The key thing to understand is that the rules of SEO arenâ€™t magic or arbitrary. Theyâ€™re based on the goals of a search engine, which is to find relevant results. Relevance implies genuineness, and genuineness implies trust. So, shockingly, you should try to make your siteâ€™s content trustworthy, genuine and relevant.
â€“ Matt Gemmell