SEO, technology, global economic downturns, upturns, wars, terrorism, and battles with bureaucracy all remain the same in that they are always in a constant state of flux. Everything changes. Some of it changes at an exponential rate. To keep up with each of these sectors and the changes that happen within them is a full time job. As business owners we have little time to manage the daily list of things to do. We cannot possibly keep up with it all but somehow we still need to keep abreast of the developments that ultimately will affect us and what we are doing.

The reality is that all of these things affect our businesses. We have a choice in how we deal with it. We can live in constant fear of being left behind making us frantically chase after one shiny object after another or we can bury our heads in the sand, keeping all limbs crossed whilst knocking wood in the hope that the disasters are staved off without us ever knowing that they existed. There is  another alternative. Develop a mindset that retains a clear focus on our original vision whilst keeping half an eye on that open door to possibility and unexpected opportunity.

What should never change is the consistency of persistence to our own purpose and our own dreams. If we can do that in a way that embraces the best of the opportunities made readily available without getting distracted then we can achieve what we set out to achieve and remain able to adapt to changing circumstances.

Shiny objects are dazzlingly attractive. This is particularly true when it comes to technology, the internet and marketing our businesses. Many of these shiny objects though should be treated with a certain element of caution. Until they have stood the test of time and many trials and errors they should be treated as holiday treats rather than the mainstay of our marketing objectives. There are always exceptions to the rule and for that we have to rely on a certain instinctive gut reaction coupled with years of experience that highlight just how valuable any new innovation might be for us and what we aim to achieve.

It is worth bearing in mind that it may appear as if the rules of the game have changed but when you dig down into what is actually happening, a few core principles still form the foundation for building the future of our business.

Take search engine optimisation as an example. Much of it has changed beyond recognition. SEO for SEO’s sake has always been the bobbing golden apple tempting people into new territories getting them to forge new ways of thinking. But as the search engines have become smarter so the focus on how we create websites that get found has shifted.

Despite that, the fundamental elements of for example, publishing well written content offering immense value to your readers is and always has been the priority. As technology evolves so the system of helping researchers find the content that they need becomes increasingly sophisticated. It learns what you seek. It reads your content and takes it to the people who need exactly what you offer.

There are still many gaps that need to be filled in this system but with the integration of the human algorithms in the form of social, it is improving at a phenomenal rate.

Do we need to know about the technicalities of SEO? May be a little just to understand how the system works and to make sure that you include the right flags, tags and content to make it easier for the system to work well.

The reality is that these technologies are going to continue creating massive revolutions in our world hitting us with tidal waves of innovation and exciting new ideas. With human knowledge doubling every couple of years, our strategy needs to change. it is not about keeping up but more about keeping on.

Keep on doing what you are doing. Keep on believing in the things that matter. Keep on following your dreams. Keep on engaging with the world and sharing your ideas. Keep on keeping on and trust the process knowing that if you keep on putting your stories out there, that the right people will keep on coming to you for more.

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