(Part of the series on Sun Tzu's ; The Art of War – from the SEO perspective.)
Sun Tzu said;
Thus we may know that there are five essentials for victory:
- He will win who knows when to fight and when not to fight.
- He will win who knows how to handle both superior and inferior forces.
- He will win whose army is animated by the same spirit throughout all its ranks.
- He will win who, prepared himself, waits to take the enemy unprepared.
- He will win who has military capacity and is not interfered with by the sovereign.
We now embrace the concept of aligning all that we have learned in this section. Knowing when to be aggressive and when to be defensive. Knowing that one approach, static in nature, is ultimately doomed.
By employing a strong strategy, a smaller force (team, resources) can beat a larger one and vice versa. Understand the strengths and weaknesses of each position (a small website tends to be more nimble than a larger corporate one for example). Always be aware of opportunities.
Also ensure there is minimal interference and lines of communication through the chain of command. Opportunities cannot be capitalized upon when hindered by red tape.
Sun Tzu said;
Hence the saying: If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat.
If you know neither the enemy nor yourself, you will succumb in every battle.
Simple enough. Doesn't really need much adaptation does it? To simply approach SEO as a static or mechanical art is to be in a position to fail against a competitor whom has implemented a strategy based on these elements. And it could be me. :0)
(tune in Monday for the next edition)