(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.
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.
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...