In the first paragraph they mention the need for quality content and then go on to give some methods of increasing exposure. So I don't think they were downplaying it.
And regardless of whether it is a page on your site or an article that you write, it must be well written or no one will come.
I'm thankful that people share what they do. It is all helpful. Content will always be king for retaining your clients and rankings, though.
Tips and tricks are just that. Sooner or later the search engines figure out the new ones and those that used them exclusively drop off. If you are in it for the long haul, the bumps in the road won't hurt as much.
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