As 2019 is almost over, businesses are wrapping up the goals that they’ve set when the year started and are starting to analyse the data and records to measure growth. Before the year ends, the results of the data analysis will reveal areas of improvement that need to be worked on, especially the campaigns that did not deliver desirable results on a given amount of time. One of the campaigns that are usually considered by executives as “irrelevant” or the initiatives with the highest tendency of being cut is SEO.
Business owners and CEOs usually decide to discontinue their SEO campaigns months after they start since they are not getting any immediate results. Their failure to take a look at the bigger picture of what SEO in Sydney can provide although it can take time often leads to the drastic decision of the riddance of it. However, it is not a good decision. SEO, when done right can help achieve business goals like building brand identity, gaining web traffic, increasing revenue, and converting visitors to buying customers.
Furthermore, since 2020 is just around the corner, businesses with an existing SEO campaign are now looking forward to empowering it. The question is — how? The key to achieving aggressive, yet realistic goals is setting S.M.A.R.T SEO goals.
Focus On SMARTer SEO Goals – Not Harder Ones
Being in the business industry, you are already fully aware of the SMART methodology which is one of the most effective tools used by to reach business goals consistently. In contrast to what some executives are thinking, in order for the SEO initiative to be successful, the team needs to work on the campaign even harder.
Developing a cost-effective SEO process must be designed to be challenging in order for businesses to achieve better, long-term goals. During this process, you must focus on SMARTer and not HARDer SEO goals. Setting goals that aim to meet the site’s business needs is a fundamental task in creating an efficient SEO campaign.
There’s no need to rush into digital marketing that you forget to get the foundation of your marketing dialled in especially the SMART goals that can help guarantee your SEO is strategic to maximise results.
Get On the Right Track With S.M.A.R.T SEO Goals
SMART goals stand for Specific, Measurable, Attainable, Relevant, Time-based goals that serve as guidelines for setting goals which also helps identify and manage the best strategies to achieve it.
In any marketing campaign, it is highly important to set specific goals and as much as possible to avoid vague and subjective objectives. This way, you can implement, measure the success and track the performance of your SEO strategy.
First off, start by developing specific company goals, then work your way to the marketing goals, then the SEO goals which targets the strategies on how to achieve the said company goals, and lastly, the specific metrics to be measured and improved.
Specific goals need to be set crystal-clear and connected to your business objectives in a way that everyone from the boardroom to the marketing department understands. In setting these specific goals, it’s easier if you draft them according to the answers you get by asking the five “W questions”. These questions can be:
- What do you want to achieve with the SEO process in order to help your site to accomplish its objectives?
- Who is your target market and do you know their behaviour?
- Where will be the SEO process activities implemented?
- Which products or services are the most important?
- Why are you eager to start the SEO initiative and when do you intend to start?
Note: These questions are just examples of how you can create a list of the specific objectives that you need to achieve.
One of the main reasons why it significant to come up with specific objectives is that is can be measured as to determine success. That’s the good thing about digital marketing – it leaves a promise that everything can be measured. Now, in connection with the specific objectives, you need to set clear goals on how to measure these goals. Plus, you must identify how to illustrate the SEO metrics performance and improvement which should be directly correlated with business results.
Having said these, it is imperative that you have an access to all the data as well as the capability of gathering all required information before the process starts. Now, SEO in includes a lot of Key Performance Indicators (KPIs) and metrics that you can track and measure. A renowned SEO Blog site provided this list of metrics you can start with:
- Rank for main converting keywords (local/organic).
- Rank for secondary benchmark keywords (local/organic).
- Citation Flow.
- Trust Flow.
- Trust & Citation Balance
- Total links built.
- The number of links from authority sites.
- The number of links from relevant sites.
- Increase in organic traffic.
- Increase in the number of pages on the site that generate traffic.
- Increase in non-branded search traffic.
- Percentage increase in organic conversions.
- Organic Impressions (Search Console).
Once you’ve set specific objectives along with the measurable goals the next big thing that you need to work on is the business’ achievable goals. Yes, it’s pretty normal that you want to set higher goals and aim high for the business. However, chances are\, you are only going to hit 50 per cent of it. Hence, it is important that you contemplate on the attainability of the goals that you will set.
For example, you have set a goal of achieving a #1 ranking for a specific keyword or search term and you think that it is an achievable goal since you are already there. It’s not right, though – it is not an achievable goal, more of a goal that needs to be maintained. As such, determining if your goal is attainable or not can be answered with these questions:
- Do you have the resources or assets to hit these goals?
- Do you have a full understanding of the impact of these goals to your business?
- Are you ready to tackle your site’s increased traffic?
- Are you on the same page and following the dominant players on the search engine results page
SEO services in Sydney do not offer any magic formula or shortcuts to accomplish goals and deliver results drastically. In as much as it sounds great to target highly competitive, specific search terms, you need to set your goals to be realistic. The success of your SEO campaign among your competitors is going to be an uphill battle. One of the most fundamental factors in setting realistic goals is the solid understanding of your targeted search results for the search terms.
There are a couple of considerations when it comes to setting realistic goals – its attainability and the sufficiency of the resources required to accomplish it. You need to carefully analyse and assess the health and resources of your company as well as the significance of each of the specified goals towards the site benefits. Remember, you should work on an SEO campaign that is both realistic and achievable.
The benefits and ROI should be reasonably higher than the related costs of implementing the strategies. You might not get a high ROI during the first 12 months of your investment period while reaching your goals, which is why you have to consider this factor when setting up your budget.
In addition, “R” also means relevant in SEO goals. When you are targeting a specific keyword or search term, you need to ensure that they are relevant to the products or services that you offer. With relevant content, you can guarantee an increase in web traffic as well as an increase in the number of conversions. Otherwise, if you’re not seeing any improvements in the conversion rate, it would mean that the traffic is not relevant enough.
Time is very valuable in every business and is a crucial element in the SEO process. Hence, when you are setting your goals you need to consider the time required to implement the strategies and related activities. SEO is a long-term process, which means that it can take a long time for you to achieve your goals compared to other marketing campaigns. Given this, setting a realistic time frame or period for a specific goal to be achieved is imperative.
It can take many months to a few years to see any positive results from SEO. So, you have to be patient as well and having a specific time frame can help you stay focused and motivated on your goals. There is no definite timeline or cost in SEO, but, you can develop a schedule that you can use to follow-up the implementation of your SEO strategies. Plus, you can use the key performance indicators (KPIs) to track your progress towards the goals.
Way To Sum It Up
If you have been in the business industry for quite some time now, you may already be familiar with SEO and you may have already started your SEO campaign. Nevertheless, it’s still not too late to focus on setting SMART SEO goals to empower your marketing tactics. While you focus on developing such goals, the best SEO company Sydney can help you implement effective and winning marketing strategies.
The year 2019 is closing in, and if you are looking forward to starting your 2020 with a blast and develop a highly effective SEO initiative, make sure to aim for SMARTer goals. It’s a step closer to a sharper SEO and digital marketing for the brighter future of your business!