Ranking algorithms are way more complex than ever – more data inputs, more quality checks, more subtlety.  SEO is no longer about links you build, or the content you create – it’s about what is earned through true value creation and interaction with the community.  It’s no longer useful (in fact it is damaging) to robotically create content, links, and posts that nobody cares about – in the hopes that the search engines will be fooled into ranking your pages.

Real, true and natural interaction with the community or market has always been the best way to go because while you can sometimes fool the machines, you can rarely fool the people – and now, the machines are smarter than you think they are.

There are no shortcuts, and if you are using dated tactics and techniques that seem to be working – just wait, they will soon be a boat anchor around your neck pulling you and your pages into the depths of obscurity.

Rand Fishkin’s presentation from 500 Startups.