Marketers have an advantage in knowing the SEO algorithm consists of lines of code written by humans and runs on servers. Yet algorithms change constantly, as often as 400 times per year. This means
observations, data, and controlled experiments could become irrelevant. SEO practices built five or 10 years ago are not always valid today.
Peter Meyers runs through "fundamental assumptions"
and the evidence to support each to prove his point that what worked yesterday will likely not work today.
Read the whole story at SEOmozBlog »
I'm not going to read that article because I fear it will just make me angry. Most people want to make SEO something complex while at it's core, it continues to be very simple:
- Put on your site what people are using to search with.
- Make sure your site gets indexed.
- People search and find listings for your site.
- If you listing seems to be what they want, they click and visit your site.
While the all-go-rthyms do change often, the basic way things work does not. Making the process complex, difficult, and a mystery only serves to foster consultant dependance and make excuses for poor results, in my opinion.