SEO is not a strategy
Ian Lurie Aug 11 2009
Today I ran an SEO copywriting clinic at SES San Jose. Lesson: We all need to remember that SEO is not a strategy.
SEO is a tactic. It’s how you generate ‘foot traffic’ once you’ve created your product.
Before you start an SEO campaign, you need to:
- Know what you’re selling.
- Know why it’s unique.
- Have a well crafted story. Not a lie – a narrative about your product/service/campaign/whatever that tells the audience why you’re unique.
- Already know how you’re going to motivate your audience.
- Have great copy. Don’t write for SEO. Write first. Then optimize.
- Have a well-crafted web site that was built with your audience in mind.
Only then should you invest in SEO. Or in any other tactic.
A million years ago I wrote a post about the fact that SEO is a tactic, not a strategy. This bit is just a refresher.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More