How do you know whether what you’ve done has actually worked?
We track rankings internally, but we never share these with clients. Rankings don’t mean squat to a business’s bottom line. Everything we do is focused on ROI, which means the only way to truly judge success is that the client’s site gets more organic visitors and more organic leads. Typically, we see an increase in leads from other sources, since the content and optimization work tends to make it more likely that visitors will convert, regardless of how they got to the site. But ultimately, we look at an increase in organic traffic and organic leads.Greg Gifford (VP of Search, SearchLab)
Start with simple end ideas
Yes, you can have multiple goals (both macro and micro), but establishing one simple primary end goal is essential.
To understand what a website’s primary end goal should be is to have a clear understanding of the website’s objectives and/or client goals.
Goal setting tips
- Measurable: If you can’t identify it, you can not improve it
- Be specific: Keep it simple
- Share your goals: Studies have shown that writing down and sharing your goals with others boosts your chances of achieving them.
Some simple yardsticks
- Organic Traffic
- Domain Authority
- Phone Clicks
- Top Keywords