These days, the rules that concern the optimization of websites seems to be as fluid as water. As soon as you read about one technique no longer working, an article appears elsewhere stating the opposite. Matt Cutts, who works at Google, often releases information about what it is that his company is doing, but a lot of it is just smoke and mirrors. They would like to scare webmasters into behaving themselves, that way Google does not have to worry about writing software to counteract some of the Scottsdale SEO techniques that they do not like.
It was only a few years ago that it was possible to use websites that sold thousands of links from forum profiles. These days, doing that kind of thing is likely to get a penalty from Google. This would mean a drop down the rankings at best, and a total ban at worst. This is why that technique, and those like it, are not worth bothering with anymore. Why spend hours researching a domain and keywords, and then more setting up a site, only to risk getting it banned pretty quickly from one of the search engines? It is just not worth the effort.
So how should it be done? The first thing is that the on-site optimization is done correctly. This means keeping it simple and not over doing it. The days of keyword stuffing are over, as is publishing them in bold and italics. The latter two still work, but that technique probably only makes up about 2% of the ranking algorithm equation. Using them sparingly is fine. Search engines are now very good at finding associated words, so using the same keyword multiple times in an article is no longer important. Just keep it on topic, and mention relevant words. You can also hire a professional Las Vegas SEO firm to do these changes for you.
One thing that is often ignored, and it is noticeable on a lot of websites, is that internal linking is either rare or does not exist at all. Google works out how important an individual page is by counting the external and internal links, and yet most webmasters seem to rely solely on the former. They are missing out, and those who use internal linking can get a step ahead of those who do not. Most people use links pointing out to other sites, and these should all be Nofollow. Doing this prevents Google juice being passed on to them.
When it comes to links that point to a site, they need to look natural. This means that they come from a wide variety of sites, and the link is either a naked URL or relevant phrase. It is not wise to use specific keywords; they should only account for around 15% of all backlinks. The other point about links is that they should appear randomly. They should not all appear at the end of each month, the trend of backlinks should be upwards on a continual basis. Stick with the simple rules of search engine optimization, and it will help it bring in more traffic.