“The purpose of SEO is to help people who are searching for you,  a service, or a product you provide to find your specific information.”

All you need to no comes from the “horses mouth” -Google.
https://support.google.com/webmasters/answer/35769

Basic principles

  • Make pages primarily for users, not for search engines.
  • Don’t deceive your users.
  • Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you’d feel comfortable explaining what you’ve done to a website that competes with you, or to a Google employee. Another useful test is to ask, “Does this help my users? Would I do this if search engines didn’t exist?”
  • Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.

The most important part of an SEO program is to determine what search terms your target prospects use.