Winning SEO takes active actions.   Do not just sit back and wish for better.   Make your own SEO success.

The metadata (keywords, description) are often unused.   If your SEO success depends on these...

You Lose

If is common for us to hear something like "I never get found in searches for bananas" yet when we look at the page they hope would be found there is not a single mention of bananas.  

The words must be present to win

Google and such return pages, not sites. Describing your Fremont store on one page and heal pain on another page causes you to be nowhere for "Fremont heal pain" because there is no single page with both.

You need the words and phrases important to SEO to stand out.  One approach is to repeat the phrase.  If you repeat the phrase it seems more important than an incidental phrase. But you cannot just repeat the phrase mindlessly, it is best if you repeat the phrase in a natural manner.  When you repeat the phrase the seach engines might conclude that that phrase you repeated is important on that page.   This paragraph is an example of a condensed use of repeating the phrase. Need I repeat the phrase further?

Any rationalization you may give yourself such as "the search engines will know that XXX really means the same as YYY" or "it is obvious that", or "in this context ..." can be simplified rather accurately and succinctly:

You Lose

They don't, they won't, and you had better not count on it.

Make it simple for them and they may be nice to you ... maybe.

Changes you make, even the successful ones, can take 6 weeks or more before having an impact.

TBD Offsite work

TBD -- discuss spammy ones, and discuss HotDoodle link pook