Understanding Major Types Of SEO Objectives
When it comes to Search Engine Optimization for website owners, it is expected that you have some SEO objectives. Having these objectives will provide the guidelines that you need in order to achieve your SEO objectives. In this article, I will be looking at some of the facts that you need to know about different types of SEO objectives. Follow me as we will look at that together in this article.
Benefits of setting SEO objectives:
#1 They encourage buy-in from key stakeholders e.g. CEOs, marketing managers & clients
When you have SEO objectives that you want to achieve and you are able to convince key stakeholders that achieving those goals will move the organisation forward. You can be sure that all the necessary resources will be provided in order to ensure that those goals are achieved. Having SEO objectives will ensure that you get all the support you need for your SEO project.
#2 They help to formulate your SEO strategy by creating a target and a goal to move towards
Having a good SEO objective will also ensure that you can sit down and formulate SEO strategy. This will allow you to break down your goals and plan on how those goals will be achieved. This will ensure that you formulate a formidable team of experts that will assist you in achieving your SEO goals.
#3 This is key for motivation and lack of it is one of the main reasons when SEO fails
Having a good SEO objective is also a good source of motivation for you as an SEO expert. It will allow you to work towards how you can achieve your SEO goals. When you don’t have SEO goals, you will not even know when a milestone has been achieved. Having a good SEO goal is motivation. You need to have a guideline you are working with.
#4 They ensure objectives are met
When you are trying to travel to a place and you don’t have the map, you can be sure that you are going to get lost at the end of the day. Have your SEO objectives in place will ensure that you do all that you could do in order to achieve your goals. This will also allow you to refine your goals when it becomes obvious that such objectives cannot be achieved.
#5 “What gets measured, gets done”
One thing is sure, if you have a goal and you fail to have a performance indicator to measure the goals, you cannot really say that you have a proper goal. There must be a way of measuring your progress in order to determine whether you have a goal or not. you have to make sure that as you are setting your goals, you are all doing all you could in order to achieve your goals.
While there are lots of criteria that can be measured for SEO, you don’t have to measure them all, only the ones most relevant to your business and your SEO strategy.
- Keywords: where a website ranks for a list of keywords on a search engine.
- Traffic: how many organic visits a website gets and this is measured in a web analytics tool like Google Analytics.
- Market share: by researching the keywords of a market and what the overall demand in search volume is, you can estimate the market share a website has by the percentage of traffic acquired against the total that exists.
- Brand/product awareness: brand and product keywords can be measured in terms of search volume and targets can be set to increase both over time.
- Lead generation: common examples of leads that can be measured on a website are PDF downloads, contact enquires or brochure downloads. This typically involves the “lead” supplying their email and/or phone number in exchange for information or something useful. Targets can be set to increase specific leads or leads in general.
- Reputation/backlinks: the number of backlinks a website has can be measured through tools like Open Site Explorer and Ahrefs. Targets can be set to increase these over time.
- E-Commerce: measuring the impact on SEO in sales using a tool like Google Analytics. If a website does not sell items directly, you can measure how leads are generated using Google Analytics Goals.
- Ads Revenue: some large publishers and blogs’ main source of income is through selling ads on their sites. The more page views they generate the more ads they can sell. Objectives can be set around page views of pages with the highest ad revenue.
As with setting any goal or objective, especially marketing ones, it helps if they follow the S.M.A.R.T. methodology. Such that your objectives are:
- Specific: not vague and clearly describe what it is you set out to achieve
- Measurable: there needs to be clear metrics that can be measured before and once a goal is met
- Achievable: they need to be realistic for your business by a certain time
- Relevant: these should relate to the overall business or personal goals
- Time-bound: setting a targeted date for the goal to be completed encourages action to be taken and the goal to be completed
Remember, the most common SEO objectives involve the measurement of keywords, traffic and conversions/sales. If you are unsure, those are good starting places.
If you are very new to SEO, keyword rankings are probably the best place to start. That’s because initially, you’re unlikely to see much organic traffic or sales until you get on the first page of a search engine. By monitoring keywords, you can see progress towards rankings on the first page.
Remember, you don’t have to set SEO objectives for all of these, just the ones most relevant for the business and/or website you look after. If you work in a team or are new to the business, consider asking more senior members what the business goals are, and see how they can be integrated into SEO objectives.
If your business is transactional i.e. you sell a product or service, ultimately the most important metric to measure is the sale of that product/service. If that’s not available then you will want to measure a lead (e.g. web enquiry) that helps convert into a sale.
If your website is more informational, your objectives will likely differ and maybe more traffic or brand-focused.
Have a website in mind, this may be a website that you look after or know well.
- Review whether it is more of a transactional or informational website
- Decide what the top three objectives for SEO are:
- Tip #1: if the website seems both transactional and informational, transactional objectives usually take priority.
- Tip #2: if it’s the first time you have set SEO objections, consider starting off with keyword-based ones.
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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