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I'll give you a scenario to think about.
You have a wiget service website. Your service is very niche. One day the national news do a story about your service, not directly speaking about your wiget website though. This starts lots of spin off stories on the web about this service and lots of links suddenly point at your site from these trusted news sources.
Now, what did you do to get these links? NOTHING. It was pure luck and chance. Now, you needed to have a reputable site for these links in the 1st place, but this will help your SEO efforts without your direct input. I call this LUCK.
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