In my forthcoming book, “Everything I Know about Marketing I Learned from Google,” I cover the “Googley” lesson, “Test Everything,” in chapter 8.

From the selection of its now-ubiquitous logo to the shading of the blue in its toolbar — which went through 41 gradations, mind you — Google is fanatic about testing every possible combination of variables when releasing and improving its various products and assets.

SEM professionals know all too well the importance of testing and iterating. Every element of a PPC and SEO program must be continually refined and optimized. Keywords, copy, landing pages, oh my!