abreast of the general principals of being successful.