Tactics Killed The Goose

In war, it is extremely important that the officers keep the differences between Mission, Strategy and Tactics clear in their minds. If a strategy does not further the War's ultimate mission, then it is not beneficial. If a tactic does not further the current strategy it is also useless.

Occasionally, a tactic is not only useless it is also detrimental and costly. It can even destroy the mission.

Search Engine ranking is a tactic! How you rank in a search engine may or may not affect the profitability of your business. If your website is very profitable, be cautious concerning making changes to your website solely for the purpose of moving one or two places in ranking.

Qwerty recommends very highly the article: Should You Change Your Copy When Rankings Fall? by Karon Thackston