Over the next month or so we're going to have some fun here on the Trail and take a look at Sun Tzu's ; The Art of War – from the SEO perspective. The idea came from necessity.
I had been meaning to read it again (hadn't since my early 30's) but given my work/writing schedule, I had no idea where to fit it in. So hey, if I need to churn out blog posts, but need time to read, why not combine the two I figured, right?
So here we are... I will put a few parts out each week and we can then work it out in the comments. At the end of the journey I will be releasing a PDF with the entire series... Enjoy!
Chapter One - Laying Plans; Part I
Sun Tzu said: The art of war is of vital importance to the State.
It is a matter of life and death, a road either to safety or to ruin. Hence it is a subject of inquiry which can on no account be neglected.
For the SEO, understanding how to combat in the SERPs is paramount to the success of the site and/or program. This is the beginning. You must treat the process with urgent care. One can never be callous with a web property and should at all times seek to gain insight. All actions bear a kind of fruit.
As such, well before we begin the campaign, we must focus on the preparations (team, resources, research and planning) that will be required to set things in motion.
Laying Plans; Part II
The art of war, then, is governed by five constant factors, to be taken into account in one's deliberations, when seeking to determine the conditions obtaining in the field.
The Moral Law; causes the people to be in complete accord with their ruler, so that they will follow him regardless of their lives, undismayed by any danger.
Heaven; signifies night and day, cold and heat, times and seasons
Earth; comprises distances, great and small; danger and security; open ground and narrow passes; the chances of life and death.
The Commander; stands for the virtues of wisdom, sincerity, benevolence, courage and strictness.
Method and discipline; are to be understood the marshaling of the army in its proper subdivisions, the graduations of rank among the officers, the maintenance of roads by which supplies may reach the army, and the control of military expenditure.
These five heads should be familiar to every general: he who knows them will be victorious; he who knows them not will fail.
In this we must survey the team, understand how to get the most from them. Identify those that are leaders and those that will hold less important stations. This includes contractors, staffers, in-house or corporate liaisons and even other departments (such as social for example).
Long before the battle is ever to begin we must prepare and motivate the troops. Secure and structure the parts required to achieve success.
Furthermore we must understand the spaces themselves and how long it may take to achieve our goals. Can the system bear the requirements. What of economic slowdown? Losing core pieces of the team or it's resources can tax your campaign. Will the approach you're taking scale.
If you are to be the general, all aspects must be considered when leading off into battle.
(stay tuned for the next one... will be 50 or so..weeee)