SEO is a turbulent river where the only constant is change. It's a frustrating truism that torments the analytical minds within the digital marketing industry. However, by abandoning the empirical and focusing on the theoretical, you realize the river has always been flowing toward the same mouth. Reflecting on this end destination can illuminate novel best practices and a map for future SEO navigation.
It’s easy to forget that philosophy and science maintain a symbiotic relationship. SEOs seem to spend a disproportionate amount of time trying to uncover how search engines work and what the engine’s spiders are seeking. We look at the hard-coded facts of the online world. We desperately gather information from past analysis, blending it with present strategy in order to affect future outcomes. We tend to focus on the science of it all. It’s easier to comprehend, easier to target and much easier to measure. We forget to take a step back and look at the larger picture, to practice my favorite aspect of SEO – philosophy.