Search engine optimization is a shady industry. There are many clueless individuals trying to make a buck through passing themselves off as an expert. Even worse, there are very many people who honestly think they are experts but who have only been in the industry a short amount of time. Finally, there are those people who do not come from backgrounds that emphasize logic, critical thinking, and scientific observation. Take all that, and add in a healthy dose of Internet anonymity, and you end up with a lot of bad information out there.
Compounding the problem is that search engines are not in a constant state, they are extremely complex and frequently changing. So even if you manage to navigate your way through the mess of misinformation that is search engine optimization by the time you find something valuable and helpful it may be outdated either already or in short time.
The answer to this is to ignore the theory du jour and instead focus on the fundamentals. Anything beyond fundamental search engine optimization, as I define it anyways, is in a shady gray area and the search engines actively work to combat those methods as they are often used by spammers. So, the only truly safe method (and by safe I mean stable, you're unlikely to get a huge drop in ranking in a future update) is to use fundamentals.
The rest of this article is meant to be a guide to the fundamental approach to search engine optimization.
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