This is really good presentation from Rand Fishkin of SEOmoz covering the core aspects of what matters in SEO and how startups can think about it to make it their competitive advantage. Click here to check it out. It was presented at the first YCombinator conference to all the YC founders.

Based on my experience so far, this presentation is as good as it gets to cut through the noise and understand how to approach SEO. Take a look and leave your comments.