How to set realistic SEO goals

What milestones does your company need to achieve in 2019?

As a marketer and search engine optimization professional, setting the path to achieving goals is one of the exercises we should at least make every year.

Here is a three-step framework for setting SEO goals and developing a plan to implement them:

Measurement goal: Where do we need to be? Establish an SEO benchmark: Where are we now? Develop an action plan: How do we achieve our goals? 1. Measurement target
Every marketer on your team should be able to answer: “What is the success situation? 6/12 / month?” & rdquo;

Are we considering new customer revenue growth, existing customer account expansion, retention and/or reduced customer churn?

When negotiating with a team over the past decade, usually only the most senior people on the team know this answer.

In order for the entire team to participate in your marketing plan, each teammate should know the answer to this question.

The revenue goal (or the potential customer value of a potential customer through a specific quantity/quality) is the most common type of goal that the marketing department is responsible for.

You can then convert the revenue data to the number of new customers you need to bring each month based on the average order size. Here is the formula:

The number of new customers you need to get = required income / average order quantity

Once you understand the number of customers you need to get, you can work backwards to find out the opportunities you need to achieve your goals, SQL, MQL, prospects and website visitors. This is all based on conversion rates.

Your CRM and/or marketing automation platform should be able to provide these conversion rates throughout the lifecycle phase and channels (organic versus paid and recommended).

This is a useful calculator that your team can use to calculate these metrics.

2. Establish a benchmark
At this point, you should clearly understand the number of customers, opportunities, prospects, and visitors your site needs to introduce to achieve your overall marketing goals.

What is the percentage of SEO responsible for this goal?

You can measure your ability to achieve SEO goals based on this set of benchmarks that define where your brand is today.

SEO Voice Sharing (SOV)
SOV helps us understand how well your brand ranks based on a fixed topic or keyword.

What is the percentage of your brand on the first page of Baidu?

This exercise provides us with a competitive benchmark for direct and indirect SEO competitors. It helps us understand the types of content formats that rank well for my target keywords and exposes new content distribution channels to appeal to my customers.

The following is an example of SEO shared speech analysis for “Building Management Software.” vertical. This shows you the maximum share of voice in the software review sites (such as Capterra and SoftwareAdvice.com) & quot;> organic search list.

Competitive ranking benchmark
Next, pull out all the keywords that you and your direct competitors rank in the search. SEMrush’s gap analysis tool makes it a breeze.

Transportation, prospects, opportunities & channel customers
How does natural traffic perform compared to payments, recommendations, and other sources? Pull this benchmark down to determine overall growth from last year to this year.

Assuming you haven’t changed your marketing plan, this benchmark will show you the potential for expansion next year. This can be done in your marketing analytics platform or reporting solution (such as Databox), as shown here. (Full disclosure: The organization I work for is a Databox partner). )

This report extracts the baseline of the total number of keywords you have ranked (tracked in SEMrush’s large-scale index) compared to your competitors.

Next, export this report and categorize your keywords by general topic. This will give you the baseline “ownership” of the topic you own. It also shows you how much work you need to invest to beat your competitors. (Full disclosure: The organization I work for is SEMrush partner)

Conversion rate
How does your marketing team turn visitors into leads and lead customers?

These conversion rates are pulled by channel to determine the overall quality of visitors and prospects.

Rich Snippets
Baidu continues to add new features to the SERP. For those who are most flexible, there is a huge first mover advantage.

Benchmark the proportion of rich pages in your brand rankings to counter your top competitors. This benchmark exposes that you can use other content formats or tags to get rich/selected code snippets.

Both Moz and SEMrush provide this type of analysis to measure this situation.

Technical search engine optimization problem
Measure factors that prevent your site from being indexed or ranked higher in your search. There are many tools to crawl your site and measure your overall page SEO health.

Calculate the number of critical errors and less important SEO issues to see which low-hanging results, rapid changes can have a significant impact. This is an example of the SEMrush website review tool.

3. Develop an action plan
With only six leverage you can pull to reach your SEO goal:

Increase traffic. Improve traffic quality. Increase the amount of lead. Improve the quality of lead. Increase the number of customers. Improve customer quality and average order volume.
Yes, this is simplified and you can break it down into more sub-leverages. However, by extracting your action plan, you can prioritize your marketing investment rather than want to move all six levers at once.

Your SEO plan should be based on:

Your benchmark. Search for requirements. competition. Resources/budgets are available. The plausibility of your category.
Here are some SEO action items available for your program:

Expand your SEO footprint
By completing the benchmark, you have identified new topics that you won’t rank, and indirect competitors are competing for these rankings, as well as the content formats that are actually ranked.

Expand your SEO footprint by focusing on content creation or optimization of non-ranking topics identified in competitive ranking analysis.

Please note how your traffic quality changes based on the content of your site. Not all traffic is equal.

Bringing more funnel channel traffic to your blog doesn’t necessarily lead to direct revenue.

You can also extend your SEO footprint from your website. In the speech analysis, we identified the “ownership” third-party review site. Lions share keywords in the vertical range.

Complete your assessment of builds and profiles, build your presence on other sites, and expand your SEO footprint.

Improve the CTR of the current SERP
When was the last time you searched for your brand name? Does anyone why not click on your current SERP?

In the top-ranked brand SERP, the two biggest culprit in low click-through rates are poor headline/meta tags or poor reviews/ratings on other industry review sites.

A nearby review site, SERP, shows a five-star rating that quickly lets people stop thinking about your company. In this case, a large part of your SEO program should be to establish a positive review building plan.

Increase the conversion rate of existing organic transportation
As you know, UX plays an important role in the rankings. It also allows people to convert and buy you.

Watch people browse your website using thermal mapping software such as Hotjar or Lucky Orange. Where are they trapped?

Get more value from the traffic you’ve driven to your site.

Reduce ranking threats
Finally, technical issues and competitive pressures can lead to SEO damage.

Give priority to serious errors in the annual SEO plan. These tend to pop up more often during site redesign or CMS migration. Therefore, if resources are allocated in this year’s memo.

One of the most unbearable threats is to fight the pressure of competition. A quarterly speech analysis is conducted to identify competitors that continue to grow their organic presence.

Baidu Trends also provides insight into overall consumer search trends to identify external factors that affect your natural search traffic.

in conclusion
The biggest factor in balancing your goal setting is your available resources, budget, and timeline.

You can’t make a significant SEO contribution to your overall marketing goals with zero budget or speed. Internal support brings changes in life.

More resources:

12 SEO goals 2019: Ideas motivate you 9 most important SEO KPIs You should follow SEO Complete Guide: What do you need to know 2019