When you talk about search engine optimization today, you are operating on two levels that work together.
Strategic search engine optimization
Tactical search engine optimization
At the tactical level, measures of content optimization, technical optimization for crawling and indexing control, duplicate content avoidance and snippet optimization are carried out.
On a strategic level, a digital entity is to be created for Google in the form of the website and the entity relevance and thus the authority of the domain are to be improved.
While search engine optimization used to be more tactical, after the introduction of the knowledge graph, the Hummingbird algorithm, and the panda and penguin updates, strategic search engine optimization has gained significantly higher priority.
In modern search engine optimization there are the following tasks:
Technical search engine optimization
Optimization of the navigation/information structure and internal linking
Improvement of user behaviour
Content production and optimization
Offpage optimization
Search pattern optimization
Not all of these SEO tasks can be clearly differentiated from tactical or strategic search engine optimization. For example, link building can be strategic as well as tactical.
The main goal of link building in the form of entity formation and authority improvement remains a strategic goal. Thus, the focus of link building is on strategic SEO.
When it comes to content, you can also differentiate between tactical content marketing and strategic content marketing, as explained in detail in the article Difference Between Content Marketing Campaign & Content Marketing Strategy.
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