SEO (Search Engine Optimization) is never a completely sure thing. If a company claims that it can guarantee to get you to the top spot in the SERPs (Search Engine Results Pages) for any given keyword, you should run a mile: they're blowing smoke.

While this is true however, what is also true is that some methods are more successful than others. And some are more of a 'sure thing' than others.

And in that regard, the SEO strategy that is perhaps the closest thing there is to a guaranteed route to success... is split testing.

Split testing essentially means taking a rigorous and somewhat scientific approach to your search engine optimization, which effectively means removing the guess work from the process. In fact, what split testing really amounts to, is helping your site to 'evolve' to become the most optimized version of itself.