It’s no secret that most Search Engine Marketers really enjoy the challenges and rewards of Search Engine Marketing. It’s the thrill of the chase and the hunter instinct that motivates us to pursue customers or prospects online, learning from past efforts, and refining our strategies to increase our effectiveness over time.

We are internet fishermen.

The author fishing on Captiva Island, FL.

We sit just off the banks of the sea of information that is the internet. We cast a line out with a lure meant to attract our desired target. We hope to reel in “the big one” that we just KNOW is lurking out there somewhere.

Just like successful fishermen, we learn to think like our prey. We study them, figure out where they congregate, learn their habits, likes and dislikes. We understand what motivates them to take action. We know they are fickle creatures that will scatter at the first whiff of an artificial hook.

Just like successful fishermen, we obsessively check and re-check our tackle. Are we sending the right message at the right time in the right place? Is our target hungry for what we are serving or are they likely to pass in the hopes that something tastier comes along? Is our offer presented in an irresistible way? Are we simply splashing around or do we have a legitimate chance of hooking a lunker?

Just like successful fishermen, we have to BELIEVE that the next cast is going to land the fish of a lifetime, the stuff memories (and a few “fish tales”) are made of. If the lure comes back empty, we take note of the conditions that created an unsuccessful attempt and use that information to increase our chances of success on the next cast.

This metaphor could go on forever, but I think you get the point. Whether you are doing Search Engine Optimization (SEO), Pay Per Click (PPC), or both, Search Engine Marketing is about trial and error. It’s about being able to scan the seemingly endless ocean of opportunity and knowing where, when, and how you are going to present your message. It’s about learning how to adapt successful strategies and tactics from one industry or target market to another because just like lakes, no two are alike. Fish respond differently based on their geography, history, culture, species and other environmental factors.

Anybody can throw a line in the water and get lucky by waiting long enough. Good internet marketers know that enduring success is not random, but rather the byproduct of preparation and opportunity.

But hey, a bad day of fishing is still better than a good day at work. Are you sure you are fishing where the fish are, or are you merely bobbing around?