Search Engine Optimization does not have to be a link-farm type scheme or content marketing ploy. There is no shortage of companies well versed in analytic SEO. It can get as deep as you want to go. And, the big boys are very good at getting results. Very good.
The cost involved with such SEO is extremely prohibitive to the budgets of small and medium sized businesses. And, 99% of all content marketing is a racket comprised of slinging as much junk against the wall as it takes to get some to stick. In other words, sneak as much non-relevance past the search engines as possible. One day, the search providers take notice of these schemes and even newer schemes must be contrived to take their places. Rinse and repeat.
News Flash: Google, and the others, tell you exactly what they want you to do. All you as an SEO must do is listen. Give the search index and the visitors what they came looking for: substantive, high-quality and relevant content. That's what lured them there in the first place. Sammy, the index spider, does not like filler. Enough time spent following the trail of prime rib only to be served soy-burgers tends to stick with Sammy making him leery to come back. If you promised him prime rib then give him prime rib. Great SEO is just that simple.
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