I have been involved in marketing for a long time and things do change frequently in the marketing world. If you are reading this 2 or 3 years from the time I wrote it, you might think I’m crazy. In marketing the one thing that changes the most often is SEO. Google changes the rules constantly, and the other search engines try to keep up. You think you have your strategy all heading in the right direction, but then change happens, so you can’t just set it and forget it. You have to look ahead to the next change coming. Google changes its search formula on average 550 times per year. Most of these changes are minor, but some will change things in a significant way as to how your site shows up in the page rankings. They want to provide their customers (the people asking Google questions) with the best experiences, so their systems are growing and getting smarter all the time, hence these constant changes.