Search engine optimisation is never a straightforward process at the best of times. The sphere of search has evolved into a complex and competitive place. There are some black hat SEO firms who try to improve site performance in a hurry, but their activities are frowned upon by the search engines and are often penalised. The best techniques take time to be productive and trying to rush things cannot be recommended.
At Searchengineoptimisation.co.uk we never opt for unethical methods. We always use gradualist white hat optimization techniques and this means that it is not possible for the sites we manage to get into the trouble which would be provoked by excessive hastiness. The fortunes of any site are ultimately decided by users, so all the measures we engage in are tailored to pleasing users and search engines alike.
Trying to get off to a flying start in optimisation can involve using methods that not only breach the ethical framework set out and maintained by Google but also make a considerable impact on the way a site is perceived. Spammy methods are often detected by potential customers and undermine confidence in a site. Keyword stuffing makes it hard for individuals to appreciate site content, for example.
There is definitely a problem when user confidence in a site is adversely affected. Without trust, making a purchase will not be contemplated. If it appears that a site is of a low quality but it is quite high up the search engine results pages then it is very likely that users will look elsewhere for what they want and need. It is often those sites that focus on building quality via the housing of high quality content that eventually prosper.
It is easy to appreciate that there is little value in progress which is basically illusory or unsustainable. The most successful optimization techniques move forward gradually but surely.