In the past an SEO's job was easy. Throw a few links here, throw a few links there, splash some content around and shoehorn your keywords in at every opportunity. Those days are over for the most part and, in my opinion, all for the better! Since Google's most recent algorithm updates the SEO community has had to look for alternative link sources and re-think how to target pages in regard to the content of sites.
Since the Google Penguin update most SEO's have moved away from poor quality directories and spammy sites when acquiring links. In their place, they now look for higher quality link sources. Why have they done that? Well, because quite a lot of large sites taking part in poor quality link building have had either a direct or indirect rankings penalty. It isn't just important that SEO's have stopped looking for and getting poor quality links. It is also important that the a site's link building history be looked at and cleaned up.
After the various Panda updates a number of sites have been penalized for having poor quality content, low levels of content and duplicated content. Panda has also penalized sites for having hidden content for SEO purposes or keywords shoehorned where they don’t really fit. Thanks to the update
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