• Search Engine Journal, Tuesday, March 31, 2009 1:45 PM

True of false: There is some mystical secret formula that SEO professionals use to calculate, analyze and optimize a Web site and/or Web page. Answer: False. James Morris explains most methodologies for analyzing SEO factors are very scientific and based on readily quantifiable data."As changes occur in search engine algorithms, so do these formulas," he writes.

Aside from debunking a handful of common SEO myths, Morris provides several "credible resources" for building SEO skills and defining campaigns. He also lists seven missions of a SEO professional. They include determining the client's ideals and goals, and defining the target market. As an SEO professional, you will need to know the terms and phrases competitors use, the keywords with the higher saturation, and the long-tail results that can return the highest investment.

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