Search Engine Optimization (SEO) can be complex. This is because there is a considerable body of knowledge associated with SEO. There is on-page SEO and off-page SEO. There are inbound links and outbound links. There is internal linking to consider and page ranking to weigh. Finally, there is the effort of keeping up with Google’s algorithmic changes. Yes, just when webmasters were beginning to feel that they had been able to deduce how Google was playing the SEO game, along came Panda and Penguin. These new animals in Google’s algorithm zoo, despite their cute names, were rather ferocious and shook off a lot of fruit from the tree of abundance.