Search engine optimization. Blogging. Optimized content. Keywords. Analytics. These are all marketing buzzwords designed to intimidate the laymen.

SEO is like playing a sport. You have two actors at play that impact your ability to play: the opposing team and the refs. The opposing team represents your competition: other businesses competing over the same keywords and organic traffic. The refs: Google, Bing, and the search engine algorithms that determine the rules of the game. The ebb and flow of these two actors will determine your success.

However, you have little control over the performance and behavior of the refs and the opposition. All that you can do is control your own game with an experienced coach in your corner, helping you strategize and navigate the playing field.