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Before I got into SEO I did Online Reputation Management (OM) services for global clients, most of whom where high-wealth and corporate clients. It turns out that the best bodyguard is an even better assassin.

SEO has become extremely holistic. In the past, dumping as much of your budget into buying backlinks and just ignoring the rest of the social, technical, community, performance, accessibility, and best practices signals seemed like a pretty good idea since the benefits of even thousands of cheap, irrelevant, atopical, and commercially-irrelevant backlinks would trick Google, almost immediately, into paying a lot of attention to you.