Too often SEO experts approach optimization with the wrong mindset, "almost a tick-box exercise" that limits opportunities for the success of great Web sites, according to Ben McKay. So, he suggests a way out for those who get stuck in the process.
McKay analyzes SEO as an art as well as science. The lengthy post covers market penetration, development, diversification, traditional marketing, and more. He presents the problems, but also suggests several solutions for each.