Search Engine Optimization/Search Engine Marketing: They Really ARE Rocket Science!

I sat through technical descriptions and formulae of converting keywords, Keyword Effectiveness Indicator (KEI), keyword phrase distribution, how search engines and spiders work, and the answer to “The (Literally) Million Dollar Question”:

“How do I get listed in the top 10 on Google?”

At the same time, certain amid this blizzard of dizzying high-tech talk, a number of old-fashioned phrases popped out of my notes from Direct Marketing 101—commonsense stuff I have known and written about for years. For example, Brooks did a 10-minute riff on how to do an A/B split, and the audience sat wide-eyed in rapt silence.