What Factors Matter in SEO?

Getting better at SEO is the goal of any digital marketer; anyone can make the mistake of prioritizing it at the cost of the other disciplines (engineering, content management, design, design). Like any discipline, SEO is undervalued and underused. What is it to have a goal worth being passionate about? Is the goal of driving traffic better for your website to use landing pages as landing pages rather than the mashed-up copy from the Top Bloggers or Less Advanced Search Engine Optimization practices? SEO isn’t the only goal worth having. Achieving SEO “hoax” goals needs to be your top-of-mind goal, but it’s not the only goal worth having. Though we go through our daily SEO journey with no thought of other objectives, in our minds we should be thinking of the goals we want to accomplish in the following areas:

  • Traffic sourcing to your content
  • Metrics, dashboards, analytics, feedback
  • Technology tools
  • Product development
  • Marketing techniques to track and improve

Your best SEO best practices will guide your business toward these goals. These goals are more complex than the number of pages you have or how easy it is to set up an ecommerce store.

How do you set your goal up?

Google is not the right place to start. Start with your website!

For example, your SEO goals may take the form of getting more search engine visibility, increasing your website’s influence, building your best search experience, improving your business’s reputation, attracting better customers, increasing conversion rates, and more. Take the example of hotels.com, which happens to have a set of SEO goals that range from getting more clicks to less CTRs. Ideally, the goal for hotels.com is to achieve one of these things and then the other one will set up with a nice set of metrics (e.g. CTR, Google Analytics, Conversion Tracking, Conversion Goal Optimization) and then another is for the smaller goals that will set up the process for the bigger goals that will automatically happen.

Once you understand your objective, you can then have multiple lines of reference (including website analytics, search engines, Google Analytics, etc.) so that you can set up your SEO best practices. Once you understand your objective, your goal, the metrics, the systems, the technologies, the goals, you are in a good place to optimize as best as you can for the objectives you set out.

Tip: Quality is more important than quantity.

Now you will have your SEO best practices, your policies, your procedures. All the things that came together to help you with your full online experience.

It’s not enough for SEO to optimize keywords. It’s not enough for SEO to optimize pages. What’s more important than any of these? Quality. Quality is more important than quantity. While SEO is good for quantity, or sometimes even for quality, SEO is almost always better for quality, especially in the enterprise space.

Tip: Quality is more important than quantity.

As with so many disciplines, having a clear goal is important.

Have a focused goal. Your SMART goals are:

1. 1 Metric metric targets (2, 3, etc)

2. Other goals (3, 4, etc)

3. Not including this: “new audiences” (new users), “new logos” (brand extensions), “using new digital tools” (digital marketing), “increase new revenue streams” (sales or marketing tools), “achieve revenue targets” (corporate objectives), “increasing site popularity” (editorial content), “develop new sales-related strategies” (product development or sales efforts), “make this process so effortless it’s automatic” (if manual), and so on.

Leave a comment

Your email address will not be published. Required fields are marked *