Jill Whalen gives some good down-to-earth advice about SEO and many of the problems that even SEO pros have. For example, many optimizers will make a change to their site and see that their rankings have changed also, so they think that because of the changes, those two things are related. Your rankings will always fluctuate no matter what you do. Don’t associate a change to your site with a change in your rankings unless you look into it and research a little more. That’s what she says.