Who’s right?
Both.
Depending on how you look at it, digital marketing is merely a single
tactic for a larger business growth strategy.
Within that tactic, there are a lot of options. This means you need a
new strategy to determine which options are best suited to help the
business achieve its goal through the digital marketing tactic.
Out of that strategy might be a new tactic of SEO.
But SEO requires a strategy of its own because implementing SEO
without any framework for achieving your goals isn’t going to get
the results you want.
Optimizing title tags, navigation optimization, and schema imple-
mentation are all solid SEO tactics, but they can also be failed tac-
tics if they don’t support a strategy that lays out why those tactics
are being used.
SEO STRATEGY VS. TACTICS: WHAT’S THE DIFFERENCE? A LOT!