Whitey - 12:37 am on May 24, 2012 (gmt 0)

backlinks anchor text, keywords density, and I think that includes internal links

Absolutely.

The difficulty is in finding the right balance, and how to steadily dumb down those effects, whilst maintaining, then building traffic back.

Really folks should not be so clinical about these factors working in isolation. A site full of backlinks covering all possibilities in many cases is not good UI. In some cases it can be. You've got to think Panda to , ie a good user experience.

But as usual I'm seeing brands getting a free ride through this, so it seems trust/brand signals cause such a weight of benefit. Nothing new here - just reinforcing what's been said before by others.