Few marketers “get” SEO. Even fewer succeed at it.
It’s easy to understand why: to outsiders, SEO sounds more magic than science. It seems to follow few rules and there is often no clear link between effort and reward.
(SEOs, of course, know otherwise).
It doesn’t help that unlike PPC or email marketers, SEOs have to basically guess what Google wants based on unreliable data and occasional leaks from Google itself…
