Bruce Clay was a pioneer in SEO, before me even, right in the sweet spot many years ago. I have met him many times. Unfortunately, he did not keep up with the changes; and when Panda 3.9 cam around, he all but disappeared. His prices were high, and he did not adjust them. His selling approach is dumb-down, based on reputation, not results, and not current or original techniques. Best practices in SEO is an oxymoron. If you do what-everybody else is doing, it will not work. It is not about SEO anymore, though it is still critically important. It is called content marketing now, a word that did not exist back then, and it is very different.