Why do you think Google keeps making all those changes? Think about it, every few months there is another major update. Then the webmasters scramble, the SEO guys renew their calls to you, the cycle renews.
Google does this to STOP those SEO scammers from forcing artificial rankings. Granted the majority of the SEO folks have very little effect but for those that do, Google doesn't like it when folks don't follow the rules and their retaliation is SEVERE. They are now starting to de-list sites that don't comply. And if you are de-listed from Google you may as well close the doors.
But these scammers don't care because it's Your Business that gets delisted, not theirs. They already have the next sucker lined up.
To understand why this is important, ask yourself this.
Look at all your Prospects and Customers, What are they doing?
Engaging someone on their Smart Phones...Probably NOT you.
Time to change that.