Organic TAM
The total search demand a business could theoretically address, expressed as the aggregate volume or click potential of all relevant…
BusinessSearch strategy
SEO strategy
A documented plan connecting business objectives to a defined search opportunity, the capabilities required, the sequence of work and how success will be judged.
In full
Strategy is mostly a set of decisions about what not to do: which markets, which query segments, which templates and which surfaces (organic, local, shopping, AI answers) to prioritise given finite capacity. It should state assumptions explicitly so they can be tested, and it should be revisited when SERP composition changes materially. A tactic list is not a strategy.
Example
A plan commits three quarters to category-page capability and defers a blog programme until the commercial templates perform.
Related terms
Competitive analysis
Comparing a site's search position against competitors across visibility, content coverage, authority and technical capability to locate…
SEO maturity model
A framework describing an organisation's SEO capability across stages, from ad-hoc reactive work to SEO embedded in product, engineering…
SEO KPIs
The measures used to judge a search programme, ideally a small set combining leading indicators with outcome metrics that connect to…
SEO forecasting
Projecting future organic performance from current rankings, expected position changes, demand trends and seasonality, usually as a range…
Where to read more
- Product-Led SEO: The Why Behind Building Your Organic Growth Strategy · Book · elischwartz.co