The text discusses the ongoing debate in the SEO industry about whether SEO is strategic or tactical. It highlights that generative AI is prompting a reevaluation of this distinction. The article emphasizes the importance of understanding the difference between strategy (the plan) and tactics (the execution) to avoid resource wastage and misaligned expectations. It references influential thinkers like Michael Porter, Henry Mintzberg, and Peter Drucker to clarify these concepts.
The article traces the evolution of SEO strategies and tactics over the years, from the early 2000s to the present, showing how they have adapted to changes in Google’s algorithms and user behavior. It explains that while SEO has traditionally been seen as tactical, the rise of generative AI is shifting the focus towards strategic thinking. AI is automating many tactical tasks, elevating the importance of strategic planning in SEO.
For marketing professionals, the article is essential as it underscores the need to align SEO efforts with broader business strategies, especially in the context of AI. It suggests that businesses should focus on strategic goals like visibility and authority in AI-driven ecosystems, while tactical execution becomes increasingly automated. This shift can help marketers improve their work by ensuring that their SEO efforts are not just about executing tasks but are part of a larger strategic vision.
