SEO Aphorism: Attack By Stratagem

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SEO is war, whether we want to believe it or not. A victory in rankings can only occur when an opponent is defeated. And like all war planning, the key to victory is contained in strategy. If we plan on launching an SEO attack on other internet entities, perhaps we should consult some of the great texts on strategy before we begin. I can think of a book that is considered by most people to be a classic in this genre. The book, of course, is Sun Tzu’s Art of War.

In Chapter III, verse 17 Sun Tzu teaches us the following about how to defeat an enemy.

Thus we may know that there are five essentials for victory:

• He will win who knows when to fight and not to fight
• He will win who knows how to handle both superior and inferior forces

These first to points are completely applicable to the current discussion. The first thing any good SEO must learn is when to fight and when not to fight. It is not inconceivable to think that many keywords are well out of the reach of most SEOs for very practical reasons. So the first thing we must learn to do is to decide where to pick our fights. This is done through a process of careful keyword selection and competitive analysis. If you don’t stand a chance, pick a better fight.

The second part of the quote is equally applicable. Sometimes you can still win, even with inferior firepower, if you understand the principles of competition. There are many ways to skin the proverbial cat, but if you are clearly outgunned, then gunpowder should not be your weapon of choice. The skill of using the right weapon and the right strategy can only be learned by experience.

As usual, we can apply classic teachings to our very modern discipline and still expect great results. Why? Because human nature hasn’t changed that much, and all great SEOs in the end are also great students of humanity. If you know what people are seeking and you can help them find it, you have mastered the attainment of the art of practical SEO.

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