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Trying to abide by Google’s ranking factors can often feel like trying to work with a boss who is impossible to please. No matter how hard you try to figure out exactly what the search giant wants, you can never quite right. When you finally think you’ve got it all figured out, Google always seems to change what it wants and refuses to reveal its criteria.

Well, unfortunately, it doesn’t seem reasonable to expect Google to reveal its secret list of ranking factors anytime soon. However, perhaps the fact that Google’s ranking algorithm is a secret is actually an advantage for dedicated content marketers. According to Rand Fishkin, “SEO is powerful precisely because it’s hard to predict and hard to measure. If it wasn’t, lots of people would invest a lot more, and the field would be far more competitive than it is. That ‘hard to predict/track’ quality is an advantage in many ways.”

Maybe Fishkin is right – maybe all of your hard work trying to keep up with Google’s algorithm changes and striving to appease the search giant is actually better than the alternative. But, even that is the case, wouldn’t it be nice to get a little bit of concrete insight into how to optimize your content for search based on Google’s current criteria?

(Read more at Blog.hubspot.com)