A client challenge:
No on-page optimisation
Wrote lots of copy for placement on Page Rank 2-4 sites
Then Google released updates:
Venice – showed results based on searchers location.
Panda – penalised poor site content, couldn’t control.
Penguin – penalised black hat practices. 80% exact match anchor links caused rankings to drop. OMD switched to brand + anchor, more variation.
Without good content you will only close the gap.
Best practice SEO is not always possible – in this case don’t do it.
Chasing the algorithm is a hopeless effort.