A solid SEO strategy involves offering innovative quality content through your website. Keep updating your content that proves useful to readers and they feel satisfied. In case you are really keen that search engines divert more traffic to your site, be prepared to invest your time and energy for your website plus online marketing. Quality Signals Google ranks top quality content, propelling those aiming to deliver such a content and excellent services so that it draws links from highly regarded websites. Don't think of manipulating Google unless you want to get penalized by it. The only sensible way of earning high ranks is to supply quality content and use marketing tools for creating awareness about that. Once you get penalized by Google, you may not get back the original traffic even after you have made amendments. Recovering from that penalty is as much a growth process as it is a cleanup process. That's why businesses keen to build their brand online should never think of using banned techniques. Google continues to give considerable weight to backlinks. These can be made to work for driving sites to top ranking status on temporary basis. That's how professionals indulging in banned tactics manage to get your site ranked higher for a short while. Google Rankings Are In Constant Ever-Flux Google works hard to make difficult the manipulation of SERPs. So, its personnel working on the algorithms keeps raising the bar for qualifying among the top rankings. Nobody is really aware of the changes that Google has in mind, and when would it put those to practice. However, at times, it provides helpful and or vague tips on driving more traffic to your site. Google has stated that it intends to frustrate the attempts of web spammers who try to get their website ranked higher by using strategies of inferior quality. Fundamentally, search engine optimization with Google continues to focus on links and keywords. Its concerns are reputation, relevance and trust. It involves content quality with satisfaction for its visitors. Superior experience to its visitors is vital for earning and maintaining high-ranking positions. Relevance, Authority & Trust The optimization of web pages implies that it should prompt the visitor to make queries and it has to be trustworthy for getting ranked. It requires the use of helpful, unique keywords to continue to be ranked high for long. You need to decide if you want to use white hat practices as specified by Google and earn its trust to be recognized as an authority, or if you like to take the risk of following banned practices. For a while and to some extent, the majority of SEO ploys continue to work even today. It all depends on who is employing those and who organizes the campaign. Whichever option you may exercise, if Google finds you using unfair practices for getting higher rankings, it awards you the title of "SPAMMER' and penalizes your site. Such a penalty may last for years unless you address the same. Some penalties have an expiry period, others don't. In any case, you are required to clear all those violations. Google simply hates you if you try to amend your genuine ranks through manipulations. Critics may suggest that you bribe Google by utilizing its Google AdWords! Google maintains that qualifying for a higher rank in its listings is a solid social acceptance for any business. It helps reducing PPC expense and yet remains the most superior way to divert the much valued traffic to any site. It also comes free, provided you are able to fulfill the frequently changing qualifications needed for being on the top. Article Source: http://EzineArticles.com/9351834