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SEO (Search Engine Optimization) is an awkward topic for most web developers. Unlike web development, SEO is not an exact science and impact of specific SEO actions can become visible after days, weeks, months, or sometimes — never. SEO is quite different than other sorts of web development, where you make a code change, switch tab to the browser, refresh, and voila: your changes are instantly visible.

Search engine’s ranking algorithms change constantly, almost as fast as new JavaScript frameworks pop up. These changes are not documented, and in the best case, they are just hinted. Luckily, there is a number of SEO experts who are running a bunch of different experiments to figure out what’s working and what’s not, and sharing their findings with the world.

Searching for SEO best practices often returns contradictory and outdated information or topics related to keyword research, content optimization, and link building. It can be really easy to get lost in all the constant updates, and dismiss SEO as something only SEO experts should do.