Setting Your Goals

Before undertaking any major overhaul of your site, be sure to set specific goals.

Most people and organizations end up interested in SEO because they’ve built a website and the masses have not arrived. A web page without SEO is like the proverbial tree falling in the forest when nobody hears it. Developing SEO goals into your site design from the very beginning will help avoid the panic of creating a beautiful looking site that gets ignored by search engines and traffic.

How do you measure the popularity of a website? Unlike the offline world, online resources – such as web pages, white papers or ads – are highly trackable, so it’s easy to see when a $50,000 website is only receiving a handful of visitors per day. But while traffic, hits, clicks and customers are talked about in the same breath, they are all very different metrics, and it’s possible to optimize for each one separately.

In the book, we review how to set your goals and a tried-and-tested procedure to make your targets are SMART.

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