I'd say it's about developing relationships. It's fairly easy to do once you start a quality, long term project. Then, you can always talk to your new friends and find mutually beneicial ways of working together, aka introducing one another to new audiences.
Social shares, links, and all that follows (including getting ranked), is what follows naturally.
Act like a human. I'm not sure if this is true, but I suspect from watching Matt Cutts' videos (the spam guy at Google Inc.), is that they are trying to figure out who the real humans are who out there creating real content and that in their "secret" sessions formulate the "algorithm" to stop and block the automation. I know that is now what most marketers want to hear, but I suspect that is closer to the truth then the Hype I hear from SEO experts. But that is me and I'm not an SEO expert.
So my tip is be a human but be one who creates back-links and content on a regular bases as a normal average human does WITH NO SHORTCUTS!
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