An article with this title was published in the Sydney Morning Herald yesterday and provided a detailed summary of the current trends in the SEO market, plus Google's attempts to combat search spam. Read the full story here.

It's mostly a well researched and written piece, giving a good balance to the sector and the way techniques have changed over recent years. One very relevant comment about SEO says that "it's increasingly the case that strong organic (search) rankings require an integrated effort from several disciplines (PR, writing, design, web development), making SEO a fundamental component of a web strategy rather than an afterthought".