Principles of the New SEO

Yaron Galai writing for the AdAge.com:

[…] Google is going to flip SEO on its head. If Old SEO enabled some to fool a crawler into indexing borderline junk content to get high rankings, New SEO looks likely to take any notion of fooling anyone out of the equation. […]

With New SEO, the pendulum is finally swinging back to favoring humans over crawlers. The New SEO rules point directly back to what was valued in the traditional print-dominated days – content will not be a mechanism to convert clicks but a tool to boost awareness, increase overall engagement and offer opportunities to connect with a quality audience. And the “customer” that content is tailored for will no longer be SEO bots […], as the New SEO favors the true end-user: the reader.

Sounds like the New SEO is heading where UX has been all along.