• It’s an oft-repeated cliché: SEO is one part art and one part science.The Left Brain and Right Brain delve a little deeper into two Eternal Truths:
  

• The Left Brain Says,“SEO is a Science! I originally learned SEO by using an experimental approach: trying different strategies and observing how successful they were.There’s nothing fancy or difficult about science. It just means asking questions and seeking answers:Will adding keywords to my HTML comments tag help my rankings? Which of these two landing pages will bring more conversions?
  

• “A PPC campaign provides the best opportunity for testing hypotheses because PPC allows you a great deal of control over your listings and your landing pages. And, most important, PPC has a quick turnaround, so you won’t have to wait months for the results of your experiments. So give it a try (we’ll help you do this in Part III)! Compare results for two ads with slightly different phrasing. Or build a page just for testing purposes, and see what happens when you triple the keyword density. Science is fun—hey, don’t look so surprised!”
  

• The Right Brain Says,“SEO is an Art! SEO can never truly be a science because you’ll never be working in a vacuum.Your competition pulls a surprise move, the algorithm throws you a curveball… you can’t control for these factors. Sure, your tests are fun, and they can even give you a lot of helpful insight. But anyone doing SEO needs to be comfortable working in an environment that is often more guesswork than empirical proof. Isn’t it better to focus on the art of SEO—well-crafted text, a thoughtful, user-friendly site design, and personal connections? In its purest form, SEO is the art of persuasion!”