Don’t just do it. Do it well.
You know what bugs me? When people claim that doing something half-way or not at all is as good as doing it right. Doesn’t that sound ludicrous? Of course it does.
Yet, it happens all the time. I’ll give you a perfect example. Kalena Jordan answers questions over at her blog Dear Kalena and today responded to a confused webmaster regarding the meta keywords tag. Kalena’s response (and Kalena, if you’re reading this, can we possibly get the question and answer in the same post?) to the question of whether or not to include the tag was it’s not important and you can exclude it without concern. What? Why would you exclude a perfectly useful tag?
I don’t want to seem like I’m picking on Kalena here because that wouldn’t be fair. This is a wide-spread problem that I notice often in the forums. There are over 100 variables in the Google algorithm, should you only pick five to do very well and ignore the rest? Of course not, that’s at least 95 tie breakers you just lost. And even if none of the search engines read the meta keywords tag anymore, you should still include it just as a focusing device for yourself.
The old saw goes “if it’s worth doing, it’s worth doing well.” That is just as true in SEO as it is everywhere else.