Search engine optimization (SEO) might be one of the most maligned subjects on the web. From talk of black-hat SEO (where people use unethical methods to gain rank in search engines) to white-hat SEO (the way the good guys operate), how best to get traffic to your site is loaded with opinion and myth.
Trying to learn about SEO is difficult, to say the least. There are a few problems:
No one knows for sure what works; the search engines won’t reveal their algorithms.
Many people pushing SEO information are in business only to make easy money from providing minimal or poor services.
The whole topic is really complex (see point 1).
This chapter emphasizes something slightly ...