• by November 30, 2007

As a fully paid-up member of the "getting-older" brigade, I couldn't agree [with writer Gord Hotchkiss] more. Strategy is -- by definition -- longer term, and so it gives us "experienced" types time to take a step back and look at the big picture from the comfort of our favorite arm chair. The problem I have is that my students are a couple of generations younger than me and they want things today -- and so grow impatient with anything that looks any further forward than next week.

The importance of strategic thinking is also why I'm moving more and more towards referring to SEO as search (engine) marketing. As SEO moves away from basic on-site optimization (meta tags etc - hah, the good old days) and more toward off-site elements, I feel that title better reflects the wide range of practices that make up the discipline.

Having said that, I always liked Mike Grehan's "marketing-led SEO" -- but the term never really caught on.