I was having a conversation with a client today, and I found myself reciting the above phrase, an old one from the dawn of web development and design which still holds true to this day.
Content is King is the number one rule of SEO (Search Engine Optimisation) and is the cornerstone of building any successful website. What it means is that putting useful, interesting and unique content onto your website beats any other technique for driving traffic to your website.
While the algorithms which power Google can be fooled by various techniques and tricks, these fixes will only ever be temporary, What Google is designed to do, and what it has a moderately sized army of engineers making it do, is to find relevant content which matches any search entered into it. So to get to the top of the search rankings, all you need to do, is have relevant content on your website.
And in the long term, the tricks and techniques used to fool Google and bring sites without their own relevant content to the tops of the searches will work against those sites, because as soon as the Google Engineer Army discovers one of these techniques is getting used, they add filters to the Google Algorithms which lower the ranking of these sites. Meaning that anyone using these techniques is fighting a constant war to keep their unwarranted ranking on the search engines. Whereas anyone with a warranted ranking has nothing to worry about, and as more people recognise them as a source of good content, their ranking will only get higher and higher, as the Google rankings take this into account.