Martin's Internet Marketing SecretLooking back it was always there, obscured by the web's constant sturm and drang, but present and findable. We humans are funny. We search furiously for gold. Not finding any, or not finding any easily recognizable as GOLD, we double our efforts as if there is some relationship between our efforts and the finding of GOLD.
If finding gold was only a matter of redoubling effort everyone would have more gold than they could image. If everyone had more gold than they could imagine its value would plummet. We humans can create irony out of a pile of sticks (lol). We walk by real gold chasing something that appears to be gold but isn't. We find fool's gold.
Amazon's Sword In The Ecommerce StoneAt my core I am a merchant. Creating my first online store in 1999 I fell hopelessly in love. I fell for the ability to share a secret with strangers across a crowded room, to become friends and confidants so easily. My first store, FoundObjects.com, is RIP but may be the finest achievement of my life.
To look at it now you may not see its difficult beauty. Now always changes THEN, but I know the behind the curtains story. I know how hard it was to teach my dominant right brain the engineering necessary to create those Mondrian lines. Seeing something so clearly in my mind and NOT being able to express it visually just about drove me crazy (ask my ex LOL).
I watch my betters to learn and in a possibly vain belief constant vigilance can stave off being dinner. I've fought Amazon to a standstill on the term "ScentTrail", so I know it can be done for small of amounts of time on keywords Amazon doesn't care about (lol).
I was watching Amazon when I found a graph from the government describing Amazon's ecommerce dominance. The chart had years on the X axis and money on the Y and looked very similar to the diagram at the top of this post. Slowly and over time the importance of Amazon's graph came into view like the sun at the beach at dawn on a clear summer morning. Light filters in slowly as the earth turns its face to its benefactor. Suddenly there is the sun, the day and realization.
Martin's RealizationAmazon's beautiful, tuned, precise engine should teach every Internet marketer a valuable lesson. We are in the More & More, Faster & Faster and Better & Better business and we build sand castles on the beach at low tide (sorry to mix a metaphor but couldn't resist).
More & More
More of what you may be wondering. More of everything would be my all too simple answer. More content, more links, more pages, more visuals, more video, more products, more visitors, more money, more profits and more freedom. More doesn't ever stop, slow down or stand alone.
More is tied to its sister FASTER and brother BETTER. These three ideas exist in a ballet, a graceful symmetry. They dance together or they don't dance at all. If you dump MORE on your site without its sister FASTER and brother BETTER you will only irritate the Google Gods. Don't do that is my advice after 12 years of trying, sometimes in vain, to appease these powerful, somewhat mythical Gods.
More resulting from an engine in the process of tuning itself toward the impossible goal of perfection is the more of my secret find. Not MORE for the sake of itself, but more in the service of some greater good. More in the service of a balanced and happy family. MORE singing in harmony with FASTER and BETTER.
Time, I realized somewhere along this journey to a more enlightened Internet marketing, is the servant of the mythical Google Gods. Time is what determines if MORE is in sync with its sister and brother or SPAM. Amazon knows how to play MORE like the fine balanced violin it must be.
Faster & Faster
The Internet only has one TIME dimension - FASTER. Faster is the result of the web's "you see me, I see" you nature. We used to create marketing plans for a year or even years ahead. It is not that we were totally and ridiculously arrogant, we were, but we created with a timeline long since lost because the market's rhythm was set that way. Our You See Me, I See You then was so SLOW compared to the constant NOW of today's Internet marketing dominated world.
Moments after posting these secrets they crawl then possibly walk, run and fly around the world. There are no secrets anymore. Time is over. NOW is what we have and where we live. Just when it seems like there surely can't be a FASTER there always is and it is remarkably faster, an order of magnitude faster.
Time is such an artificial concept, so man made, it is beyond flexible. Time can be bent, twisted and sped up or collapsed. Time inside of a content network exists as an expression of VALUES, values such as your websites page count, visitor metrics and inbound links are in a constant state of churn. We are Internet marketing archaeologists only able to see evidence of time's passing hard pressed to know or understand the speed of an ever faster NOW.
Better & Better
Finally our brother Better & Better holds the magic wand of the only Internet marketing triptych that matters. Better is the magic math at the core of Google's engine - PageRank. When Google contemplated the impossible task of indexing infinity they realized not everything their spider would crawl would be equal. Some webpages would be more important than others.
The geniuses at Google figured out an impossibly complex algorithm to weigh the world, to organize infinity. Votes in the form of links are the core of Google's expression engine. Links represent someone else's valuation of YOUR content, life and worth. Over time and the various verisimilitude's of life, links are TRUTH, links are GOLD.
How can I start at Better & Better and work backwards will be a natural American time saving question. A question I must answer in an eastern way. You can't shorten this journey. This journey is life itself and so must be lived in balance and harmony or not at all. Remember, time is the hall monitor of the Gods.
This is not to say you can't use network time wisely. In fact you must do so, you must get smarter as time moves in the only direction it appears to know (forward). If you stay still or regress in your intelligent approach to the content, images and navigation that is your website then death is in the room. Like any shark, your website swims or dies.
Looking back as only man can or cares to, the Internet's biggest secret was always there.