Goal Setting For SEO — Justin Seibert // Direct Online Marketing

Show Notes

• 01:57
  Determining SEO goals with new clients

  When working with new clients, determining their SEO goals starts with understanding their business objectives. Intermediary KPIs are established based on their priorities, which can range from increasing sales to dominating Google search results.
• 03:15
  Managing SEO client expectations

  Managing client expectations requires being realistic about what is possible and understanding the scope of the project. By asking questions and clarifying timelines, it helps to prioritize goals and focus on what can be accomplished in a feasible manner.
• 04:19
  Helping bottom

  When working with bottom-line-driven clients, it's important to discuss leading indicators such as traffic, keyword rankings, and domain authority. A realistic conversation about what is within your control, and what factors lie on the client's side, is crucial in determining success.
• 05:09
  Measuring SEO impact on demand generation

  To track progress in demand generation, it's important to understand early indicators of success such as rankings, impressions, and the number of keywords ranking. Focus should be placed on keywords that are agreed upon to have the most impact and drive results for the client.
• 06:09
  Breaking down SEO goals

  SEO goals are divided into daily, weekly, monthly, and quarterly activities and are monitored weekly to identify fluctuations and implement necessary changes. In general, monthly analysis is done, with occasional quarterly analysis for special cases.
• 07:20
  Systems for team and customer coordination and accountability in SEO goal tracking

  DOM uses Asana as its project management solution, with a Slack channel for quick communication. They also use custom Looker Studio Reports for reporting purposes and to ensure alignment with clients on measurements and progress.
• 08:51
  Revising SEO goals with clients

  DOM updates its strategic plan every four months to avoid complacency and includes planned experimentation. They also have quarterly business reviews with clients to adjust their SEO goals based on internal and external changes.
• 10:29
  Balancing rigid goals with experimentation in SEO goal setting

  Experimentation can be used to improve performance and reach expectations set by the client while still focusing on their baseline goals. Experimentation should always be aligned with the expectations set by the client.
• 11:28
  Determining attribution for SEO in goal setting

  Beyond SEO, its important to consider other marketing efforts and campaigns the client may have to accurately assess the value of their SEO campaigns. Overall, its really about understanding the traffic sources to be able to attribute them to organic search.