In addition to the algorithmic measures, Google is taking the smoke and mirrors out of search by more openly communicating algorithm changes to SEOs and the general public.

Why? In some cases, black-hat tactics were inadvertent, caused by website administrators using outdated techniques or misinterpreting Google’s algorithmic intent. Furthermore, a good deal of high-quality content gets lost in the search shuffle because creators simply ignore SEO. More than ever, Google wants every website to be optimized and optimized properly. The more high-caliber content Google can serve up to users in SERPs, the more business it will do.

The trend: Google will push hard in this direction, devising more accurate methods of evaluating the relevance, substance and trustworthiness of content. It will get better at interpreting both the inherent quality of the work itself and the social-sharing data associated with it.

Smashing Magazine, How Content Creators Benefit From The New SEO, June 28, 2012
When Google goes to semantic search, it won’t be as much about keywords at all, but on the meaning of the words you use. This might be the biggest SEO killer of all. If tuning our content for keywords our users care about is no longer an effective strategy, what is left for SEOs?
Consistently producing the best relevant content will without a doubt send a site to the top of the search results. It is important to also note, however, that those who click to the site and see well-organized and continually updated content are encouraged to come back and will view the site as a valuable resource. Best of all, sites that have the right mix of curated and original content have a better chance at capturing the attention of prospects who are actively seeking information on the topic of which the site is about. A curated site is easily turned into a lead generation tool through SEO and the ability to provide multiple touch points for the target audience.
Pawan Deshpande, Winning The SEO Battle Through Content Curation, 10/31/2011

(Source: forbes.com)