Skip to Main Content
The Art of SEO
book

The Art of SEO

by Eric Enge, Stephan Spencer, Rand Fishkin, Jessie Stricchiola
October 2009
Beginner content levelBeginner
602 pages
19h 50m
English
O'Reilly Media, Inc.
Content preview from The Art of SEO

Conclusion

SEO is both art and science. The artistic aspect of SEO requires dynamic creativity and intuition. The search engine algorithms are too complex to reverse-engineer every aspect of them. The scientific aspect involves challenging assumptions, testing hypotheses, making observations, drawing conclusions, and achieving reproducible results. These two ways of thinking will remain a requirement as SEO evolves into the future.

In this chapter, we conveyed some sense of what is coming in the world of technology, and in particular, search. Although the past decade has seen an enormous amount of change, the reality is that it has simply been the tip of the iceberg. There’s a lot more change to come, and at an ever-increasing (exponential) rate. If the Law of Accelerating Returns holds, we’re in for a wild ride.

In this fast-moving industry, the successful SEO professional has to play the role of early adopter. The early adopter is always trying new things—tools, tactics, approaches, processes, technologies—to keep pace with the ever-evolving engines. At the other end of the adoption curve are the laggards. Every industry has its laggards. In SEO, the laggards are still touting the benefits of meta keywords to their unsuspecting victims (er, customers).

It is not enough to adapt to change. You will need to embrace it, to evangelize it. Many in your (or your client’s) organization may fear change, and steering them through these turbulent waters will require strong leadership. Thus, ...

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

The Art of SEO, 2nd Edition

The Art of SEO, 2nd Edition

Rand Fishkin, Eric Enge, Stephan Spencer, Jessie Stricchiola
The Art of SEO, 3rd Edition

The Art of SEO, 3rd Edition

Eric Enge, Stephan Spencer, Jessie Stricchiola
SEO Management

SEO Management

Véronique Duong

Publisher Resources

ISBN: 9780596809133Errata Page