David Meerman Scott says something a lot of marketers don't want to hear:

People say they just want an agency to "tweak our existing Web pages." And, of course, many SEO firms are happy to take their money to do this. Sorry, this doesn't work. The only way to create high search engine results is to create great content that people want to link to.

You can't really "game the system" anymore. There's just too much stuff out there for bad stuff to stay on top for more than a few nanoseconds. When you search for historical information, why do you suppose that Wikipedia usually comes out on top? Because they usually have the best concise summary.

That's what you want to have on your site - the best concise summary. Sure, you also want the in depth stuff, but people looking for information want quick hits (especially with the rise of mobile browsing).

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