Search Engine Optimization is polymorphic, yet a high percentage of SEO experts still place the emphasis on “keyword feng shui.” While moving organic search phrases around a web page sounds impressive it has little to do with SEO. Unique and informative content to provide visitors information they are searching for combined with positive visitor experience is far more important. Effective SEO is far more complex. What seems like an endless dichotomy of best practices is actually better described as “search engineering” with the onus placed on details and execution.