I have realized that Google search engine and my girlfriend behaves ironically similar! I would like to share some of the points with you. If you like, add more: I can never predict or know exactly what she wants. Similarly, I could not know what Google wants from me to rank. If I push too hard She runs away. I have to pretend that I am not desperate about her. SEO success in Google needs hard work but also you don't want to look like you are trying too hard. Every once in a month she needs an "update". During this period, she behaves even worse and unpredictable. Google does same (penguin, panda, Algorithm updates..) She hates to be cheated or lied, obviously. Even I am not cheating she could still get paranoid and crazy. Cheating your way to high rankings on Google won't work, and even if it does for short period, you can be penalized for long. Even you are not cheating, Google can get paranoid and still slap you! I have to be patient to get her love me, If I rush things it won't work. Also to rank on Google you have to wait and be patient. I love her and even I complain about her, I cannot live without her. We all webmasters complain about google but can't quit. Albert Einstein's definition of INSANITY : "Doing the same thing over and over again and expecting different results." For Google; If you do "The same things" to rank , it would give you different results!! You have to be Insane to be a SEO, believing doing the same f*ng thing but expecting different outcome.