Digital Strategy - direction before tactics
Digital strategy is the layer above the channels: who you're for, how you're positioned, which channels earn investment, and how you'll know it's working. Without it, teams run SEO, paid and content as disconnected tactics that quietly compete for the same budget and attention.
Summary
- Positioning and audience clarity before tactics
- Channel mix decided by evidence, not habit
- A roadmap that sequences SEO, GEO, paid and content
- A measurement framework tied to business outcomes
What's included
- Market, audience and competitor analysis
- Positioning and messaging direction
- Channel-mix decision (SEO, GEO, paid, content, social)
- Prioritized roadmap (quarter by quarter)
- KPI framework and measurement plan
- Alignment of in-house and agency effort
How I work
- Diagnose the business goal and current state
- Clarify positioning and target markets
- Decide where to play (and where not to)
- Sequence the roadmap by impact and dependency
- Define KPIs and the review cadence
Who it's for
Founders and marketing leaders - often expanding internationally - who have channels running but no single plan connecting them, and want direction they can execute.
Strategy is mostly deciding what not to do
The hard part of digital strategy isn't listing opportunities - it's cutting them. A brand entering three new markets with a finite team can't do everything everywhere. My job is to make the trade-offs explicit: which markets first, which channels earn the next euro, what you deliberately postpone. That clarity is what turns a busy team into an effective one.
A strategy engagement usually connects four things that are otherwise managed in silos: positioning (what you stand for), acquisition (SEO, GEO, paid), the site and content that convert, and the measurement that tells you the truth. When they're aligned, each channel amplifies the others; when they're not, you pay three times for the same result.
Delivered by Miguel Maio - in digital since 1998, SEO and SEA since 2007. See also the consultancy and the articles.
Frequently asked questions
How is strategy different from Digital Growth?
Strategy sets the direction and the trade-offs; Digital Growth is the experimentation engine that executes and optimizes within it. See Digital Growth →
Do you also execute the strategy?
Yes - either hands-on in scoped areas (SEO, GEO, analytics) or guiding your team and agencies. Get in touch →
Do you build strategy for international markets?
Yes. The trade-offs change per market - demand, competition, search engines and languages - and the strategy accounts for that, not a one-size template. International SEO →
Can you work with our leadership remotely?
Yes - remote workshops and reviews in English or Portuguese, aligned to your team's time zone. Get in touch →