SEO technique comes down to a primary decision about white hat (the proper and acceptable method) or black hat (the sneaky, manipulative and unacceptable way). I have studied both extensively, and I can categorically say that white hat SEO is the only way to travel for long term and consistent results.
The rules of What Hat SEO Technique are tangible, and they are built into the rules and methods of the quality software tools like IBP and Market Samurai. The rules of Black Hat SEO don't exist, and yet these techniques are easy to "finger print" by the search engines which will then penalise offending websites harshly.
Generally speaking, search engines want consistently growing content over an extended time frame, they want one main keyword phrase per page, and they want quality back links from other websites to each page in your website. So, this opens up the SEO into two main thrusts - namely on-page SEO and off-page SEO.
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