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Setting the Right SEO Goals – What Should You Know?
Setting SEO goals can be somewhat confusing. On one hand, we are telling clients that results are not assured. On the other hand, we are reassuring them of our expertise. Aren’t we contradicting ourselves?
And even when we do promise results, we do so with less weight. For example, you’d hear digital marketers promise businesses more traffic. What is “more” and how much is “more”?
Bottom line: As digital marketing professionals, we all need to improve our SEO goals and set them rightly. When we do, we will achieve attainable and measurable results for our clients. And fortunately, this guide can help.
Here, we will enlighten you on the following:
- What the right SEO goals entail
- Why it is essential to have concrete SEO goals
- How you can set the right SEO goals with examples
Let’s delve into the details of this guide!
What Defines The Right SEO Goals?
Ordinarily, goals are time-bound results that you attain through calculated steps. Now, the said steps are measurable, as that’s the only way you can ensure that they are effective. And much like the steps, the right goals should be both measurable and specific.

In regards to SEO, goals are measurable and specific results that have to do with visibility on search engine pages. And regardless of the goal you are setting, the ultimate picture is increased traffic and conversion.
In essence, what defines the right SEO goals is their elements and steps towards increased traffic and conversion for your customers – or even your business.
But are SEO goals that important? If you've been getting by without concrete goals all this while, why would they matter now? Let's find out!
Also read: What is SEO in Marketing? Your Top Guide to All Things SEO!
Why Is It Crucial To Have Concrete SEO Goals?
Direction
The first, and the most crucial benefit, of having a concrete SEO goal is its clarity and focus. Without one, you'd go about beating around the bush. In other words, you’d hardly nail your action points.
Worse: You'd join bandwagons on whatever is trending in the SEO world. Today, you’d be all white hat label, and the next day, you’re already on another strategy without seeing the last one through. In essence, you’ll lack direction and won’t achieve the desired results your client wants.
Cost-effectiveness
With concrete SEO goals, you'll have direction. When you do, you'll only invest your client's money in well-thought-out action plans. And it's not just your clients; even you will save time and energy on unnecessary strategies.
In summary, you'd save money on resources and glean the maximum profit from your retainers. If you hadn't set the right SEO goal, you’d have wasted all that without result.
Organization
In addition to saving money, the right SEO goals help you put your house in order. That way, you can stop the unprofessional "we can't guarantee you results" and be more assertive.
Now, we understand that SEO strategies constantly evolve. However, having a direction with the right goals means that you'll always find a way through. And trust us, that is way more professional than the previous cloud of uncertainty that you show your clients.
So, are you ready to be a true SEO expert? If yes, then start with setting the right SEO goals. The following tips can help you!
How To Set The Right SEO goals
Setting the right SEO goals isn’t as difficult as you might have thought. You only need to master the “SEO goal pyramid.” Here is how that works:
Start With An Outcome Goal
Earlier, we mentioned how "getting more traffic" doesn't carry much weight as a goal. Instead, be direct and specific; this point is where an outcome goal comes into play.
When setting outcome goals, you should consider the vision and mission of your client. Now, align your efforts to match that. More importantly, clearly define your end game. How do you do that?
Instead of just saying "you’ll get your client more traffic," tell your client how you'd do so. What keyword would you rank the client for? What position on the search engine result pages are you targeting? And what's the timeline?
Suggested reading: Top 7 WordPress SEO Plugins To Boost Your Rankings
Simplify Your Outcome Goal To Performance Goals
Outcome goals can be too broad. So, streamline them into smaller bits; you can even call them short-term projects. Either way, ensure you clearly state your line of action.
For example, say you decided to help client “A” get into the top 3 for a keyword in a year. That’s an outcome goal. A performance goal would go deeper into what you’d do. Something like: you’d push 15 high-quality backlinks to the client’s page every month.
Think about that, can you see how you clearly stated an action you'd perform? The best part: you can measure it all. And, the performance goal is achievable – 15 backlinks aren't too many mountains to climb in 30days. Most importantly, you already have a map of how it will all go down.
Pro tip: Your performance goals should max out at 3. Once it’s 4 or more, your goals might not be realistic. In that case, revisit your outcome goal.
Simplify Your Performance Goals Even Further Into Process Goals
The last step to make your SEO goals SMART is to have complete control over them. However, that is only possible when you break your performance goals into processes. How does that work?

Well, what would you need to achieve 15 high-quality backlinks monthly? Would you run a campaign or would you take the guest blogging or sponsored posting route?
Whichever method you decide, process goals help you devise actionable and straightforward steps that give you results instantly. However, ensure that your processes are specific for each of your performance goals. Otherwise, your efforts so far might be futile.
And that's how to set the right SEO goal using the 3-step pyramid. Now, let's show a practical example of the steps in play.
An Example Of A Concrete SEO Goal
- Outcome goal: increase client "A" organic visibility by 10% in 6months
- Performance goal: rank the client for high-value, niche-related keywords within that 6months
- Process goal: win 25 featured snippets for the targeted high, niche-related keywords
Simple, eh?
Now, you will at least agree that your SEO goal looks more professional than "we can't guarantee you results." So, start applying the tips today and be a true SEO expert. And remember, your SEO goals should be specific, measurable, achievable, realistic, and timely!
Frequently Asked Questions
Yes, we can provide case studies and examples of our previous work. Potential clients frequently request these to see concrete evidence of our past successes. They want to understand how we’ve helped similar businesses achieve their goals through SEO and website development. Our case studies typically highlight our clients’ challenges, the strategies we implemented, and the measurable results we achieved, such as increased traffic and higher conversion rates. This builds trust and demonstrates our ability to deliver on our promises.
Post-launch support is crucial for maintaining website performance and security. Clients want to know if the company provides:
Regular Updates: Ensuring the website remains up-to-date with the latest software versions and security patches.
Technical Support: Assisting with any issues that arise, such as bugs or downtime.
Content Updates: Offering services to update or add new content as the business evolves.
Performance Monitoring: We regularly check the site’s speed, uptime, and other critical metrics to ensure optimal performance. This ongoing support provides peace of mind, ensuring that the client’s website remains effective and secure over time.
SEO (Search Engine Optimisation) is a digital marketing approach focused on boosting your website’s presence on search engines like Google, Bing, and Yahoo. By refining different elements of your site—such as content, meta descriptions, and backlinks—SEO works to improve your website’s position in search engine results. This increased visibility is vital as it attracts more organic traffic, potentially leading to a rise in leads, sales, and overall business success. Businesses frequently discuss the basics of SEO, its importance in attracting targeted visitors, and how it supports wider business goals.
SEO is a strategy that requires a long-term commitment, and it's essential to have realistic expectations from the outset. Typically, businesses may notice significant improvements within 3 to 6 months. However, this can differ depending on factors such as the level of competition, the industry, and the website's current condition. While addressing technical issues can result in some early successes, meaningful increases in rankings and traffic usually develop over time. Clients often ask for a clear timeline to gauge when they might start seeing a return on their investment (ROI).
Website Audit and Analysis: Conduct a thorough evaluation of the site to pinpoint strengths, weaknesses, and areas that can be enhanced.
Keyword Research: Identify relevant keywords that your potential customers actively search.
On-Page Optimisation: Improving various on-page elements such as meta tags, headers, content, and internal linking to increase site effectiveness.
Content Development: Crafting high-quality, engaging content tailored to the needs of your target audience.
Link Building: Securing backlinks from credible websites to enhance the site's domain authority.
Technical SEO:Ensuring the website is technically robust, with fast loading speeds, mobile responsiveness, and secure connections.
Ongoing Monitoring and Adjustment: Regularly track performance and make necessary adjustments based on data and trends. Clients ask about these steps to ensure they are investing in a thorough and effective SEO strategy.
Success in SEO is measured through a variety of Key Performance Indicators (KPIs), including:
Organic Traffic: The number of visitors coming to the website from search engines.
Keyword Rankings: The position of targeted keywords in search engine results pages (SERPs).
Conversion Rates: The percentage of visitors who take desired actions (e.g., filling out a form, making a purchase)
.Bounce Rate: The percentage of visitors who leave the site after viewing only one page.
Domain Authority: A score that predicts how well a website will rank in SERPs based on factors like link quality.
ROI (Return on Investment): Evaluating the financial return from SEO activities in comparison to the cost. Clients want to understand these metrics to gauge the effectiveness and profitability of their SEO investments.
SEO is an ever-evolving field, with search engines like Google regularly updating their algorithms. We make it a priority to stay ahead of these changes.This might involve:
Continuous Learning: Attending industry conferences, webinars, and training sessions.
Membership in Professional Organisations: Being part of SEO communities or organisations that provide the latest insights.
Regular Testing and Experimentation: Consistently testing new strategies and adapting to changes in algorithms.Industry Research: Staying informed with the latest studies, white papers, and expert opinions in the digital marketing sector.We are confident that our SEO strategies are current and that we are proactive in adopting best practices.
Post-launch support is crucial for maintaining website performance and security. Clients want to know if the company provides:
Regular Updates: Ensuring the website remains up-to-date with the latest software versions and security patches.
Technical Support: Assisting with any issues that arise, such as bugs or downtime.
Content Updates: Offering services to update or add new content as the business evolves.
Performance Monitoring: We regularly check the site’s speed, uptime, and other critical metrics to ensure optimal performance. This ongoing support provides peace of mind, ensuring that the client’s website remains effective and secure over time.
Yes, we ensure that your website is both user-friendly and optimised for conversions. We understand that clients want a website that attracts visitors and encourages them to take action. To achieve this, we focus on several key areas:
User Experience (UX) Design: We create an intuitive and engaging interface that makes navigation easy and enjoyable for users.Responsive Design: We ensure your website is mobile-friendly and looks great on all devices.
Call to Action (CTA): We strategically place buttons and forms to prompt users to take the desired actions.
Speed Optimisation: We ensure fast load times to reduce bounce rates and keep users engaged.
Conversion Rate Optimisation (CRO): We analyse user behaviour and make data-driven adjustments to increase the percentage of visitors who convert.By incorporating these principles, we maximise the chances of turning your website visitors into customers.