However, the funny bit about our endless quest to know how Google ranks pages is that the truth has always been right in front of us: do the hard work of knowing your customer inside and out, establish your authority, and deliver the high-quality content they need.

via Google Hummingbird: Are You Still Playing Russian Roulette with Google? | Copyblogger.

This is a seriously good article.  I recommend it highly if you are trying to establish an online brand.