By now, everyone knows about search engine optimization (SEO) is important. If your content isn't optimized, then your website isn't being found – which can make or break your business.

But many of us are also very aware of what we not I know. SEO is a complicated industry full of ever-changing tactics, and even experts sometimes disagree on what's best. So we wanted to ask: What do SEO insiders know that we don't? We collected their advice, then took it down New York Times best-selling author and SEO expert Neil Patel. Here's what we learned.

1. Results will vary.