It seems no matter which online marketing method you mention, you will find different opinions. Search engine optimization is the same way because some people love it while others will not. You will find a good number of people who think it is a waste of time. A lot of marketers think there is too much effort involved, and the benefits do not justify all that work. Then there is the constant backlinking involved that always must be done. In addition, you need to keep current with everything that goes on with SEO. However, you can get very highly ranked for many search terms, and if you do then it will be worth it. You also want to avoid the worst mistakes you can make with SEO.
The latest Google algorithm change, in early 2011, is all about quality content. It is true they are imperfect in how they approach search rankings. However, it appears Google is making a serious attempt to favor quality content over mass produced content of lower quality. This latest round of changes underscores the fact they do not like sites that are low in the amount of content they want to see. If all this makes you think about authority sites, then that is not completely incorrect. The most important take-away from this is to produce the best content possible that delivers good value.
Whether you have a static HTML site or blog, part of smart on-page SEO is paying attention to your internal pages with internal links. Of course you always want to backlink to your internal pages more than to your home page. But right now we will focus on internal linking structure. When you increase the links to internal pages, then that sends more link power to them. The net effect is to increase the amount of link juice, or power, to your home page from your internal pages. If you have a blog, you can find a plugin that will basically share related posts. For your static websites, simply put in-line hyperlinks at appropriate places in your content with good anchor text to other pages.
Social networking is of utmost importance now with SEO. What you need to do is make it possible to share your content regardless of the kind of site you have. Place icons, or use plugins, that provide links for sharing to Facebook and Twitter at a minimum. We all know how popular and huge Facebook has become, but do not neglect Twitter either because it is still relevant. What this is all about is social media optimization which has already become a factor in SEO.
There are more important optimization factors you need to look at and learn. No software is without flaws for many reasons. However, they are aware of how important the social net is, and that will only be reflected even more in how they rank sites.