Your site must appeal to people.
From the original article on FastCompany: "Both the Panda and Penguin updates contained very clear messages for marketers: stop focusing on technology and tricks and start focusing on people. If your website appeals to people, it will appeal to Google's algorithms too.
But the Panda and Penguin messages go deeper. With them, the search engines are openly acknowledging that a website isn't the only place on the Web that a brand needs to maintain a strong presence.
The interactive exchanges that people have with each other and with the brand--online--are happening in the social media channel, and the search engines are placing an increasing importance on how these conversations influence their views on brands and how their websites should rank.
This means that a brand can no longer rely on a well-optimized website to earn Google's attention.
A brand must be a conversationalist, going where the people are and engaging them in discussion, and by doing that earn a wonderful reputation.
Smart brands are doing this by fully leveraging each social channels particular properties".
Full article here: http://www.fastcompany.com/3000283/seo-isnt-what-you-think-it ;
This is why I wrote The Best SEO Is No SEO (http://scenttrail.blogspot.com/2012/04/best-seo-is-no-seo.html ;) and Storytelling Panda's Secret SEO Implication (http://www.atlanticbt.com/blog/storytelling-pandas-secret-implication/ ;).
Via Antonino Militello, Deanna Dahlsad, Robin Good, Ruby