SEO is unlikely ever to be an exact science since the techniques used to promote web pages are constantly evolving as the search engines refine their algorithms to deliver more accurate results whilst combating spam. The efforts of marketers to understand search engine algorithm secrets has resulted in something of a cat and mouse game between SEOs and engine developers as they seek to exploit loopholes in the algorithms.

Many SEOs examine and probe engine algorithms in meticulous detail, testing different coding techniques to identify optimal markup; conversely, others swear that content is king – meaning the intrinsic value of a page and its resultant success in terms of SERPs visibility is largely dependant on good copy writing and tight relevance to search terms. When key players at search engine strategies conferences around the world disagree vehemently on the best approach to SEO, yet still deliver formidable results for their respective clients, it clearly illustrates there is as yet no perfect optimization strategy, simply best practice.

This is made more complex by the engines themselves who operate tightly guarded secrecy over their algorithms and processing techniques. Until recently, web marketers targeted and saw most traffic from Google; matters have changed now that Yahoo! and especially MSN have responded to the fray. As the battle for search supremacy became a three horse race the share of search segments has become more evenly distributed between the major players.

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