Search marketing is in a state of constant change. Google and other search engines are on an ongoing mission to keep poor quality websites from gaming the system - a mission that results in hundreds of algorithm updates a year. Some updates go unnoticed while others, like Penguin, create huge amounts of buzz (and no small amount of panic). Websites must be flexible and adaptable to keep pace with new developments, large and small.

One thing, however, has remained constant:...