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