Everyone talks about search engine optimization and how to get a site to the top of the search rankings. SEO experts go around and around in circles debating what Google may or may not be thinking and make every possible excuse not to do something.I hear it every day. "If that site links to us, Google may not like us anymore" or "We can't get too many links at once or Google won't like us anymore." It drives me absolutely crazy because everyone is just pontificating rather than testing and seeing what works and what doesn't.So what does work? I'm glad you asked. Creating good content works and it will always work. Google has always been consistent in the fact that it will reward sites with good content. When a site has good content other sites will mention it and link to it. That is why Google puts such an importance on incoming links.At the same time your customers and future customers will appreciate you putting out valuable information. And I'm not just talking about good content on your site. You can post helpful information on Facebook, in forums or any of hundreds of social media sites. When people find this content they'll pass it around.They'll tweet about it, they'll friend you and they'll send it to their friends and colleagues in their social networks. Guess what all of that does? Right! It creates more and more links and more and more actual traffic back to your website.Let's quit trying to 'game' Google. Google likes good content and your customers like good content. And at the end of the day, creating good, helpful content is a whole lot more rewarding and enjoyable than buying links or begging site owners to link to you.What you may be asking is what constitutes good content. That part is easy. Solve your customers' problems. Whatever you sell - whether it is a product or a service - solves some kind of a problem.Every day you probably get the same questions over and over about whatever it is that you do. Those are your Frequently Asked Questions or FAQs. Answer those freely both on your site and on remote sites.If you're a business owner I know that you're the expert in your field. Share that expertise whenever and wherever you can online. That effort and the fact that you're actively and willingly helping people will come back to you in droves.