When you try and say that link building is not seo, I think you should at least first understand what SEO is.

Nicholas’ definition of seo completely misses the point:

Search Engine Optimization (SEO):
the process of making changes to a website’s content in order to improve ranking within search engines usually for specific keywords

SEARCH ENGINE optimization.

That’s what we’re talking about here. The process of getting your site ranked highly in the search engines. There are many factors that go into SEO, of which “content optimization” or changing website content is one of them. Changing website content in and of itself is NOT SEO. That’s why anything you read about SEO will define two different areas that you have to work on in order to do SEO effectively:

On page factors and Off page factors.

Both of them put together is SEO.

So, before you talk about how seo doesn’t work or about how Aaron wall’s book about SEO is garbage, maybe you should first seek to understand what SEO is.