the seven year old
me wasn’t dreaming of
an SEO Conference
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San Diego
in November
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Brighton
in November
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Peter
Van Zelst
CEO
Zelst
ZELST
Z
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We Provide
White Label SEO &
PPC Management
to Agencies
ZELST
Z
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mot
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Tactics vs Strategy:
Why SEOs Shouldn’t
Focus on Industries
zelst.io
[email protected]
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mot
Specialization allows you to scale:
knowledge of industry
players, competitors
challenges & pain points
seasonality, regulations
industry issues
influencers & journalists
link knowledge
marketing
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mot
so what’s wrong with
focusing on a specific
industry or niche?
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Tactics vs Strategy
mot
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a strategy is a plan for achieving
long-term goals, it defines the
what and the
why
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strategies are premeditated
and involve anticipating the
actions of others
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chess is a
strategy game
mot
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tactics are the specific actions
taken to carry out a strategy; they
focus on the
how
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tactics are immediate,
focused on short-
term outcomes,
and using available
resources efficiently
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strategy without tactics is
the slowest route to victory;
tactics without strategy is
the noise before defeat
- sun tzu
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all men can see these tactics
whereby I conquer, but what
none can see is the strategy out
of which victory is evolved
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Back in
2006
One Client Per
Sector
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SEO is a Zero
Sum Game
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to the winner
the spoils
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to position your client to be
market leader you need a
strategy to take ranks from site
that are currently top
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industry knowledge might work
in web design but how can it
work in SEO?
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three generic
competitive
strategies
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industry leaders most profitable
where high level of competition
and no dominant players,
profitability affected
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to the winner
the spoils
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Competitive
Strategy x
SEO
Michael E. Porter
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An SEO Strategy without a
strategy is .....
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industry specialists who
deliver great tactics WILL
achieve great results
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SEO specialists who develop
and implement a great strategy
will deliver market leadership
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Porter &
Strategy Theory
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LOW COST DIFFERENTIATION
NICHE MARKET TOTAL MARKET
COST
LEADERSHIP
COST
FOCUS
DIFFERENTIATION
DIFFERENTIATION
FOCUS
STUCK IN THE MIDDLE
COMPETITIVE ADVANTAGE
SCOPE
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so, how do these
strategies work?
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Cost Leadership
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Differentiation
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Cost Focus
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Differentiation
Focus
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the real world
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many clients don’t
have a marketing
strategy
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marketing strategy:
a business’s overall game
plan for reaching prospective
consumers and turning them
into real customers
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client immersion
& the 7 P’s
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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
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those who seek to
please everybody,
please nobody
- aesop
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then work out how best to achieve
dominance in target segment
how does demographic behave?
where do they live?
language
defines targeting and content
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many clients believe too narrowly
defining market and limiting
potential
crucially, in SEO, once you gain a
foothold you can scale
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developing an
SEO strategy
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the greatest victory is that
which requires no battle
- sun tzu
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avoid what is strong, and
strike at what is weak.
- sun tzu
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develop short,
medium & long
term targets
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gain
momentum
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what momentum looks like
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strategy gains quick
wins, gaining buy-in and
trust for long term plan
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takeaways
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a strategy is a plan for achieving
long-term goals, it defines the
what and the
why
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strategies are premeditated
and involve anticipating the
actions of others
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tactics are the specific actions
taken to carry out a strategy; they
focus on the
how
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tactics are immediate, focused
on short-term outcomes,
and using available resources
efficiently
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SEO is a Zero
Sum Game
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industry specialists who
deliver great tactics will
achieve great results
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SEO specialists who develop
and implement a great strategy
will deliver market leadership
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three generic
competitive
strategies
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don’t risk being
stuck in the middle
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many clients don’t
have a marketing
strategy
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immerse yourself in your
client’s business and develop a
winning strategy
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sometimes you need to
understand the client’s
markets better than the client
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you can’t please
everyone and you
can’t target everyone
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develop short,
medium & long
term targets
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momentum
is key
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strategy gains quick
wins, gaining buy-in and
trust for long term plan
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how many will ferrells
did you spot?
mot
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qr code will go here
come see us at booth 35 and find out!
mot