Dive summary:

The author, Keith Brown, thinks that search professionals should consider how Matt Cutts attained SEO "rockstar" status and how he might position himself salary negotiations.

Lesson 1: "Make it impossible to fill your shoes" by constantly improving your skill set and reinforcing your success via data.  
Lesson 2: "Make a practice of adding value in your industry" by speaking at conferences and workshops, and teach others what you know.
Lesson 3: "Make written and verbal communication a priority" by making videos and guides that avoid jargon employ analogies that 
Lesson 4: "Make your compensation match your value" by going beyond the job and impacting your company's culture.  If you combine the measurable impact of your SEO efforts with positive cultural additions, you approach rockstar status.

From the article:

I was driving home a few days ago, thinking about a persons “value” to an organization. Not what they think they deserve because of pride, not what their friend at an agency makes, but how much they truly bring to the table.

In the case of a summer intern, most would say they are easily replaceable, but what about larger than life figures like our annointed industry guru Matt Cutts?

Over the last few days I’ve thought about what it takes to prove that rockstar value inside a company. Here’s 4 things I feel like each of us can do to bring more to the table, and get more in return.