To stand the best chance of this happening
We need to convert the vague goal of “make more money” into a SMART outcome goal like “achieve $10,000 in sales from organic traffic in month 6.” This goal is specific because we’ve specified the amount and timeframe. It’s easily measurable with Google Analytics. It’s achievable because our hypothetical site isn’t particularly seasonal and is already doing ~$9K/month in sales from organic—so this is only an increase of ~11%. SIDENOTE. A good outcome goal has to be both motivating and realistic. When setting a sales-based goal, consider the organic channel’s previous sales history and upcoming seasonal trends. It’s relevant because, again, making more money is the ultimate goal of SEO.It’s time-based because we specified a timeframe. Now for the game plan: performance goal(s): Keeping Antarctica Email List things simple and setting just one performance goal again, we’ll go for “increase organic traffic to high-value pages by 20% in 6 months.” SIDENOTE. Setting a timeframe and percentage here can get a little complicated. You essentially need to work backward from the “top sellers” you choose and work out how many more you’d have to sell to hit your sales goal, what the buy-to-detail rate is, and the proposed traffic lift to hit the sales goal. The simplest way to find “high-value pages” is to ask which products are the most profitable for the company. Consider the cost of production, cost of shipping, rate of returns, etc. Measuring whether we meet our performance goal is easy enough in Google Analytics. Just head to Behaviour > All Pages, compare periods, segment by organic traffic, and look at the entrances metric: Finally, the process goal(s).
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I can’t outline exactly what the process goals will be as these will vary depending on what type of product or service, search intent, business resources, etc. Here are just a few examples of actionable process goals that may help increase organic traffic: write product schema for target pages optimize products in an organic product feed optimize all images on the target pages Because process goals are tasks that you or your team carries out, completing the goal is measured manually using your personal project management style. For example, if the process goal is to optimize all images on every high-value page, we would manually check that each image has an optimized file name, descriptive alt text, and meets file size requirements. Here’s our completed SEO goal framework for this example: Final thoughts Setting SEO goals may seem like an impossible task, but a strong framework is all you need to get started. If you stay on track and complete your process tasks, you have a good chance at meeting your performance goals.
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