Search engine optimization (SEO) is an art as well as a science. As with any scientific discipline, it requires rigor. The results need to be reproducible, and you have to take an experimental approach — so not too many variables are changed at once. Otherwise, you wonâ??t be able to tell which changes were responsible for the results.

You can glean a lot about SEO best practices, latest trends and tactics from SEO blogs, forums and e-books. But it can be hard to separate the wheat from the chaff, to know with any degree of certainty that a claim will hold true. Thatâ??s where the testing of your SEO comes in. Prove what works and what doesnâ??t.