In Web marketing there are many conflicting and opinions about what works best. Some people act like there is only one way to market a Web site, perhaps by creating only Web sites that act like superior link bait. The problem with such philosophies is that one shoe does not fit all feet on the Web. A truly good master of the Art of SEO understands that each Web site needs a specially customized campaign to help it in the search results. But a master marketing strategist understands that search engine optimization is only one area of Web marketing.
You may find it very ironic that some people will tell you that search engine optimization is all about links and then, in the same article, talk about the need for keyword research and buying PPC ads. If the art of SEO is really all about links, then why does anyone need to do keyword research or buy advertising? Clearly there are some non sequiturs running around in the SEO guru community.
The best search engine optimization is founded upon a solid understanding of SEO theory. When you take a scientific approach to implementing your search engine optimization you don’t have to make your “art” look pretty. The solid results you achieve will convince most people you are doing the right job. Some people do a great job at documenting the important lessons of SEO theory but there is always room for more good information about SEO theory.
If more people studied the fundamental principles of search engine optimization there would probably be fewer misleading guides and tutorials out there. The most important part of SEO happens outside the search results completely. It’s not the on-page stuff, it’s not the off-page stuff, it’s the off-SERP stuff that makes the biggest difference. That is what the best minds in SEO theory keep telling people. That is the secret truth about SEO theory.
