Google is actively improving it's algorithmn to improve user experience. Maybe you've heard about Google's Pengiun or Panda updates of recent. In essence they are encouraging marketers to focus on the user experience rather than trying to "trick" the search engines with low quality links, link farming and other tactics that are now penalised by Google.
So what should business owners and marketers do, if they want to increase their rank in Google search to drive more traffic to their website? Here's a simple SEO Action List for business owners and marketers:
Don't use an SEO consultant unless you understand what they're doing.
Don't focus on the search engines, focus on your target audience.
Write like an educator or teacher, not a marketing or sales professional.