Search Engine Optimization is a process. Anyone that has ever been involved with, sold on, or practiced SEO knows that you don’t see results overnight (this is nothing new). Many SEOs that service businesses and business owners often encounter a similar problem, business owners not knowing or making their goals clear from the beginning. While this question should not fall solely on the business owner themselves (SEOs are being paid for their expert opinion), it is one that should be addressed before ever laying your hands on the website.
Without goals, you cannot easily track your ongoing SEO campaigns. Sure, you can track your site’s traffic, rankings, and other metrics, but what are you shooting for?
With goals established from the get-go, you can more accurately track the performance of your site’s SEO. Goals do not need to be business plans or 15 pages in length. A goal can be something as simple as “selling more product”. A goal can be an increase in traffic to a certain page of your website for branding purposes or inquiries generated from website forms. If you own a business and are regularly involved in website developments and changes, you probably already know your goals so communicating them shouldn’t be an issue.
A Search Engine Optimization specialist is asked to put themselves in the shoes of the business owner time and time again and this is not always the easiest task (depending on the business of course) but is a necessity to start and maintain a successful SEO campaign. When the SEO has the input of an interested, on top of their game business owner or marketing professional, it makes the process and results much more pleasing.
So before starting your SEO campaign, think about your goals. What do you want your site to do for you? If you are already involved in an SEO campaign, do you have goals in place? If not, it is never too late to consider setting goals and tracking performance.