Without quality content (including text, images and possibly video), or a
unique value proposition, all the time spent working on keyword density, meta data and link accumulation could actually lead to a smackdown from the engines.
"At the time when some engineer decides to crawl over your suspected SEO site, if you don't have the content that makes the grade [or your point of difference], you won't have the links or on-site material to pass the sniff test," Gray says. And the prized ranking will go out the window--or worse, the site will get banned.