What does Google think about SEO?

I've been watching the Rome Masters Tennis this afternoon, and as their is a rain delay I've decided to blog on a recent thought of mine.

So what does Google really think about Search Engine Optimisation? Strange question? Not really.

Google serves a purpose, it has a job and it has responsabilities. People trust Google to deliver relevant content to their search criteria. They rely on the leading search engine to give them content that relates to what they are looking for. It bases its results on the relevance of content within a web site.

So what does it think about SEO? There are millions of web sites out there, of which a huge number are all related in terms of topics, products and services. Many companies and SEO's are frantically working away to get good links back to their sites through articles, directories, social channels and link exchanges (by this of course I do not mean the black hat link buying or selling). So as an SEO, are we basically tricking Google into thinking that sites are more popular than they really are? Are we manipulating the search results in such a way that Google would prefer us not to - and in which case are all techniques apart from content building really black hat?

Interesting thoughts for a Saturday - now back to the Tennis as the rain covers are coming off.......