What do you want to gain as a business?
When it comes to making SEO goals, it is vital that they support your marketing and overall business objectives. Making a note of your starting point will help you track and measure your progress, while having a clear understanding of the current metrics driving your business will act as a solid base to grow from.
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In the world of SEO, progress takes time so be fair with your expectations and don’t expect to immediately jump to high-ranking positions. Look for keywords where competition is lower but more specific to you, for instance long-tail keywords. Another determiner of ranking position is number of competitors. This will make it harder or easier for you to rank higher on basic keywords relating to your business. Think about high intent keywords instead. These are keywords that consider what problems your business solves, the need that people looking for your services will have or even demographic. Assessing what your target audience and possible future customers are looking for can hugely improve your keyword research and success. Getting more specific with your keywords can reduce quantity of clicks or links but should almost certainly improve the quality and conversion rate of them.
When setting your goals, remember what google is looking for,
expertise, authority and relevance. Keeping these guidelines in mind will help
you improve your SEO almost unconsciously. It is also important to make note of
past analytics to see what has failed or succeeded. Use these as a guide. Do
not be afraid to aim high though, just because you have not yet reached that
goal does not mean that it is out of reach.
Using KPI’s to map out your specific steps to SEO success can help your team stay productive. Your SEO goals should be separated between content (user-facing) and technical (bot-facing) angles to produce the best experience for your customer. Set mini progress goals along the way to help distinguish milestone achievements and show that even if your end goal or goals have not been achieved you are making real progress. Remember to review these goals and the teams progress regularly. Having a plan in place is important but remaining flexible and reactive is key to keep from falling behind. Keeping yourself and your team up to date will help you all remain focussed and moving as one, but above all be patient. Whether it takes 2 or 24 months to reach your goals, keeping with a consistent and balanced plan will pay off in the end.