People obsess about their search engine rankings, often spending far too much effort and money to raise their position at the exclusion of more effective communications.
Worse they then spend big on Google Adwords in a bid to boost their position. Which is great for Google, but not so hot for their balance sheet.
Then if that wasn’t bad enough, they litter their website with spurious keywords and dubious backlinks. Which makes their articles and posts pretty much unreadable.
Their rankings might be rising with a bump in the stats as they attract more traffic. But all they’re really doing is inflating the value of keywords while pissing off more prospects.
Far better to concentrate on producing better communications that reach fewer people more effectively.