Most people rely on one simple tactic to carry them through life; unfortunately the Search Engines don’t operate that way. The Search Engines are constantly trying to present the most “relevant” results possible when you type in a search term e.g. “Golf Gifts”.
As webmasters find away to manipulate the Search Engine Results (SERPs) in their favor, the game changes… making what was effective, ineffective, or even damaging to your rankings.
Just as an example; two years ago I spoke at a seminar and talked of tactics to get your site to the top of Google. That presentation was video taped and is included in DVDs that seminar sponsors are selling to this day… If I were a “cat burglar” I would break in and destroy the master tapes… What worked 2 years ago, could leave you ranking at the bottom of the SERPs forever!