Why Google is a Tactic not a Strategy - What is a strategy, anyway?
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We love buzzwords in this industry, and I'm no exception. Strategy, tactic, SEO, bottom line, ROI…the list is endless. Still, it's important to differentiate the words "tactic" and "strategy" so you can stay with me on this one.
- A strategy is a plan of action which helps you achieve your goals (an example of a goal would be to get more leads).
- A tactic is a detailed action that you implement as part of your strategy. Most strategies have more than one tactic.
So, for example, your strategy may be to promote your business using the Internet. Tactics that support this strategy could include building a website (duh), getting it listed in search engines, featuring the URL for the site on your offline materials, banner advertising, email sponsorship and direct marketing (e.g, via direct email and snail mail). Notice that Google is not listed as a tactic. This is because Google is lumped in with "getting listed in search engines."
If your entire e-marketing focus is tied to getting good positioning in Google, then you're missing out on gaining valuable traffic, leads and sales from other highly successful online marketing tactics. Diversifying your tactics also provides you with more stability. It means that the source of referrals does not go away simply because one company goes out of business (or decides to change their algorithm). Yes, it may hurt you if your ranking is lost overnight, but it won't kill you.
Next: Understanding the value of Google >>
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