Many marketers are making SEO one of their primary areas of focus in 2017. Here are a few reasons why…
- 93% of online experiences begin with a search engine.
- Search is the #1 driver of traffic to content sites, beating social media by more than 300%.
- SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.
As an entrepreneur or business leader, these statistics show that SEO has an impact on your bottom line. Even though SEO might not be directly within your area or responsibility, it’s important to know how it impacts your business and to actively participate in setting goals that will increase the opportunity for your business to grow.
The Business Leader’s Guide to Setting SEO Goals
Whenever I sit down with a business leader, here are a few popular SEO goals I share with them to help them define (or at least influence) their company’s SEO strategy:
1. Increase Brand Awareness
This is one of the most popular SEO goals for B2B brands. Many brands are interested in using SEO to take advantage of the organic search traffic from potential customers who are looking to find out more information about your particular product, service, or brand.
What to measure: keyword rankings vs. competitors, overall traffic, increase or decrease in the volume of traffic sources to search engines.
2. Improve the Engagement Level of Prospective Customers
Improving the engagement rate of your site is a great goal, especially those in the entertainment and travel industries. Having engaged users provides a fantastic opportunity to persuade and educate prospective customers about your product, service, or business.
What to measure: Resource downloads, blog visits (unique and repeat), bounce rates on key pages, and the average time each visitor spends on your site
3. Increasing Your Company’s Influence
In some cases, SEO can be a great way to position your brand as a thought leader in your particular industry or market. Identifying SEO goals that can help you increase your company’s influence can be extremely valuable when you have a business that’s focused on attracting attention from a market more so than any direct traffic or monetization goals.
What to measure: long-tail keyword ranking, backlinks to your content
Setting goals is an extremely common and useful tactic in any business, so why would SEO be any different? Knowing how SEO can impact your bottom line and identifying the key metrics that will help you achieve your goals are the first steps to developing an SEO strategy that will really help your business grow.