Whatever the changes in search engine ranking algorithms, there will always be some SEO techniques which will be effective. The most obvious thing, of course, is content. What's not so obvious is the need for the content to be focussed. Very often, being fixated on keywords makes us lose sight of the woods for the trees. Always remember that human visitors come to the site not to read keywords. They come to read the content. And not just any old content. It has to be content that is focussed on the information that they are looking for. For example, if they come to the site looking for something like, say, black leather shoes, then they expect to read about black leather shoes and not, say, about singers who wear black leather shoes.