Why is SEO so hard to figure out? The short answer is because unless you’ve been in the industry for a long time, it’s really hard to discern good information, to bad information, to obsolete information. So the only way you really know is through experience what works and what doesn’t. Plus, some of the work is so intangible, that the value of the work is very subjective. This won’t change for a long time because the solution is more proper education, but that’s difficult when the industry changes so often.