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 part of them. The scientific aspect involves challenging assumptions, testing hypotheses, making observations, drawing conclusions, and achieving reproducible results. Embracing 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 previous 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 them. 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. ...

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