I am taking two weeks off—I won’t be back in the saddle until September 4, the day after the U.S. Labor Day holiday. On that day, I will post my September Biznology newsletter and get back into the blogging groove again. This seemed a good time for my to reflect on what blogging has meant to me.
It’s one thing to exhort people to do it wrong quickly. It’s quite another to tell them how. And one of the toughest things for us to do quickly is technology—most folks I speak with lament over their inability to make changes to their technology infrastructure when they need them. (Even the word “infrastructure” sounds like this permanent and unchangeable edifice.) So how can you do technology wrong quickly?
Most of you know that I do a lot of teaching and speaking on the subject of search marketing, and that my approach is not what people expect. Yes, I know all the dials to turn and levers to pull. I can talk about robots.txt and Max CPC and latent semantic indexing and blah blah blah. But, honestly, it’s not what most people need to know. The problem I sometimes find is that when you tell people what they need to know, they think it’s not what they need.
There’s a secret about Internet marketing. Some small businesses are ecstatic about their success on the Internet, but others can’t seem to get any traction. I believe that one factor often separates the winners from the losers—focus.