Search engine optimization used to be a simple process. Even five years ago, you only needed to identify a set of keywords that your business can be based upon and optimize them in your website content. Even if you were copy pasting content from different competing website, it didn't matter as long as you had been able to stuff these keywords in your website. However, search engines like Google realised that this process of page ranking is completely unfavourable for the end users. Customers seek search engines to find products and information about a variety of things but what they actually get is gibberish.