Thats a great link, couldn't agree more with the articles contents. I was recently quoted £65,000 by an SEO company for 12 months work to optimse my web site for a single word!! When I questioned their price and what that actually meant, there was a lot of mentions of 'special techniques' and 'can only be done by us'
Piffle I say!! Content is King, a web site that does well on SEO naturally has plenty of relevant content, doesn't get more simple than that.