One of the things about search engine optimization (SEO) that never ceases to amaze me is the sheer ability of a business to underestimate the long-term consequences of their zig-zag, one-time SEO decisions.

What I mean by zig-zag decisions is a business’ ability to zig to implement the hottest or latest fad in SEO only to zag when the next best SEO tactic arrives for all to partake.

One of the problems with this type of SEO strategy is that it leaves you open and vulnerable to the long-term impact of negative SEO should the tactic become too popular and deemed black-hat SEO by search engine algorithms.