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Tactics vs strategy: why SEO’s shouldn’t focus ...

Tactics vs strategy: why SEO’s shouldn’t focus on industries

A lot of SEO Agencies focus on serving specific industries, because the brands they serve look to industry experience as a measure of how suited an agency may be to their business.

In this talk, Peter will look at why this doesn't necessarily work and explore an alternative approach, which delivers higher value, better results and greater happiness for the client.

Peter Van Zelst

November 26, 2024
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Transcript

  1. mot

  2. mot Specialization allows you to scale: knowledge of industry players,

    competitors challenges & pain points seasonality, regulations industry issues influencers & journalists link knowledge marketing
  3. strategy without tactics is the slowest route to victory; tactics

    without strategy is the noise before defeat - sun tzu
  4. all men can see these tactics whereby I conquer, but

    what none can see is the strategy out of which victory is evolved
  5. to position your client to be market leader you need

    a strategy to take ranks from site that are currently top
  6. industry leaders most profitable where high level of competition and

    no dominant players, profitability affected
  7. LOW COST DIFFERENTIATION NICHE MARKET TOTAL MARKET COST LEADERSHIP COST

    FOCUS DIFFERENTIATION DIFFERENTIATION FOCUS STUCK IN THE MIDDLE COMPETITIVE ADVANTAGE SCOPE
  8. if you try to market to everyone, you’ll end up

    marketing to no one you need to understand the client’s markets better than them
  9. then work out how best to achieve dominance in target

    segment how does demographic behave? where do they live? language defines targeting and content
  10. many clients believe too narrowly defining market and limiting potential

    crucially, in SEO, once you gain a foothold you can scale