Search Engine Optimisation is an endless task. At the outset, WordPress is one of the most SEO friendly environments to develop a website. Adding SEO plugins such as All-In-One SEO enables even better SEO but there is no end to what can be done, often with diminishing returns.
Content is king in the world of SEO. Google’s strategy for scouring the net favours good content. Artificial intelligence matches search phrases and serves the closest matches but also favours other factors such as how many other sites have linked to any given page – (backlinks).
It used to be possible to “keyword stuff” but keywords in the header are largely ignored now. It is possible to build links yourself but Google recognises the quality of the sites from which those links come from and rates your site accordingly. So faking backlinks doesn’t work either.
A lot more work can be done on the actual site such as building schemas for each page to help Google interpret each page. Time consuming but this is one of the add-ons I offer to help build SEO.
Google is constantly upgrading its “secret sauce” for rating sites – even employing real people to check that sites are what they say they are. There is a handbook for these real people to follow that is very detailed and if your site is rated badly you can drop in Google rating drastically. Any false SEO tactics on your site, misrepresentation, false backlinks or even keyword stuffing – once detected will result in a downgrade that is very difficult to appeal against.