Your brand is not the same as your competitor. Know what your customers want and how they perceive your brand. Then go about fulfilling this need. Design for your customers, not for trends. Be relevant.
Too often in our enthusiasm to get the look and feel of a web application or website right, we forget that content makes up one of the primary deliverable. Content planning (what, why) and delivery (How, When, Where) is an important part of design.
While optimising for these Search Engine Spiders or Web Crawlers or Google bots makes sense in the marketing world, the real ROI is driven by your users - your target audience. Audience Based Optimisation is about creating and developing your site, or content, by keeping in mind the value it provides your target audience. This not only makes your site “findable”, but also engages your audience and increases the stickiness factor of your website.