Are the SEO techniques that have been developing through the ages turning obsolete with the consumers getting smarter day by day? For a moment, put yourself in the shoes of the common internet audience. When you are looking for a particular thing (with the keywords), do you just click at the topmost websites that have been positioned there by employing the right SEO techniques or do you visit the site with the most relevant content? Does that signify that simply quality is the ultimate thing and no hard work is necessary on the search engine optimization part? Is the age of SEO really over?
Google is not excited simply on the fact that you have put really awesome content or have accomplished some amazing optimization with the keywords. Its reaction is pretty much the same- it is more concerned with the happiness of the consumer. And the consumer is still not certain what is it that s/he is looking for?
So what do we get? How the marketers should be changing their approach and make some more logical moves?
Actually, there is a need to keep balance between both the practices. Content should be generated maintaining the optimum standards, so that the users could be benefitted from it. People are not interested in what you do or how you rank your pages up across the ladder, they are interested in genuine content. So, while you are making sure that the best SEO practices are being followed, ask your team also to generate quality and relevant content. Do proper keyword research; wasting time wiring about something that people are not interested is not a smart thing to do.