One of our greatest challenges as SEO experts, is that the field is in constant flux. As a search consultant, I find that really exciting – the very thing that adds spice to this profession. My beliefs yesterday need to be retested for veracity. Unfortunately, not everyone in the search profession follows this notion – I’m constantly hearing of tidbits of last year’s wisdom espoused as the Truth. And to compound the complexity of the issue, how are our clients to know the difference?
It must continue to be an integral part of our process to constantly test, and retest. Which is what we do.