SEO is a funny industry because there is so much to say about the marketing process. With that said there are people that know a lot and there are people that know very little that sound like they know what they are talking about. It is important to understand who you should listen to when trying to figure out the best possible information regarding search engine optimization because there is quite a bit going on.
In this recent infographic designed by the folks at HubSpot they touch upon some of the most influential individuals in the search engine marketing space and the advice is spot on. General consensus is strategy, great content and patience along with many other ingredients that tie it all in together.