I've always approached SEO in a sloppy, unscientific way, but a true professional is going to measure changes in Excel sheets or in-house tools to hone in on exactly what works instead of just making things vaguely better cowboy-style. How can they tell their tweaks apart without making one per month and waiting a month to really be sure that the change that happens, or the lack there of, is bound to the most immediate tweak? That paradigm would make improvement too slow for my patience. Hmmm. I guess some changes are actually distinguishable from others that might get jammed into the same rollout such as referring links with appended GET variables. But, if you change the name of an image, for example, or add some copy, how do you ever know (qualify/quantify) what it gets you all and all?
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