Part of the problem is the same ongoing problem with spam: there's a great idea, that many people use totally legitimately, and a subset of people exploit that idea. By doing that, they decimate the value of that idea for the rest of the world.
I agree completely, but that's how you get SPAM.
You link to me because you like me? Great! Google uses that information to see if I am popular. Let's go buy a million links.
You have content on your website and you get better results? Great! Let me copy what everyone else has, so we have content.
You are guest blogging and that creates links Google wants? Great! Let me do 30 guest posts a week.
You don't follow the "rules", but you are listed higher than me this week. Great! I'm going to break the rules too.
Google is a corporation. There main job is to get people to search on their website. If they search, they click ads, and Google makes money. Their job is to make sure that they provide the BEST results for their customers. If they don't, their customer is gone. They are using Bing - the answer search engine.
If we want to rank in their search engine, then we have to keep in mind what they are trying to accomplish.
They want to find the best results for every search query.
Too many webmasters focus on what they "think" Google wants. Too many webmasters "think" that Google can't tell what they are doing. Google has TONS of data at their fingertips.
They know that a website had 10 links last month and this month they have 1,000. They know that a website has never done a guest blog post and now there are 2 or 3 blogs a day with your name and link. They know that a website has zero content on their website one day and now the site has content that 3,000 other websites have on their website as well.
Webmasters have to STOP thinking about what Google wants and focus instead on what their visitor wants.
Make the user experience amazing. Make your website fast. Make your website easy to use. Make your website answer the questions your visitors need.
Google wants you to do things for the user.
Something to think about - You tell your child no tv for a week. They pull up their cell phone or ipad and watch their shows on that instead. The child is following the letter of the law, but not the intent.
If you go back and listen to what Matt is saying in this video and others, he is being forced to focus on the letter of the law and not the intent.
That's just my opinion though ))