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Just a few years ago, search-engine optimization was widely considered a specialized knowledge of how to manipulate Google’s search rankings with clever, secret tactics. While that was an accurate assessment then, the SEO industry has matured. It is now a dynamic, multifaceted online-marketing discipline that transcends clever trickery, and has become an essential requirement of expertise for every online marketer.
http://www.entrepreneur.com/article/238040
In my opinion one doesn't have to have deep knowledge about SEO to get in top 10 results for low to mid-level competition KW - a decent quality and quantity content, clean on-page and a few bought links (with not-so-stupid anchor text) usually do the trick :D
It's not so hard guys! - just buy the right links in the right places... that's why I don't like doing SEO anymore...
For top spots for high competition KW one have to dive into details and have some deep knowledge, I agree - there's the interesting part! :)
Bought links?!?
Good luck... :D
I believe the way around Google would be quality content, updating your site regularly and wise use of your affiliate links.
This actually isn't surprising or new, after all SEO was introduced in a fact that it is a constant change. For whatever reason, we should learn to adapt to those changes; a never ending process.