SEO is A.R.T: Authority Relevance and Trust

Ross Dunn and John Carcutt describe in detail why SEOcan be spelledA.R.T.

A = Authority

Link Profile
Social References/Engagement
Local Citations

R = Relevancy

Keyword vs Topics (meaning)
Content
Content Types

T = Trust

Algos: Good vs. Bad Tactics
Crawlability
Technology/Mobile