If you have not read the article Does Your Website Have This? then you won't know what I'm talking about at first.
At True Industry we're in the camp, a very renegade camp at that, which professes that the only real way to optimize your website for search engines is to create some real value in your content, assuming that the frame work you're using is at True Industry standards.
Last week Google started changing all the rules...again! They do it so often I have to wonder at the people who fight tooth and nail to constantly tweak their websites for the current set of rules. Google first began by canceling the adsense accounts of sites designed to fool people into clicking on a Google adwords link.
Again this is the danger of having one leg to stand on. If you are one of the individuals who was making their living scamming people that pay for Google adwords then your income has been canceled. It may be a "Well, Duh!" moment, but how often do you do the same thing in your business!?! I hope not at all, but the sad reality is most businesses are entirely dependent on ONE marketing message and medium.
Getting back to SEO, Google's next order of business was to begin the merge of their dozen or so search engine indexes. This radically changes the rules of the game for many SEO specialists. It's like playing tennis and the opponent jumps over the net and tackles you! True Industry and our clients don't have to scramble when Google changes their 'rules' because we've aligned ourselves with the general direction and goals of all major search engines.
If your website isn't converting to cold hard cash then it's time to take another look at what you're focusing on.