Caveat Emptor: Neither I nor techBio are practicing search optimization or marketing specialists providing such services.
Search engine optimization is described elsewhere. Search engine marketing is a separate but typically conflated set of services.
Two unsupported conclusions come to mind.
1. As major search engines tune their algorithms to provide useful, relevant and authoritative results, the only realistic long play strategy for SEO and SEM is to provide a concise and communicative website, with simple close navigation to concise and informative webpages.
My assumptions, without any special knowledge, are that textual content* is analyzed for keyword prevalence (addressed by keyword optimization) by a simple, deceptively powerful heuristic.
a) key words and terms are collected by matching against a less-common-words dictionary, and scored by relative universal-usage uniqueness (inverse of word frequency in text containing that word)
b) score for each keyterm is weighted proportionally to position in document, with more points added for position in heading text such as title, url, h1, h2,h3, position in a list, emphasis, inverse frequency throughout domain and keyword/text ratio is scaled by this proportion
c) scores for ranked and analyzed sites and pages linking in are summed and multiplied by each keyterm, resulting in an ordered list of keywords by computed score
d) the summed value of keyterms is page is scaled by down a readability analysis score
Everything else on the page will be all but irrelevent with respect to content and design optimization. The last entry (d) in the above list checks for reasonably natural prose, loosely defined as normal distribution of words and phrases and grammatical correctness.
2) Web sites that have built some traffic will be acquired by companies with deep pockets, and their links, traffic, data, content and users merged into larger corporation's domains and services. These sites will be bought at purely economical valuations. Sites which are well developed and run smoothly, provide simple and useful tools and content, and are organically search optimized will be valued far higher than guerilla coded and jungle optimized websites.
Anyway, that is what I am betting my time and effort on.
* Assuming for text content, in order of priority: title, url, included URLs, remote incoming links and inline local links, and all page text between markup
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