After the Black-hat / White-hat search engine optimizer, we have also the Algo Chaser and the Content Pusher.
For my part I'm more on the side of the second. When you're more on the Algo Chaser side, you'll have to been almost full-time dedicated to one project and when the holes you have exploited have been blocked by search engine algorithms, the drop is sometime fatal for your client. Remember the Florida Update ? A lot of AlgoHolics have gone in a thaht huge depression !
When you're pushing content, give historical facts to users or/and an encyclopedia turn to your products or services to enhance your site and inform your clientèle, It will pay sooner or a bit later.