If you are using directories or paid links to improve the rankings of your site, then you'll surely be penalized when Google alters its algorithm. Since it's not organic and can be altered with every algorithm. So, doing does not work anymore and is simply a waste of money.
Content can be described as the mainstay of your site, and it is a major factor in SEO services. Making use of the right keywords in your text is crucial since they can result in efficient results, however excessive use of keywords can degrade its value. Instead of writing content rich in keywords, it is better to write engaging, informative, and user-friendly content.