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The reason why everyone has different views on SEO is because there is an exception to every rule, and for the most part every website is different.  You will have to find what works in your niche market.  So take it slow. My suggestion is to watch 1 White Friday every couple of days - go back 6 months and start from there.  No better education to be had on SEO.  So that is the best place to start and then try and work out from the WBF's what is relevant to your website and what are the priorities. I write a list down for each site... You simply can't do everything that needs to be done.  You need to prioritize. One more thing. Firstly google are emphatic that Adwords has no relevance to organic search. I see things a little differently. But you might want to run a small adwords campaign, create a relevant and quality landing page - even a small budget of $10 a day for a few weeks for your targeted keywords. Then watch how the customers respond to your page, review the User experience - review your message. It might hasten up your understanding of some issues... Good luck