Who would have thought that all it would take to make Tom Hanks a philosopher in the 90s would be to shave his head and start eating chocolates? For a short period of time, Forrest Gump inspired millions of people to contemplate the varied nature of life, and chocolates. Life is indeed like a box of chocolates, and not just because it often seems like someone else has already stolen all your favourites and left you with all of the coffee creams (we apologise in advance to the coffee cream lovers reading this).
The world of search engine optimisation, too, is like a box of chocolates. It probably sounds strange to hear that such a technical subject can be so unpredictable. SEO professionals never know what they’re going to get next in terms of an SEO job, and site owners can never really predict what their site’s SEO is going to be, or where it will take them.
If SEO is like a box of chocolates, it’s important to learn to accept what’s in the box. Fixating on a lemon cream is of no use if nut clusters are all that’s left. It is important to set plans for your site’s search engine optimisation, but it is equally important to acknowledge the unpredictable nature of SEO. New opportunities are likely to crop up during optimisation, meaning that new outcomes will become possible. Site owners and SEO experts that stick rigidly to their early plans can almost guarantee a lacklustre result.
Of course, most chocolate boxes come with a handy index card, so often you do know exactly what you’re going to get, but it’s a cute metaphor anyway.