If you know anything about SEO, you know that it’s all about relevancy. Succeeding in SEO means following the best SEO practices and increasing link popularity in order to “persuade” the search engine bots that your site is truly relevant to a given set of keywords. While a small fraction of SEO projects involve fixing the technical kinks on a site that would otherwise get rankings, most campaigns are about manipulating the bots and gaming the algorithm into associating your site with your keywords.