There's a reason not every chess piece moves the same way. Together, you can use the tactical advantages of a knight, a queen or a rook to execute your strategy. There are chess players that react to every move as it comes, playing the game at a purely tactical level. This is the way most of us start (and pretty much still the way I play). You don't think ahead to what the next move could be. Strategy plays no part. Each turn, you look at the board and make what appears to be the best move.
Now, if your heart is set on becoming a competitive chess player, you probably won't go too far with this tactical approach. At some point, you'll have to start playing the game at the strategic level. You will need to look at the big picture, and explore the possible impact of all your opponent's future moves.
In my opinion, search marketing is a game that's been played at the tactical level for the past 8 years. Strategy hasn't really been part of the game. That's going to have to change.