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.
Sometimes, you just gotta pedal harder
Here are a few signs that, in SEO, PPC, or whatever, you need to pedal harder:
- You’re obsessing about keyword-rich URLs. Unless you’re producing one amazing, truly mind-blowing piece of content every day and pushing that out to thousands of ravening fans, you need to pedal harder. Forget the URLs.
- You’re considering building dozens of ‘micro sites’. This is rarely a good tactic. Focus on one site and just pedal harder.
- Your site pages load in 25 seconds or more. I can actually shave while waiting. Drop every other marketing and development initiative until your pages load in 5 seconds or less. Pedal. Harder. Dammit.
- You are going to use a fancy ‘100% automated’ PPC tool. Unless you’re running 1,000 ads on 100,000 keywords, you’re making a huge mistake. In fact, even then, you’re making a huge mistake. Don’t expect computers to know how to market to people. PHD (Pedal Harder Dammit).
- You’re hiring someone to write content for your site. And paying them $5/page. Yeah whatever. Go for it. Someone else will PHD and kick your ass up and down the internet. Then you’ll learn.
- Every Tweet is a sales pitch. Social media is about curation (my short video for tomorrow). Learn to do it. It takes 10 minutes/day.
There you go. Pedal harder. Execute. Hmmm. Bet this post ranks for ‘pedal harder’ tomorrow. Maybe TheSufferfest guys will buy an ad.
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