Know Your SEO Goals

By | September 1, 2019

One thing many people forget with SEO is you
should know your end goal. Why does your website need to exist? What metrics do you want your website to drive? What do you want your customers to do when
they get to your website? Why are these questions important? People focus so much on getting their website
to rank number one in Google they sometimes forget why they’re trying to rank in the
first place. You Can Rank Well in Google and Still Lose What does it mean to rank high in Google and
still fail the overall goal? You can get a website to rank number one in
Google, but fail to convert visitors into paying customers. People can may find your site, but they may
leave without making a purchase. Ranking number one in Google means nothing
if people go to your site and leave, never wanting to do business with you. The problem is when we think about SEO, we
think about making machines happy. We sometimes forget the end goal is to make
people happy. Customers Research Your Website Before They
Buy 81% of shoppers do online research before
making a buying decision. 94% of B2B buyers do online research before
making buying decisions. In both B2B and B2C people do web searches
and research companies before they ever pick up the phone, or email them, or place an order. But many SEO companies are utilizing SEO strategies
that may get the ranking, but will never close a sale. They’re writing for machines instead of
people. If you’re doing this today, you need to
stop. Immediately. You may be ranking well today. But if you’re unnaturally stuffing your
website full of repetitive keyword phrases, I guarantee you’re turning away sales. Everyone Loses With Unnatural Keyword Stuffing What does it look like when you’re keyword
stuffing a page? Let’s just pretend that your keyword phrase
is “Sacramento accountant”. Here’s an example of keyword stuffing. As a Sacramento account I teach people how
to do their taxes as the number one Sacramento accountant in California I guarantee you’ll
get more back on your taxes then if you went with another Sacramento accountant. This stuff sounds ridiculous. But I see people do it all the time. In some cases, you might even get by with
ranking high for a little while. But Google is getting smarter. Matching Searcher Intent Google’s goal is to match the best possible
answer to what people are searching for and why they are searching for it. If people are looking for information, and
your site gives them gibberish, their trust in your business will vanish. You might rank number one, but you are representing
your business in a way that’s not going to win you any work. For most businesses, the end goal is to convert
website visitors into paying customers. Perhaps you get them in your sales and marketing
funnel, and you start email marketing to them. Giving visitors information is a good way
to let people make an informed decision and eventually select your service. Ranking is never the end goal. Achieving #1 in Google is just a means to
an end. Let’s be real. What you really want to do is get people to
choose your business as the best possible solution to their needs. You’re not going to do that by using SEO
tricks from the turn of the millennium. They don’t working Google, long-term, and
they don’t work with human beings ever. Know Your End Goal: Design With Intention There’s another advantage to knowing your
end goal. The advantage is the design of your website
gets more focused. If your website is meant to educate customers
about your product, then every page should have an email opt-in. If you’re trying to get them in your marketing
funnel, you want them to opt-in to your email marketing list. If your website is all about converting visitors
into paying customers, then every page should have a Buy Now button. These concepts seem basic, but many people
never define the overarching goal of their website. Until you know your end goal and why your
website exists, you’ll have a hard time converting people that come to your site. You must know what actions you want your customers
to take before you start designing the website or creating content. Each Page Has One Main Objective In every well-planned website, each page has
a single mission. The content of the page revolves around that
mission. Can you have the secondary goals? Sure. But if the greater goal of your website is
to move people down your marketing funnel, than that’s what each page should be designed
to do. Knowing your end goal lets you craft the content
for each page with intention. From the text on each button, all the way
down to what shows up in the Google search results when people find you. Summary: SEO Is About Clarity of Purpose A lot of SEO is getting crystal clear about
who you are, what you do, do you do it for. What benefits do people get from choosing
you and not your competitors? If you know how you best serve your customers,
you can create compelling content to draw them into your website, and convert them into
paying customers.

One thought on “Know Your SEO Goals

  1. John Locke Post author

    A reading of an article I wrote on having goals for SEO campaigns. If you have a SEO question you'd like us to answer, leave it in the comments below, and we'll answer it out in a future video. Peace.


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