Probably what we already know and what we quietly tend to agree: The New SEO
I am pretty public about no longer believing in Whitehat vs Blackhat SEO. If you’re doing anything to try and get more links to move up the Google rankings, you’re ‘manipulating’ the algorithm one way or the other. I’ve got to the point now where I’ve just accepted the state Google is in this year and started following the crowd for what works.
It's hard to justify "proper" advice you give to people who come to you for help with the question: "Ok, I am doing everything right (I am building great content, do social, network), why am I nowhere as compared to my competitors?"
And you go "Umm, well, you are never going to be on top, most probably, because you have no keyword-rich anchor text pointing to your site. But think about something positive here..., you have a good chance to witness your competitors to be banned one day in the future!"