Weekly Wisdom with Ross Tavendale: The Difference Between Strategy and Tactics
Modified Transcript Hello everyone, and welcome to another Weekly Wisdom. Today we will be going over the difference between strategy and tactics. As SEO consultants, most of us fit into the bucket of tacticians. So when we are asked what is wrong with a site, we would maybe say things like "there are too many 404s", or "there are daisy chain redirects", or "there are no internal links", or maybe "there is not enough keyword-targeted content on the page", like a million and one different things, which is all great and very valid. However, it is a tactical mindset and a tactical output. And the thing is, once you get all your tactics lined up that you want to implement, where do you start? What is most important from an SEO point of view, and what is most important from a business point of view? How do we make a business case to get buy-in from senior stakeholders to implement these changes? I don't know if you have ever walked into a boardroom and just spouted off a bunch of SEO jargon, but I can guarantee you are going to be left with a bunch of blank faces and a bunch of big fat "No, thank yous." This is where strategy comes in. Let me outline the difference for you. Tactics are how we are going to do something, but strategy is what we are actually going to do. Let me quickly give you a non-SEO example. Let's say that you need to wake up early. You can come up with a sequence of events, which are tactics to help you get up earlier. You can set multiple alarms, sleep with the blinds open, you can put an energy drink beside your bed, you can go to bed... well, probably not go to bed earlier if you are an SEO person because you will be up looking at spreadsheets all night. You can set your clothes out in advance, you can pack your bag in advance, which is all great, but these are tactics. Our strategy is to get out of bed early and go to work. R-E-S-T Let's work that into what an actual SEO strategy is. First, we need to look at a couple of things. We look at the research, and then we evaluate that research before we can work out what the strategy is. In SEO terms, the research and evaluation bit, that's keyword research and a technical audit. And for my example, it would be looking at reasons why you don't want to get out of bed early, and you might come up with, "it is because it is cold and it is dark, and I am tired." So with that research, we then need to go and evaluate what we need to do in order to build the strategy. Three Parts of a Strategy When we are building the strategy, we typically break it into three major parts. First and foremost, hygiene needs to happen regardless; fix what is broken.
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