(Part of the series on Sun Tzu's ; The Art of War – from the SEO perspective.)

Sun Tzu said:

The onset of troops is like the rush of a torrent which will even roll stones along in its course. The quality of decision is like the well-timed swoop of a falcon which enables it to strike and destroy its victim.

Therefore the good fighter will be terrible in his onset, and prompt in his decision.

SEO Style;

This speaks to timing. Knowing when to move and when not to can be quite important in SEO. It might be a seasonal target where we need to hit the space with velocity timed to peak. It may be a program that seeks virality; timing can be everything.

The SEO warrior must be conscious of timing. Knowing when to strike will help to ensure victory.

Sun Tzu said:

Energy may be likened to the bending of a crossbow; decision, to the releasing of a trigger.

SEO Style;:

In the early parts we again consider timing V preparation and strategy. I've seen link bait fail by missing a moment. Programs gone astray by not realizing core keyword evolutions. Many a arge corporations weakness in battle is the inability to be nimble. Timing plays a roll across all aspects of our world.

Sun Tzu said:

Amid the turmoil and tumult of battle, there may be seeming disorder and yet no real disorder at all; amid confusion and chaos, your array may be without head or tail, yet it will be proof against defeat.

SEO Style;:

If we have undertaken the planning, the strategy and other steps along this journey, then our strategy may seem like no strategy at all. It seems chaotic not planned. Our competitor should never see us coming. Even to the trained eye our SEO programs seem unclear or non-existant. Let others in the query space concern them with each other, considering your successes to be chance, while you move past and defeat them all.

Until next time.... remember; “Muddy water, let stand becomes clear.” - Lao Tzu

(Part of the series on Sun Tzu's ; The Art of War – from the SEO perspective.)

Sun Tzu said:

In all fighting, the direct method may be used for joining battle, but indirect methods will be needed in order to secure victory.

Indirect tactics, efficiently applied, are inexhaustible as Heaven and Earth, unending as the flow of rivers and streams; like the sun and moon, they end but to begin anew; like the four seasons, they pass away to return once more.

SEO Style;

Again, all battle consists of direct and indirect attacks. If we go beyond keywords we can consider vertical assets. We may come in direct (doing on-page SEO) but soon we must start using indirect methods (social media, public relations, outreach etc..). We can consider here that direct cannot exist in a void. We must always find indirect elements to enhance the program.

Sun Tzu said:

There are not more than five musical notes, yet the combinations of these five give rise to more melodies than can ever be heard.
There are not more than five primary colors (blue, yellow, red, white, and black), yet in combination they produce more hues than can ever been seen.
There are not more than five cardinal tastes (sour, acrid, salt, sweet, bitter), yet combinations of them yield more flavors than can ever be tasted.

SEO Style;:

Nuff said... the options are infinite in the world of SEO. It is how we combine and use the tactics that make the program.

Sun Tzu said:

In battle, there are not more than two methods of attack: the direct and the indirect; yet these two in combination give rise to an endless series of maneuvers.

The direct and the indirect lead on to each other in turn. It is like moving in a circle—you never come to an end. Who can exhaust the possibilities of their combination?

SEO Style;:

We take what we've considered about direct and indirect strategy, from keywords to programs. And consider while there are two constants, the many ways in which we can approach them is many. This is often the true art of SEO; knowing what to do, where to do it, how much and when.

We'll be back next week and I'll start posting 2x per til we 'git r done'.

(Part of the series on Sun Tzu's ; The Art of War – from the SEO perspective.)

Sun Tzu said:

The control of a large force is the same principle as the control of a few men: it is merely a question of dividing up their numbers. Fighting with a large army under your command is nowise different from fighting with a small one: it is merely a question of instituting signs and signals.

SEO Style;

Most readily this speaks to our resources, in particular staffing and teams. But not as readily digestible as it may at first seem. Each team must be equal in members and leaders. One of the more common mistakes I've seen is companies that grow faster than they can find talent to lead and do. Ensure talent, communication and systemic elements are consistent.

The load you bear will increase exponentially with the size of the team or company you are leading. Respect it not fear.

Sun Tzu said:

To ensure that your whole host may withstand the brunt of the enemy's attack and remain unshaken—this is effected by maneuvers direct and indirect. That the impact of your army may be like a grindstone dashed against an egg—this is effected by the science of weak points and strong.

SEO Style;:

In many of the interpretations I came across they speak of direct and indirect movements to throw the opponent off balance. Actions intended to confuse or to mislead. Attacking direct when setting up for the indirect attack and vice verse. Fixate the enemy's attention in one area and snatch victory in another.

In SEO we can consider this in many ways. One may be to make targets obvious and others not as much. Have them waste resources on a core high value target while you snatch up all the modified longer tail terms, (which generally convert better as well). Don't make your SEO strategy obvious.

Thanks for dropping in. After a year off, I shall endeavour to finish the series in the coming weeks. Drop your own thoughts in the comments...

Hi there, miss me? Didn't figure so....

It's been nearly a year since I posted over here, but will be doing a re-design and getting back to the Art of War; SEO Style series in the new year. The Trail shall live on.

Anyway, as has been the tradition for a few years, we're making merry giving peeps social avatars for the holidays (see last year's version here). We've even got a head start already with a few folks (see below). If you're interested, just track me down on Twitter, Google+, Facebook or leave a comment and we shall hook ya up!!

Here's the (growing) additions to this year.

Happy holidays from yer fav Gypsy (and likely the only one ya know...). We'll get back together here in January. Ok?

(Part of the series on Sun Tzu's ; The Art of War – from the SEO perspective.)

Sun Tzu said:

The consummate leader cultivates the moral law, and strictly adheres to method and discipline; thus it is in his power to control success.

In respect of military method, we have, firstly, Measurement; secondly, Estimation of quantity; thirdly, Calculation; fourthly, Balancing of chances; fifthly, Victory. Measurement owes its existence to Earth; Estimation of quantity to Measurement; Calculation to Estimation of quantity; Balancing of chances to Calculation; and Victory to Balancing of chances.

SEO Style;

Essentially the ability to succeed will rest with you. Each link in the chain from planning to strategy to execution depends on the other and you have the power to control the outcome. I hear you saying, “What if Google changes the game?”. Then your strategy and planning must account for this potential.

Sun Tzu said:

A victorious army opposed to a routed one, is as a pound's weight placed in the scale against a single grain. The onrush of a conquering force is like the bursting of pent-up waters into a chasm a thousand fathoms deep.

SEO Style;:

And so success lies in bringing all the elements (discussed so far in this series) to bear in an organized and timely manner. When you do it right, success is all but guaranteed with your program. Weaknesses become strengths, the unforeseen becomes seen

(tune in Monday for the next edition)

Hey gang, as you may or may not know, I am using this as my personal blog for musing and other fun. Most of my writing will now be done at Search News Central, Search Engine Journal and Search Engine Land. But since a lot of folks still come here, it seems a good idea to give you an update on recent news

SEO Dojo T-shirts - back last fall there was a post here with some funky shirt ideas and after finding some time in my insane schedule, we manage to get them together. Go have a look, I hope you like them. More to come soon.

Social Signals and SEO - was an article I posted this week on SNC that looks at the over growing hyperbole surrounding the world of social signals and search. Hopefully this sheds some light on it all and we can be a little more realistic moving forward.

Patents 2010 - for those of my geeking brethren, I did a series of posts rounding up the various patents of interest from the big 3 (now 2?). You can find them here; Google, Bing, Yahoo!

Search Geeks Speak; Danny Sullivan - we've started a new show on SEO Dojo Radio where we will be talking to various people from the search industry. The first show kicked things off well as Danny Sullivan dropped by to hang out. A good time had by all.

And there you have it... I hope 2011 is going well for you and we'll cya in da' SERPs!

(Part of the series on Sun Tzu's ; The Art of War – from the SEO perspective.)

Sun Tzu said:

What the ancients called a clever fighter is one who not only wins, but excels in winning with ease. Hence his victories bring him neither reputation for wisdom nor credit for courage. He wins his battles by making no mistakes. Making no mistakes is what establishes the certainty of victory, for it means conquering an enemy that is already defeated.

SEO Style;

As an SEO warrior, seek to employ greater strategic elements than the opponent(s). Be lean and nimble to capture opportunities (often hard for larger corporates). See the larger picture. When you do this you may seems to win with ease. To the observer you have done seemingly little but accomplished much. As noted in 1 translation;

Mei Yao-ch`en says: "He who only sees the obvious, wins his battles with difficulty; he who looks below the surface of things, wins with ease."

Have a better plan and make as few mistakes as possible, success is nearly certain.

Sun Tzu said:

Hence the skillful fighter puts himself into a position which makes defeat impossible, and does not miss the moment for defeating the enemy. Thus it is that in war the victorious strategist only seeks battle after the victory has been won, whereas he who is destined to defeat first fights and afterwards looks for victory.

SEO Style;

Simply enough, be prepared. As we have discussed prior it is not all about brute force (think large budget) nor is it all about strategy. It also does not revolve around the best team nor resources at hand nor timing even. It is about no single element. But by considering all of these elements and how they will affect the battle (SEO program) and anticipating mistakes (Mr Murphy is always on staff) puts us in an excellent position to succeed.

Never simply charge in and then begin to plan on the fly. While it may work now and again, it surely isn't the approach to guarantee long term success.

(tune in Wed for the next edition)

(Part of the series on Sun Tzu's ; The Art of War – from the SEO perspective.)

Sun Tzu said:

The good fighters of old first put themselves beyond the possibility of defeat, and then waited for an opportunity of defeating the enemy. To secure ourselves against defeat lies in our own hands, but the opportunity of defeating the enemy is provided by the enemy himself.

Thus the good fighter is able to secure himself against defeat, but cannot make certain of defeating the enemy. Hence the saying: One may KNOW how to conquer without being able to DO it

SEO Style;:

We cannot seek victory by securing our own assets and positions. Ultimately, you must find weaknesses, tactically or strategically, to ultimately prevail. This can be pages ranked above or below you. Against companies not only individual query spaces. It can be considered on a few levels. We consider not only rankings but also budgets. Think big.

But ultimately we can only do our best to position ourselves well in the battle, seek the advantage strategically and come what may. You won't win all the battles, but quite possibly the war. To best position against defeat we conceal our dispositions (make your tactics hard to detect, so they aren't even sure a 'professional' SEO is on the job).

Sun Tzu said:

Security against defeat implies defensive tactics; ability to defeat the enemy means taking the offensive.

Standing on the defensive indicates insufficient strength; attacking, a superabundance of strength.

The general who is skilled in defence hides in the most secret recesses of the earth; he who is skilled in attack flashes forth from the topmost heights of heaven. Thus on the one hand we have ability to protect ourselves; on the other, a victory that is complete.

SEO Style:

Right away the old (sports) saying comes to mind; you can't play 'not to lose'. There are times to play it safe, close to the chest, but one also must know when to move. Not to lose, is avoiding aspects that can bring it crashing down (glaring search engine offences). Taking the offence is being the first mover on a news story.

To be successful you need to wield both the sword and the shield. Tactics is about knowing when you are weak. Don't waste resources on campaigns that offer little or you're ill equipped to carry out. Protect those above the fold rankings and go lateral taking #1's on the flanks.

Employ offence and defence strategically.

(tune in Thursday for the next edition)