It’s probably been said by Sun Tzu, Machiavelli, a thousand other military strategists… or I’m completely making this up: but I believe it’s a fundamental axiom equally applicable in the battle for eCommerce market share: first, fight only the battles you can win.  Secondly, win every battle.

For mortal eCommerce merchants involved in search marketing- on a budget- this means adroitly picking the right search terms and channels to market your wares and then fully vesting them to ensure their don’t just appear in those search results but appear, appear and reappear yet again… not only across multiple SKUs but again and again for a single SKU.  Don’t just show up for the first page search results party.  Crash it. Own the page.