SEO experts can hate Google’s algorithm updates as much as they want, but they still can’t deny that recent changes have a very high-minded purpose. Google’s end-goal is to “organize the world’s information and make it universally accessible and useful”, which is pretty much revolutionary.
Google isn’t the only search engine in the world. But, in terms of the internet that’s the neither deep nor dark web, it is the only one that matters. If you want to build your online presence, you’ll need to do it on Google, which means you’ll have to do it by complying with Google’s standards.
And, since Google’s end-goal is to make the internet a better place for users, not businesses, that should be your goal too. This means no irrelevant links, no spammy links, and no link buying. Any technique that revolves around this will get you penalized before you can even utter the word SEO.