Agree with @Marilyn Moran SEO is many things "simple" not the first idea that jumps to mind. Realize the Forbes writer thinks he can make SEO "simple" for the C-level and maybe he does in the sense that they know SEO exists, but based on this article they have no capacity to DRIVE there themselves.

Problem with this web stuff is if you half to pay me or my tribe to interpret for you you've done two bad things at once - 

* Doubled or more your content marketing costs.

* Become dependent. We have to fish for you forever.

For example, I love this line, " but 90 percent is merely about consistently doing what feels natural and testing." I heard the process of SEO and testing defined better by Tobias Walter from @Shoeboxed team at Triangle Startup Factory today:

Traffic, Conversion, Revenue (TCR)

The big idea is those three ideas are connected . Biggest impact comes from working on one at a time. First you increase traffic. Once that goal is achieved you work on increasing conversion. Once that goal is bet you increase revenue.

Once you've made the turn through all three you go around the horn again rinsing and repeating ad infinitum. Much better explanation and more true to my experience as a Director of Ecommerce fo 7 years ( mad $30M+, AOV never over $62) and then Director of Marketing for an agency for 2 years (Klout up 292% and 2 record years).

When isolating the three key ideas of TCR (Traffic Conversion Revenue) from each other you don't get wound up in the wrong conversation. Yes you can attempt to knock down traffic and conversion at once. Chances are you will die trying or drown in attribution. Better to isolate, improve and then circle around again. 

Much more CLEAR explanation of SEO At Triangle Startup Factory today by Tobias Walter from Shoeboxed. We won't have to fish for Tobias or the Shoeboxed team any day soon :). Marty