So what does Google want?The answer is, of course:
If Google no longer provided good search results, they'd lose the visitors to their search engine and all the revenue generated from those searchers when they click on the ads. That would be a staggering loss for them.
Which leads to the next question:
What does Google not want?
Spam. They don't want manipulation of their search results so poor results are returned instead of excellent ones. In other words, Google doesn't want people to trick them with black hat or grey hat SEO into serving poor sites when others would be better. Ultimately this would wreck their search engine and their business. They're not about to let that happen. That is why they've developed their search algorithm and Penguin, Panda, Hummingbird, Pigeon, and all the other updates that are safeguarding the quality of their search engine. They will cut you off at the knees if they see you trying to trick them by manipulating their results. You'll be penalized in no time flat with a manual or algorithmic penalty.
What do you need to do then to make your site optimized for Google search? Make your site a search result Google wants to see and, more importantly, would love to return in response to queries.
How do you do that? With excellent content that users are actually looking for and by making your site attractive and user friendly. Also by letting Google know about your site's search worthiness by signaling authority and relevance. There are hundreds of things you can do. It's a lot of work but it is worth it.
If you want to learn how to do this SEO work yourself read this blog and many others. If you don't have time, hire an ethical and quality SEO company that will do this for you.