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You only have to beat the opposition, not the system

Yesterday I said that there was some mileage in the claim that search engine optimisation (SEO) is dead, at least in terms of a simple procedure that you can outsource. Today’s smart marketing managers, I suggested, just need to learn the rules and play by them better than the opposition. The exciting thing about Google for any of us is that the competition isn’t Amazon or Apple; it’s the other companies who sell widgets like we do. And guess what? Their marketing managers probably aren’t geniuses. You might even know them. They’re quite human, and quite beatable.

It’s the old story. Two guys camping hear a bear outside the tent. One immediately starts putting on his running shoes. “What’s the point?”, says his friend. “You can’t outrun a bear!”

“I don’t need to”, is the reply. “I just need to outrun you.”

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