All we need is yet another acronym in our bowl of search engine marketing alphabet soup that already includes ROI, ROAS, CT, SEO. But there is one more worth mentioning, one you should be aware of and avoid at all costs: Ranking Obsession Syndrome, or ROS. You don’t have to search hard to find someone who’s obsessed with whether their company’s search engine rankings has moved from position...

Let’s imagine you learned of a mechanic who could double your gas mileage. You could take your car in and, after paying for a few modifications (which are legal, moral, and ethical), your gas mileage would be forever doubled. You would get to enjoy the savings and efficiency for as long as you own your car. Would you do it? While I know of no such mileage-doubling opportunity, I am aware of a sales-doubling...