"The first ingredient to being wrong is to claim that you are right. Geniuses have a knack for raising new questions. Hence by the public they are either admired for their creativity or, even more commonly so, detested for disturbing the daily peace of mind."

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Search marketing, and most Internet marketing in fact, can be very threatening because there are no rules. There’s no safe haven. To do it right, you need to be willing to be wrong. But search marketing done right is all about being wrong. Experimentation is the only way. No one really knows whether that page will rank #1 in Google; no one really knows which paid search copy will get the highest click rate. Even experts can’t tell you which content will attract the most links. You just have to try it and see.

— Mike Moran