SEO has had a rough past. Many employed black/gray hat tricks to game the system. It worked for a while until google came out with a new algorithm (referred to as updates such as penguin, panda, etc.) 

While many still try to "game" the system, I know that it's about quality links (not bought), good content to engage readers, and essentially how useful your website is to visitors. Even still, I perform an SEO website analysis for my clients, and identify areas of improvement, which could include site structure, on-page optimization, link-building opportunities, problematic load times, bounce rates, and much more.

Previous to this website, this husband and wife couple had a Facebook page where they posted pictures of the furniture they had made. There was no pricing on Facebook, and no way to purchase. Each customer had to ask for pricing, discuss their desired design, and schedule their delivery - they had to pay cash at delivery.

Customers now browse the homepage getting inspiration on some of the most popular combinations. When they go to the ordering page, they have dropdown menus to choose the options/colors of their furniture. Prices change automatically for each item and size. They are able to pay with their credit card, and are immediately offered additional add-on items at a discount as an upsell (TV stand, coffee table, etc).