Might it be be more sensible to have separate SEO strategies for different product ranges, market sectors, launches, corporate branding, etc?
A lot of discussion around SEO nowadays concerns the problems of Google’s complicated results, the need to tackle longer-tail searches, ‘zero-click searches’ and more. It’s a bit messy, and introduces enough complexity that the whole task can get neglected in favour of more immediate, straightforward projects. All this leads me to conclude that traditional broad SEO strategies might not be the right approach any longer.
Instead, perhaps it could be more sensible to have separate SEO strategies for different product ranges, market sectors, launches, corporate branding, etc. These could work in conjunction with PPC campaigns to fill in the gaps.
Planning a grid of the different challenges and setting targets in each will be quite detailed, but it shouldn’t be too hard. It might also ensure that each one gets allocated appropriate time and budget.