I’m a big fan of Seth’s books. He has a knack of talking about marketing than doesn’t immediately make you want to doze off.
On SEO: “My criticism has been reserved for two sides of one coin: a. lazy companies that think they can buy web traffic by tricking search engines into sending them more traffic than they “deserve” by modifying sentences or code of their site without changing anything else, and
b. companies that will take money from these sites in order to do some mysterious thing for them“.
Couldn’t agree more. The marketing plan has to be right before thinking about SEO.