Search Engines Optimization Annoying Details

Hmmm... I've got an issue here...It's not about SEO techniques but some details related to it.
My mind is like a swarm, all kinds of ideas are crossing and appearing and disappearing... Ideas of how to do all this search engine optimization stuff: really, all the lectures of the greatest "experts" in this online marketing techniques and strategies actually make a lot of sense, but they make sense to such an extent that they become boring at a certain moment when you realize that in fact everybody's talking about the same thing only in different ways and styles... One adds a small detail here, another one adds another detail there, somebody else comes up with some sort of new idea... But the roots are the same... they don't change with the first stronger wind blow right? The foundation is built to endure... What I mean is the search engine optimization principles will always be there because all the SEO techniques are constructed around the content relevancy issue. And this will absolutely not going to be different... On the contrary, it will be more and more emphasized upon in the SEs requests from webmasters and web site owners. So why should we take all that these experts say as an unwritten code of law?I know, they are experienced SEO professionals, but I know from experience too that whatever techniques and strategies may work in one case may not work on another, and what's frustrating is that often it doesn't even depend on what the SEO professional does, but on this uncertain and always-changing Internet reality...
In fact, in my opinion- my humble opinion actually- I believe there is a general straight path to follow when optimizing and promoting websites... The rest is about little things- more or less important- that can be customized or improved or done in a "good" way so as not to offend the search engines, or about the "bad" things that can be done so right as to get good results out of them... or maybe I am terribly wrong...
Anyway, I don't want to become an SEO "expert", I only want to optimize and promote web sites because it's what I like doing...