This book I'm reading on SEO is like drinking nightquil.

The more I read the harder it gets to not pass out.

It's all bullshit... It changes month to month....

It comes down to these two things....
What people are searching so look for keywords

And make sure your code is the most up to date it can be

SEO is an obscure science with so many theories created around It that you could expend your entire life trying to understand It and you will still don't know if that change you made that day was the cause of the lowering in SERPs position or maybe Google realized your page is shit. FUCK YOU GOOGLE AND ALL YOUR OBSCURE RULES.
P.S. I hate SEO.

@drecdroid I would not even use the word science...

@Charmgoggles nah, it think "science" fits well for SEO

@darksideplease
Yeah, science fiction!
tssk, home run!

@darksideplease the black magic of seo seems more fitting.