"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."

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Separate yourself from your ideas and your work and see them as something separate from yourself, you’ll feel you truly have the right to be wrong. If an idea fails, why not let it be the idea’s fault instead of your own? Allow your ideas to fail without turning them into personal defeat. When you fail you discover your boundaries. You map out the edges of your capabilities. And this allows you to eventually move beyond them. Being wrong eventually leads to being right. And even where it doesn’t, it’s still a more interesting path than being nothing.

— Steve Pavlina