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"Even if you do brain-dead stupid things and shoot yourself in the foot, but have good content, we still want to return it," says Cutts. In fact, Cutts says that Google tries to make it so that sites "don't have to do SEO." First and foremost is content, and there's no bonus for having good SEO.
So if you're planning that 2012 site budget, you might want to think twice about hiring that SEO expert and find a content expert instead.