All agree that optimizing websites can result in top rankings in search results and higher conversion rates, but search experts themselves disagree whether marketers' attempts to finagle search engines' ever-changing algorithms is a good idea, writes SearchEngineWatch. The difference between those who chase algorithms and those who focus instead on content seems to be that the former can sometimes achieve stellar short-term results while the latter perform more consistently over the long haul.

What the experts can agree on, according to the article, are the usual: Do your keyword research; select 3-5 phrases to optimize each page against; write unique, compelling titles for each page; focus on unique content that adds value and uses optimization copywriting techniques; ensure that site architecture and design allow thorough search engine crawling; and build high-quality inbound links.

Then, keep doing all of that - because long-term success requires constant innovation and growth in content, links, and pages.