Ian Lurie // Aug 15 2011
I’d love to say I’m about to draw a spectacular parallel between cycling and internet marketing. But internet marketing isn’t anything like cycling. I’ve never barfed after a hard day of internet marketing. Nor have I gotten road rash because of a badly-behaved poodle. And I never won a bicycle race because of my brain or my writing skills.
But there are times in both when you just have to pedal harder, dammit.
I had a cycling coach once. He was about 5’6″ of pure muscle. I’m pretty sure he could leg press a VW Bug. He also spoke with an Italian accent so thick I could barely make out what he was saying.
He was awesome.
So one day, I’m analyzing my lousy finish in the previous weekend’s race (not unusual). I ask the coach, “What could I have done differently? Did I make a bad tactical decision? Should I have eaten different food? Maybe drink more water next time?”
He looked at me briefly and said “Pedal harder, dammit.”
I looked so wounded that he burst out laughing. But I got the point. Until your effort equals competitor efforts, you can’t win. By matching your effort to theirs, you get a chance to win.
Here are a few signs that, in SEO, PPC, or whatever, you need to pedal harder:
There you go. Pedal harder. Execute. Hmmm. Bet this post ranks for ‘pedal harder’ tomorrow. Maybe TheSufferfest guys will buy an ad.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More