SEO “Secret Sauce”

I keep hearing lately about what the “secret ingredient” or “secret sauce” is of SEO. It has kind of bothered me because for about 2 years now i’ve been in the industry and never heard of such terms coined. Having attended PubCon in 2004 and attending this year I am kind of excited to see the new things on the agenda. But, I’m still puzzled where all these ideas of “secrets” came up. I’ve carried a couple companies to the top of search rankings and never really knew anything of secret sauce, but mostly, consistent structure and relevance. Is this the “ohh so secret sauce” that people keeping talking about or is there something I should know about?! Let’s get some good back and forth going for anyone interested in the topics?

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