One thing that's always bothered me about the search industry is how the terms "tactics" and "strategy" are used interchangeably by people who should know better. This confusion is so deep and widespread that the title of the industry's most important trade show, SES (Search Engine Strategies), is 180 degree out of phase with what the show actually is: a show about Search Tactics, not about Search Strategy. As anyone who's attended SES knows, the vast majority of information conveyed by panelists and pundits is tactical, not strategic. The focus is on "how to," as in "how do I optimize my site?", "how do I win a bidding war?", "what keywords should I be buying?", and hundreds of similar, low-level questions.