How to Build SEO Strategies Effectively (and Make Them Last)
Posted by Bill.Sebald
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
I read The Art of War in college, written by the Chinese general Sun Tzu (author of the quote above). While his actual existence is debated, his work is often considered as brilliant military strategy and philosophy. Thus, The Art of War is often co-opted into business for obvious reasons. Throughout the book, you’ll realize tactics and strategy are not interchangeable terms.
– A method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem.
– A plan of action or policy designed to achieve an overall aim.
– The art and science of planning and marshaling resources for their most efficient and effective use.
These definitions vary slightly, but the essence is the same. A strategy is not constrained by size or application but promoted by planning and effectiveness. Let’s be honest, the word “strategy” is a term that isn’t always used the same way in the English lexicon (or our industry).
On the other hand, tactics can be isolated or serve as components in your strategy. They are actions you would impart as a step in the plan, or used as a stand-alone, typically with limited resources.
For some this is straightforward, but for others new to marketing or traditionally focused on tactical work, a strategy can be a difficult concept that requires practice. Perhaps understanding the purpose is key to dividing these terms. Let’s try this:
“The purpose of a strategy is to identify goals and build a plan of attack towards achieving those goals. The purpose of tactics are for smaller goals that could feed something bigger.”
Before you read on, please note: this is not an article devaluing tactics over strategy (despite the Sun Tzu quote). My goal is to inspire thought that can help you be more effective as a modern SEO, and possibly consider a strategy where you haven’t before.
A military analogy
I find analogies go a long way in describing lofty concepts. I could easily go with a football or legal example, but a military example might be the most comparable to what we do in marketing. And because I know my audience, I decided to go with Star Wars.
The Galactic Empire thought they could take over the galaxy with fear and brute force. They developed plans for a space station with firepower strong enough to destroy a planet. Under the command of Governor Tarkin, the Death Star was created. They tested the completed Death Star on Princess Leia’s home planet of Alderaan, which gave Obi Wan Kenobi shivers.
However, the Rebels put together a counter-strategy. Piecing together intelligence about a deliberate design flaw, and developing a plan featuring waves of small battalions, the Rebel ships would take passes at the target. They would work together in designed waves to equally defend and attack during this campaign.
As basic as that scene was at the end of Star Wars, it’s a strategy nonetheless (albeit a small one).
Confusion of strategies versus tactics — a real-world example
To make this a bit more relevant to SEO, here’s an email shared with me by a prospective client. They were looking for a new agency after they received this from their current agency:
I object to several things written here. Guest posting is a tactic, not a strategy. There is no plan here, just an action. A measurable or attainable goal is never made clear.
We need to do better. *desk flip*
Selling the SEO strategy
Whether you’re an agency, consultant, or in-house at a company, getting buy-in for an SEO strategy can be challenging. SEOs tend to rely on the support of several different departments (e.g. developers, copywriters, business managers, etc.), usually with their own predetermined goals. Enter the SEO to add more complexity.
There’s often a top-down marketing strategy already baked before you get to pitch your SEO work, to which you may find opportunity on a battlefield where access is not granted. It’s reckless to assume you can go into any established company and lob a strategy onto their laps, expecting them to follow it with disregard to their existing plans, politics, and red tape. Candidly, this may be the quickest way to get fired and show you’re not aligned with the existing business goals.
Instead, you need to find your areas of opportunity that work with the company’s business goals, not against them. Effective marketers don’t try to be a square peg in a round hole. Get to know the players, the existing playbooks, the silos, and the available gaps.
It’s not about being a yes-man; it’s about best playing the hand you’re dealt. You simply can’t successfully sell a strategy until you know where your strategy will fit and support the current business goals.
Before you begin mapping out the strategy
If I’ve done my job, you’re eager to put pen to paper, but you still have digging to do. Get your shovel.
Some people are better suited to design plans in a non-linear fashion. If I’m writing anything, be it an article or a piece of music, I’m bouncing back and forth throughout the piece as inspiration strikes. But for others who are more straight-minded and less frenetic, a reference of considerations and characteristics might be helpful.
Enter the mind map. Simply stated, a mind map is a visual representation of concepts and connections. As defined here, it is a visual thinking tool that helps to structure information, helping you to better analyze, comprehend, synthesize, recall, and generate new ideas.
It’s your sketch pad. Jot down all the ideas, concepts, and relationships you can possibly think of.
(Developed using a trial of https://www.mindmeister.com.)
Think of this document as a living communication between you and your client or boss. It is a document you should refer to often. It keeps all parties on the same page and aligned. I recommend sharing it in a collaborative platform so updates are shared between all viewers without having to constantly send out new copies (nothing sucks the life out of efficiency …
You can read the full article at Moz Bloghttp://seopti.com/how-to-build-seo-strategies-effectively-and-make-them-last/http://seopti.com/wp-content/uploads/2013/07/moz-logo.pnghttp://seopti.com/wp-content/uploads/2013/07/moz-logo.pngSEOMOZ