A website has to provide a great visitor experience - with content, a look and structure that builds interest and confidence on the part of a visitor and makes it fast and easy for them to find what they are looking for.
You might say the first big job of a website is to make the visitor happy. At least the ones who are going to be serious prospects.
The second big job of a website is to make Google happy. Because if Google is happy, it is going to reward you with high rankings, and that means - if anyone is searching for what you got - lots of visitors, and a phone that won't stop ringing. Oh yes, and a fat bank account.
Don't try and trick Google into bed with you. They've probably got 1000 staff doing nothing except figuring out ways NOT to be out-smarted.
So what makes Google happy? Lots of unique content your visitors are looking for, arranged so Google can tell what it is and what it is about!
Not too different are they, those first and second big jobs?
Sure, you've got to know how Google thinks and works, just so you make sure they get the message You've Got What Searchers Want.
When you really dig into this you find there's a lot of work needed. And there's the trick. A lot of people don't want to work that hard. They are looking for the short-cuts, the quick fix.
But if you want a long-term relationship with Google, it's what you've got to do.
Make Google Happy.