Where the Water is!

 

Sometimes an event back in far off Ancient History mirrors something occurring today…

For example, have you ever watched the movie Raiders of the Lost Ark… the bit early on where they talk about the lost city of Tanis?

 

Well, it’s true… in real-life archeology, for a long-time Tanis was indeed lost… no one could find it… it wasn’t where it was meant to be.

In fact, there was a lot of effort to find it across the decades… because the archaeologist who discovered its location would go down in the history books themselves.

But for decades everyone failed… and the mystery of it’s location remained unsolved.

Why?

Simple… because the Ancient Egyptians had moved it.

They moved an entire city, stone by stone, monument by monument, to an entirely different location, miles away.

OK, so what has any of that got to do with Internet Marketing?

Well… the reason why the Ancient Egyptians moved their beloved city of Tanis is very similar to events occurring online in our own 21st century.

You see, Tanis was originally located by the life-giving waters of one of the Nile distributaries… and was probably like Venice, Italy or Venice Beach,¬†California… a very beautiful place to live.

But the Nile distributaries, which criss-cross the Nile Delta, have a habit of silting up over time, and the waters suddenly take a completely different course to the sea.

So one minute your city is next to a life-giving river… and the next, the river has dried up… and your city is located next to a dried up river bed… without water.

So what did the Ancient Egyptians do?

Well, they weren’t prepared to abandon their beautiful city… so they literally dismantled it… and transported it around 20 miles to a new location…

And for decades, the archaeologists had been looking for Tanis in the wrong place… where it had been… and not where it had been re-located to thousands of years ago (… and the archaeologist who eventually realized that fact did make their name and is written about in the history books).

So why are events which happened thousands of years ago similar to what is happening online today?

Well, I can answer that with one word… traffic.

Traffic is rivers of people… Customers… life-giving currency flows… and the art of any good online entrepreneur is either to be in the flow (i.e. Amazon, Shopify etc)… or find a way to direct the flow to your website… or a mixture of both.

And the flow and direction of traffic is controlled to a large degree by the Big Beasts (i.e. Amazon, Goggle, Facebook)… and the direction is influenced by their hidden, mysterious and magical algorithms.

So you build your beautiful online city on the river… and every thing is great… and you are making money…

And life is good! Life is sweet!

And then suddenly Amazon, Goggle, Facebook change their algorithms in some way… and the life-giving traffic starts to flow in a completely different direction… and anyway from you!!!

The traffic dries up… leaving you high and dry.

So what do you do?

Well… you can either stay exactly where you are… next to a dried-up internet “river”… and spend your time bemoaning your fate.

Or you can roll your sleeves up… and move your beautiful city to where the “water” / traffic is now.

The interesting thing is that I often come across people who believe that once they have built their online business, and the money starts to roll in, then they can sit back, relax… and they’re set for life… set until they retire.

But that assumes that the “traffic” river always flows along the same course… but I believe that is a 100% incorrect assumption… things will and always change… they have changed a great deal in the last year… and they will continue to change in the years and decades to come… in fact, the speed of change may even accelerate.

So it isn’t a matter of building your online city… and resting on your laurels for the rest of your life.

No… it’s about building your city… enjoying it while you can… but understanding that you will have to dismantle and rebuild in a different location when the flow of traffic changes.

So basically… it’s a mindset thing.

But if you understand that… if you realize that constant change is part of the living and thriving and grooving in the 21st Century… and you may need to rebuild your online offerings, and change locations, several times before you retire… then you are miles ahead of those who don’t understand how business is so different online.

… and this need to continually learn and go with the flow… well, it will never be boring.

PS1: As Bill Gates once said, all it takes is for one teenager, sitting in a garage in Moscow say, to come up with a better browser, or operating system, or social media platform… and the whole world could literally change overnight… and online traffic will change its flow across the Net.

PS2: But remember… Ravenwood¬†remains the real expert on Tanis.

(c) Brian Parsons, August 2016

 

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