Search engine optimization (SEO) made its way into our digital marketing strategies nearly a decade ago and since then, it has gained a dominant variable position becoming a guiding force in branding and marketing strategies across all industries.
SEO is an essential (if not the most critical) component in getting your website and brand in front of users. It involves using a series of digital marketing efforts to help Google and other search engines recognize your site, take it seriously, and then promote it to prospective consumers by ranking it favorably in search results.
This information isn’t news to you; you’ve been listening to speakers and peers rattle on about SEO and put in a consistent effort to maintain the bare minimum SEO you need to keep your site alive and in good health.
Here is where the catch comes in: doing the bare minimum (even if it is daily and time-consuming) is not enough when it comes to competitively executing SEO.
Playing the game as a viable website competitor means thinking through questions such as:
- What are my business goals?
- What are my brand goals?
- How can SEO help me achieve my business goals?
- What tactics can I implement to make my SEO strategy come to life?
- What individual strategy can I assign per SEO tactic?
As you can see, the work you put into your strategy before any tangible execution takes places is extensive. However, it’s also the starting point for the most effective strategy possible.
SEO strategy and tactics
In the questions listed above, you can notice the use of SEO strategy and SEO tactics. These two are often confused as one, interchangeable, as doing the same job. But it’s best to understand and conceptualize them as two independent entities.
An SEO strategy is your overarching, long-term plan to achieve business goals; SEO tactics are the tangible steps you take to execute your strategy.
Let’s take a deeper dive into the differences between curating your SEO strategy and developing tactics to harness your desired business objectives and goals.
SEO Strategy vs Tactics
Your strategy for search engine optimization basically outlines how you will accomplish your brand goals. In today’s digitally prominent marketing landscape, succeeding online will take your brand farther than you could grow on any other medium, which is why SEO is such a powerful tool being used by brands all over the globe.
What is SEO strategy?
SEO strategy refers to the actions and a time-restrained plan carried out to achieve set marketing goals. As soon as you have outlined the type of consumer you want to attract, how many, how often, what type of brand growth you want to see quarterly and annually, and what ROI you expect to meet at your fiscal year, you’re ready to outline an SEO strategy to help you get there.
Examples of SEO strategy
SEO strategies will inevitably vary from brand to brand, depending on goals, markets, consumers, and capabilities, but these effects are generally influenced and accumulated through a long-term SEO plan:
- Increased traffic: SEO generates more website traffic due to high rankings and associated search volumes, but it also brings in targeted traffic; that is, searchers who fit our target consumer demographic and will likely purchase something from your site.
- Cost-effective: SEO takes care of many tasks, cutting down on hours and effort spent by employees doing tedious online maintenance.
- ROI: If you want to see high ROI, investing in SEO is a sure way to get there. The initial investment is steep, but the amount of traffic and sales you generate is worth it.
- Brand awareness: Showing up more quickly in search results means your name is repeatedly displayed to consumers, whether or not they click through to your site. SEO gets your brand’s name in the public eye across all digital platforms, increasing your brand awareness repeatedly and significantly.
- Site usability: SEO requires your site to be in its best shape; otherwise, Google and other search engines do not take it seriously enough to share with searchers. Whether site usability is your goal or a byproduct of trying to rank high on Google, following an SEO strategy will always result in a user-friendly website.
The strategy keeps your goals fresh
When you are following the steps of your SEO strategy, your long-term goals and plans are constantly being reinforced because every step you’ve set out as a part of this strategy effectively achieves or helps to conceive of that father reaching goal.
What are SEO tactics?
SEO tactics are the particular steps you take to achieve your SEO strategy goals. As your strategy evolves to accommodate bigger company goals, your tactics will do one of two things (or maybe both): they will either multiply so that you have more tasks to execute or they will deepen and within the few tactics you’ve set your focus on, you will dig extensively into and utilize as thoroughly as possible.
Examples of SEO tactics
Depending on strategy goals, tactics are limitless in their potential. Here are just a few examples of SEO tactics that are commonly employed:
- Optimize site for voice search (achieves strategy above: site usability)
- Go into detail only where relevant (achieve strategy above: ROI)
- Include more backlinks (achieves strategy above: increased traffic)
- Embed video and optimize for YouTube SEO (achieves strategy above: increased traffic and cost-effective)
Tactics help you stay on track with SEO strategy. Your SEO tactics also give you something to do that every day you can accomplish. Following ten new people on Instagram or embedding one additional backlink on your site are both manageable, feasible tasks to tick off in one day while you slowly work toward your bigger strategy.
Let’s review: SEO strategy vs. SEO tactics
To recap, your SEO strategy and SEO tactics are two separate, equally important elements in your digital marketing strategy. Your SEO strategy will provide a map and timetable for achieving your company goals and business objectives while your SEO tactics will provide you with the steps you need to take to make your strategy come to life.
In the process of executing your SEO tactics, you will likely find that each tactic has more room for expansion and creativity and that each step warrants a strategy of its own.
Rosy Strategies can help you
In order to achieve your brand goals, turn your attention toward specific objectives and what type of overarching strategy can be taken toward making these ambitions a reality. Once you have a strategy precisely curated for your brand, work with a professional marketing team to establish tactics that work toward accomplishing those strategic intentions.
Rosy Strategies helps clients bring their brand to their highest performance by tailoring SEO strategies and determining the most apt way to get there. Reach out to our digital experts to start working on a personalized strategy and identifying the most practical and efficient ways to earn your company the online attention it deserves.