Are you selling the idea to a client of Google's ‘quality’ update?

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No matter how much we want to forget about rankings and links, we won't... Here's a good post on that discussing contemporary SEO:

Selling the idea to a client that they will rank once Google changes their algorithm to reward ‘quality’ is currently a utopian one. Let’s ignore the fact that we can’t seem to define quality content. Have you ever really believed that Google will be able to do this, let alone choose to?

Doesn't it sound familiar: The client comes and says: "Ok, we are not building links and we write those absolutely awesome articles. Why don't we rank for something that converts?"

whyhellothere