Chapter 3. Eternal Truths of SEO

You've probably heard that SEO and the search engines change constantly, and it's true. But there are some things about SEO that haven't changed much, and probably won't for a long time to come. These Eternal Truths include basic information that you will use starting in Part III and for the duration of your SEO campaign. You don't want to chisel this stuff in stone, but it calls for something a little more permanent than a dry-erase marker.