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For as long as I’ve been in this industry, there’s been debate about whether SEO is strategic or tactical. Most SEOs would like to believe their work is strategic. Many executives see it as tactical. The truth is somewhere in between, and the arrival of generative AI is forcing a new level of clarity.
This matters because “strategy” and “tactics” are not synonyms. In business, strategy is the plan. Tactics are the moves. Confusing the two doesn’t just muddy language. It leads to wasted resources, stalled initiatives, and misplaced…
