Jeff Jarvis notes that as search becomes more personalized, SEO tricks become less and less valuable:

What does that mean to brands? The world gets confusing once more. But I think it means that true relevance becomes more important than SEO tricks. It also means that the more relationships you have with people -- the more they talk about you and link to you and click on you -- the better off you will be.

Which is basically what I've thought for a long while now. You don't want to create content with "SEO" in mind - you want to write with your target audience in mind. If it's useful, they'll find it. If it's not, they won't. Trying to "optimize" for Google (et. al.) is a game whose relevance is vanishing.

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