(Part of the series on Sun Tzu's ; The Art of War – from the SEO perspective.)
Sun Tzu said:
In the operations of war, where there are in the field a thousand swift chariots, as many heavy chariots, and a hundred thousand mail-clad soldiers, with provisions enough to carry them a thousand LI, the expenditure at home and at the front, including entertainment of guests, small items such as glue and paint, and sums spent on chariots and armor, will reach the total of a thousand ounces of silver per day. Such is the cost of raising an army of 100,000 men.
(*2.78 modern LI go to a mile. The length may have varied slightly since Sun Tzu's time. )
When you engage in actual fighting, if victory is long in coming, then men's weapons will grow dull and their ardour will be damped. If you lay siege to a town, you will exhaust your strength. Again, if the campaign is protracted, the resources of the State will not be equal to the strain.
Here we can say that the health of the nation, (client or owner of the site) is greatly dependant on the SEO program not being a long term burden. As with the planning at the beginning of this ride, we must ensure that reaching targets that generate revenue are within a reasonable limit (time and resources). Planning and implementation must deal with budgetary restrictions.
If you engage in a program that is working too hard in non-profitable areas, you run the risk of losing the faith of the 'nation' and things may come to an abrupt end. We must choose our targets, methodologies and time scales wisely.
(Now) when your weapons are dulled, your ardor damped, your strength exhausted and your treasure spent, other chieftains will spring up to take advantage of your extremity. Then no man, however wise, will be able to avert the consequences that must ensue.
Thus, though we have heard of stupid haste in war, cleverness has never been seen associated with long delays.
Should you cause such trepidation upon the 'nation' don't be surprised to be left behind by competitors and ultimately relieved of your duties. There must always be a balance between over thinking your approach and what the situation will bear in terms of patience, budget and resources.
(tune in Wednesday for the next edition)