Some major corporations, like Thomson Financial, publicly admit that they generate news reports using robots to write the content.
The cost of creating content for the sake of it has dropped to ~ $0. In a market dominated by outsourcing and automated content generation, a search engine has to look beyond what we say about ourselves if they want to stay relevant.
Part of what allowed Google to grow so influential so fast is that they use elegant link analysis in their relevancy algorithms. If another site links to you saying that your site is about "Chicago dentists" then that link is interpreted as a vote of trust for your site for "Chicago dentists" and closely related topics.
Not all votes are counted equally. The more quality websites that link at a given website, the more that website is trusted when it links out to other websites. PageRank is designed such that links from the homepage of a leading university is trusted more than a link from a low quality website that links to other low quality websites.
Search engines only trust us if others trust us too.
Search engines follow people.
A properly optimized Web site can go from search invisibility and zero rankings to top spots in the search engines, especially if optimization is combined with known off page ranking factors and URL marketing.
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