Much better, I believe, to have an advertising, marketing and PR programme in place whereby a business is getting it’s name out there, not just online through various social channels, but by traditional means too like press, billboards, radio, mailers etc., and backing this up by taking the time to invest in quality content on their site that sells whatever their proposition is. Human beings are led by their emotions. Technology may lead them to the water, but it won’t convince them to drink. Or in other words, SEO, to me, isn’t the be all and end all - quality content and persuasive and alluring messages are. However people arrive at your website (and, again, by online search is just one of many means) they need to be first and foremost wooed by the words they see. What’s more, if the content is written well, those words won’t just automatically include many of the key phrases that SEO folk bang on about, they will also flow nicely and entice, which, at the end of the day, is what ultimately will attract people to your business proposition, product or job.