When planning your search strategy from the perspective of a technology leader on behalf of a company, it is very easy to pay the lions share of your focus on the technical details of search. Backlinks, keywords, page speed performance and other technical factors do of course have a place in your strategy, but it would be wise to keep in mind that any strategy should include the most important and common goals for all three parties involved; the search user, the search platform and the content provider. This goal is to match the search user with the information they are looking for as efficiently and completely as possible. Search platforms will always be looking to match up the content provider who provides the best experience possible and penalize the content provider that works to ‘game’ or trick the search provided into providing higher rankings to their content than the provider deserves. This perspective should always be paramount in any strategic or tactical planning or execution.