For example, Google looks to try and solve problems and make searches solve as many problems as it can. No matter what Google changes they always stick to the following fundamentals. Each of these key factors play a role in how a website is ranked.

While in the past you could rank with impunity, today most pages go for one particular keyword to rank for. While that is still a good strategy, it turns out that you can rank for two keywords on one page without penalties.