Google is very unpredictable and constantly evolving... Make sure you address as many online marketing techniques possible in order to achieve success on the internet... Here are a few examples of areas that should be covered: 1. search engine marketing. 2. paper click advertisement 3. content driven marketing (ex: website content, articles, press releases, video, and blogging) 4. Social Media Marketing This is just at a glance of what should be considered in order to have a successful online marketing campaign.
#5. Brand Building - If your brand strong enough peoples will type your name directly. They will come by their own and not because they found your website via search engine or other sources.
google isn't evolving, the sites on google's SERP is the one evolving, simply getting better everytime
Always follow the search engine guidelines it is beneficial for SEO. SEO is really effective tool for website its a exposure of your website not just locally but globally.