Seems to me there are a lot of consultants out there that talk a good game of SEO (Search Engine Optimization, excuse US spelling). As fast as they spot what Google does, Google then changes it's algorithm to dodge those sites.
Seems to me that the real secret to good SEO it to write stuff that people would like to read, these types of sites meet the google number one objective, i.e. to have their users type in what they want to know and Google sends them to the page with the answers.
In work we've learned a lot over the last year our first consultant used a lot of black hat SEO we then wised up and started to do it properly, that is good content, and things are much better as a result.