A good SEO campaign strategy requires an expert assessment of 5 key areas:
- Keyword Usage and Search Rankings
- On-page SEO
- Competitor SEO Research
- Content Analysis
- Analytics and Measuring Capabilities
Once we have audits, industry research, and proper measuring capabilities in place, we have a clear view on where opportunities for SEO improvements reside.
But what is the overall goal of this SEO work?
Every SEO strategy must include a Summary of SEO Goals and Objectives. These goals or KPIs (Key Performance Indicators) clearly articulate the mutual understanding of the goals of your SEO efforts. Alignment here is critical. These goals should outline:
- Goals for improving SEO position
- Goals for managing or maintaining their SEO position
- Goals for expanding SEO reach
- Goals for the SEO Company / Client Relationship
All goals and objectives should be as specific as possible. Call out the audiences and channels where they apply. Where possible, set realistic metrics that can be tracked and measured through Google WebMaster Tools, Google Analytics, and other SEO tools you may use. Often times, goals may be around how the partnership will operate. Clients often have bad experiences with their agency and they want to make sure the relationship with us does not follow that same path.
Some examples of clear SEO Goals and Objectives are:
- Increase the total number of reservations from drive and fly travelers during peak seasons by 20% year over year
- Increase overall search engine rankings in the Los Angeles, San Francisco and Lake Tahoe markets
- Increase the total number of requests for design-build consultations by 50% by end of 2020
- Increase overall website traffic using a multi-channel promotional strategy including social media, SEO and paid advertising
- Target new audiences consisting of “empty nesters” and “pre-retirees” with content marketing initiatives
- Improve organic search traffic for location-specific key terms
- Provide full transparency into digital marketing campaigns
It’s our job as the SEO firm to set the proper expectations based on a common understanding of any company’s goals and give guidance to those companies new to SEO. With a clear common understanding, we create the best and most comprehensive strategy possible under those parameters.
Want help with your SEO approach? Our team is here to help guide that work. Get in Touch.
