You’d think that SEO is some kind of magic if you listen to some professionals in this field. Only an expert SEO can do this. Watch Ma, no hands!
The truth is, SEO is no voodoo science. There’s no magic bullet. No magic words you can say to make your pages rank well in the search results. It just takes good old-fashioned hard work.
Of course, there are different ways to get the job done.
Some SEOs swear by their keywords. Others swear by their links. But you need both. Keywords and links.
Usually, SEOs talk about on-page SEO factors and off-page SEO factors. The on-page factors include things like page titles, meta tags, internal links, alt tags, etc. Off-page SEO factors generally are a reference to links.
But even within those two categories, there are a variety of factors that can influence your search rankings. Quality, age of domain, age of link, anchor text, etc. Your job as SEO is to think about all of those factors.
Some SEOs develop a formula. Do they work? Probably, to some extent. But there is no SEO-by-the-numbers routine that works for every web page. You have to understand the principles at work and play up to those. If you do it well, you can make any web page rank respectably.