SEO long tail: use it to your advantage

One of the keys to a successful web presence has nothing to do with search engine optimisation. Though SEO techniques can certainly benefit the exposure of your site, what really counts is making sure the site has direction. Indeed for most websites, paying good money for a SEO consultant would be about as productive as posting junk mail to yourself. Search engine algorithms are being more aware of over-optimised sites and penalising those who attempt black hat strategies. Giving a specific direction, making sure your site stands out will help more than SEO for a generic direction.