Which of the three kinds of SEO works best depends on the business, but these days editorial content performs the best. Previously, having highly optimized technical SEO with the right tags and keywords was enough to rank highly in search results, but not anymore. Not every company has a natural fit for programmatic content that matches what people are searching for (e.g. Zillow with a page for each address). However, every company can write editorial content.
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Being able to programmatically generate content for search engine optimization is only useful if you have a lot of keywords you can target (thousands) and pages you can generate to rank for them.