mcskoufis - 7:24 am on May 7, 2013 (gmt 0)
But what about if you want to avoid using any spam techniques at all costs? Do I need to keep doing SEO as I have done in the past hoping that at some point Google will penalize such websites and reward our efforts?
I am very keen to not use any such tactics on my clients' websites, I consider it totally unethical to be paid for employing spam techniques as many companies propose. How can you be sure your actions are not going to burn the clients' website on a future algorithmic update?
Even if you discuss this with the client and present them with a spam option, they are not in a position to make an educated decision simply cause they don't understand the principles of how search engines work.
That said, working on major brand websites I've noticed that making on-page changes requires a lot of time to get a steady high ranking on Google these days, so doing changes then forgeting for a month and a half and the top ranking is reached. Always that is when I forget. If I constantly monitor and re-tweak on-page text I get to nowhere.