Search Engine Optimisation is actually a bit of a misnomer. The idea that you should optimise your website to gain better search engine ranking is to a large degree no longer valid, in particular reference to Google and its alrgorithms.
Those algorithms are highly advanced decision-making software that attempt to define what makes good content for users, and thereby give it higher ranking than pages that aren’t as good.
Notice we haven’t mentioned that it relies on the number of links you have from other sites, and this is an important distinction of the newer algorithms that Google is operating with.
Updates since 2011 have been referred to with some cute names: Panda and Penguin.
These names have become menacing sounds to some SEO “experts” used to somewhat outdated search engine optimisation techniques. That doesn’t mean that links to your site aren’t any good, it just means they are no longer the ranking winner they used to be.
Some of these outdated SEO services being applied to websites are in many cases resulting in temporary gains in ranking only, or with others resulting is ranking loss.
The main focus of the algorithm improvements is to ensure a better user experience, and a good user experience is about the user finding what they wanted to find, reading the valuable content that the websites they found had to offer, engaging in and viewing the pages, spending time on those websites.
If Google renders results based on links, or manipulation of false or irrelevant keywords, then the user has a poor experience. The answer therefore is really about making sure your website has great content, without bothering too much about ‘tricks’ to get the visitors.