Mike Moran quotes:

In the spirit of the Irish people, Osama bin Laden, you can kiss my royal Irish ass!

This is not your father's marketing. Instead of "do it right no matter what", search marketing demands that you "do it wrong quickly and then fix it".

Search marketing, and most Internet marketing in fact, can be very threatening because there are no rules. There's no safe haven. To do it right, you need to be willing to be wrong. But search marketing done right is all about being wrong. Experimentation is the only way. No one really knows whether that page will rank #1 in Google; no one really knows which paid search copy will get the highest click rate. Even experts can't tell you which content will attract the most links. You just have to try it and see.