SEO Has Been a Tactical Approach for 20 Years. GenAI Forces the Strategy Question

Introduction: Why This Conversation Matters

For more than two decades, Search Engine Optimisation (SEO) has been treated as a tactical function—something marketers do to optimise keywords, backlinks, and metadata in hopes of ranking higher on Google. It has often been seen as a checklist-driven process, reactive to algorithm updates, and highly tactical in execution.

But with the rise of Generative AI (GenAI), the ground has shifted. Suddenly, SEO is no longer just about pleasing search engines—it’s about optimising for AI-driven discovery, content generation, and conversational interfaces. This evolution sparks a critical question: Is SEO ready to move beyond being viewed as a tactical tool and be recognised as a true strategic discipline?

In the sections ahead, we’ll explore the distinction between strategy and tactics, revisit how SEO has traditionally been practised, and examine how the rise of GenAI optimisation is transforming the way we think about digital visibility.

What is Strategy vs. Tactics?

Before diving into SEO, let’s define the core difference:

• Strategy: Strategy is the overarching blueprint that guides actions toward long-term success. It’s about direction, vision, and purpose. Strategy answers the “why” and “what” of your efforts. For example, a strategy could be: “We want to become the leading authority on sustainable fashion within five years.”
  
  
• Tactics: Tactics represent the day-to-day actions that turn a long-term plan into results. They answer the “how” and “when.” For instance, tactics could include publishing weekly blogs, optimising product pages with targeted keywords, or building backlinks.
  
  

Think of it like this:

• Strategy = the roadmap.
  
  
• Tactics = They are the tangible components, like the car, fuel, and turns, that make the journey happen.
  
  

For 20 years, SEO has largely been driven by tactics rather than a clear strategy.

Strategy and Tactics in Traditional SEO

When SEO became popular in the early 2000s, the industry quickly evolved into a tactical practice. Let’s break it down:

Tactical SEO Elements

1. Keyword Stuffing – SEO once relied heavily on overusing keywords in web pages to signal relevance to search engines.
   
   
2. Backlink Building – Marketers ran campaigns to collect as many backlinks as they could, regardless of quality.
   
   
3. On-Page Optimisation – Meta titles, descriptions, alt text, and H1-H6 structures became the bread and butter of SEO execution.
   
   
4. Technical Fixes – From page speed optimisation to fixing broken links, technical adjustments were tactical but critical.
   
   
5. Content Updates – Producing blogs and articles regularly to “feed” search engines with fresh content.
   
   

Strategic SEO Elements (Often Missing)

The bigger-picture strategy—like defining brand positioning, content differentiation, or aligning SEO with customer journeys—was often overlooked. Most companies saw SEO as a support activity rather than a strategic driver of growth.

Strategy and Tactics in GenAI Optimisation

Now, with Generative AI tools like ChatGPT, Google Gemini, and Perplexity AI, optimisation looks very different. AI-driven search doesn’t just retrieve content—it creates answers. This changes the game.

Tactical GenAI Optimisation

1. Prompt Engineering – Creating better prompts for AI tools to generate desired responses.
   
   
2. Content Structuring – Formatting information so AI can easily parse, summarise, and deliver it.
   
   
3. AI-Friendly Metadata – Structuring content with schema markup so AI assistants can extract data.
   
   
4. Continuous Monitoring – Testing how content shows up in AI-generated responses and tweaking accordingly.
   
   

Strategic GenAI Optimisation

1. Positioning as a Source of Authority – Instead of chasing keywords, brands need to position themselves as credible sources of truth so AI assistants “trust” their data.
   
   
2. Integration with Customer Journey – AI is becoming a decision-making assistant. Optimising for AI means aligning brand messaging to customer intent across the funnel.
   
   
3. Content as Knowledge Assets – Moving from bulk blogs to high-value, knowledge-rich content that trains AI to recognise your brand.
   
   
4. Long-Term Differentiation – Building unique insights, proprietary data, and original perspectives that can’t be easily replicated by AI-generated text.
   
   

GenAI Optimisation: Is It a Strategy or Tactic?

This is the million-dollar question. The answer? Both.

• As a tactic, GenAI optimisation involves adjusting your content for AI visibility, using structured data, and feeding AI-friendly formats.
  
  
• As a strategy, it forces companies to rethink their role in an AI-driven discovery ecosystem. The goal has shifted from being a top search result to being the definitive answer for AI systems.
  
  

Why SEO Has Been Seen as Tactical for 20 Years

So why has SEO historically remained tactical? Here are the key reasons:

1. Reactive to Algorithms – SEO has always been shaped by Google’s algorithm updates. Instead of long-term planning, businesses reacted tactically.
   
   
2. Checklist Mentality – Many marketers treated SEO as a “task list” (keywords, backlinks, meta tags) rather than a driver of business strategy.
   
   
3. Separation from Business Strategy – SEO teams often worked in silos, disconnected from brand positioning and customer strategy.
   
   
4. Short-Term Results Focus – Companies chased quick wins (rankings, traffic) rather than long-term authority building.
   
   
5. Execution Heavy, Strategy Light – Agencies and consultants were hired mostly for execution, not for strategic direction.
   
   

In essence, SEO was tactical because it was always subordinate to search engine algorithms rather than aligned with brand strategy.

The Strategic Future of SEO in the GenAI Era

With GenAI, the lines between SEO, content marketing, and brand strategy are blurring. SEO can no longer be seen as a side activity for brands. Rather:

• An AI-first strategy is required: think beyond keywords and focus on how AI engines “learn” about your brand.
  
  
• Trust and credibility become critical: AI models pull from sources they consider authoritative.
  
  
• Content differentiation is king: unique insights, proprietary research, and storytelling will matter more than generic blogs.
  
  
• Visibility shifts from search engine result pages (SERPs) to AI answer engines.
  
  

This means businesses must upgrade SEO from tactical execution to board-level strategy.

10. FAQs About SEO, Strategy, and GenAI

Conclusion: The Strategic Era of SEO is Here

For 20 years, SEO has been treated as a tactical function—important, but not strategic. Generative AI has shattered that paradigm. Now, optimisation is not just about technical tweaks or keyword targeting—it’s about strategically positioning your brand in an AI-driven world.

The companies that win in the next decade will be those that stop treating SEO as a checklist and start treating it as a strategic imperative.