Playing it SMART
Thursday, 1st January 1970
SEO is incredibly important – if you’re a business owner with a website (and let’s face it, which business doesn’t have a website these days?!) then you’ll be acutely aware of this.
But knowing how to ensure that your SEO is spot on is not as easy as it sounds – there is a huge amount of information out there, some good and some more iffy, so how do you play it smart?
Well, by setting SMART goals…
S = Specific
Drilling down into exactly what it is that your want your website to deliver to your bottom line is crucial. If you know this specifically, then it’s a starting point for understanding how to structure your website’s navigation, content and calls to action.
Examples of what your site needs to do can include increasing sales, generating more enquiries or growing audience – define this across all your teams, and set your SEO up to support these goals.
M = Measureable
One of the greatest benefits of the digital era is the depth of statistical information at our fingertips.
Everything from how and where a site is found, to what visitors there do during and even after they visit can be tracked.
But even that is not enough to ensure success – if, as we point out in S, your goals are clearly defined, then you can set up your site to engage and encourage visitor activity that serves these goals.
Then you can measure how succesfully the site is serving these goals, and tweak and adjust to improve efficiencies.
Some excellent key metrics for measurability can be found on Search Engine Land.
A = Achievable
Trying a hundred different things at once is not a great strategy – rather focus on three to five goals at a time, and implement, test and measure these before advancing to the next set of goals.
Asking the right questions about achievability will help:
- What do I already have in place? How can I do this better (rather than reinventing the wheel)?
- Do I have the expertise, or should I outsource this?
- Are the basics of my website good enough to warrant a top 3 position on page one? If not, how easily can I update the site to bring it into line?
R = Realistic
Being realistic involves two key aspects – patience and attention to detail.
If you’re just starting out and implementing a range of SEO improvements, digital marketing plans and setting new goals, then knowing that it takes time to climb the rankings, and data to analyse efficiencies is a positive attribute.
Added to this, while you may have lofty long-term goals, taking on your competitors and muscling in to challenge their rankings means knowing how best to play up your competitive advantage – your Unique Selling Points.
Having that intuition and attention to detail can really help to accelerate your goal attainment – so be realistic about what fights you can fight, and which of those you can side-step through a more intuitive strategy.
T = Timelines
This is a pretty simple bit of advice – have a plan that sets goals by week, month, quarter and year.
Have status meetings that track progress, and use the measurability to assess how to refine, tweak, change or ramp up strategies as you go.
For advice on setting SMART goals for your online business, get in touch with one of our friendly experts at Realnet today.