Some Web Developers and Designers will tell you to stay away from Search Engine Optimization, however, this could be the largest mistake you can make. Content is king and optimizing your content is a valid traffic building and search engine strategy.
Don't be fooled by black-hat companies as your most likely to get banned or placed in google's notorious "sandbox" which places your site somewhere beyond page 30 in the results pages.
Also keep in mind that other search portals still use keywords and page descriptions to know what words matter to your business.
1. Black Hat optimization techniques
Black hat SEO refers to all the unethical search engine optimization techniques which the search engines discourage. Some such techniques are:
The goal is not to optimize for keywords you think are right, but for what the readers would search for when coming to your site. We often forget to think from the readers’ perspective, thus missing out on a lot of targeted traffic. You can use help of online tools like Google Keyword Tool in researching the various keyword's options. McCormick Web Marketing includes keyword research in every package. Alone this would cost up to $25,000 based on other Milwaukee area firms.
3. Ignoring the Title Tag
The title tag is an important tag as far as SEO is considered; it not only serves as the title for the page you are on but also as the heading in search engine results. It allows you to make a good first impression on potential visitors to your web site and is often the deciding factor, whether or not a person will click and visit your site or not.