SEO is a Tactic, Not a Strategy
SEO is no more a strategy than printing business cards.
It’s a tactic that forms a large and essential part of your internet marketing strategy.
I had a phone call today that went like this:
My client (who I respect extremely – hence Yoda, and not Boba) wanted to use SEO to build their online business.
It can’t do that. It can build traffic – hopefully relevant traffic. But it can’t build business.
SEO is important. It’s the only online marketing tactic with near-infinite scalability. You don’t pay by the click, so successful SEO lowers your cost per acquisition.
But focus purely on search engines and you’ll miss other crucial issues:
- Usability problems that prevent customers from buying;
- Analytics showing that e-mail generates 90% of all sales;
- Hidden opportunities in the social media world;
- Deeper technical issues with the site that would make fulfillment a nightmare;
- Similar issues that, if corrected, could reduce delivery time;
- Overall site performance issues;
- Design choices that drive away the best customers;
- Less-than-optimal marketing copy;
- Or a host of other stuff that might crop up.
So pay attention: SEO is a tactic. Not a strategy. Internet marketing is a strategy.
Now, young padawan, go meditate on this, and tell me what you find…