Remember a few years back when SEO was considered “voodoo” or “black magic” by anyone who didn’t understand it?
Really, SEO is based on the rules of a mathematical algorithm. This means the site meets or doesn’t, certain points on a mathematical scorecard and your site is then adjusted accordingly.
Though we haven’t been given these rules by the search engines, we can test against the algorithm and do things we know work because a + b = c. Math is predictable, testable, and somewhat verifiable.
So yes, even though Google does still suggest that SEO is… well, um, “bovine feces” – it really isn’t. As long as you’re doing it right.