The basic SEO Objectives
SEO gives surprisingly effective results in a short time if done efficiently. SEO is used for generating traffic to site but there are also other applications of SEO like branding, marketing and ideological influence of the website. SEO has proven to be an effective tool in achieving a number of important marketing objectives, making it a universally-beneficial marketing tactic for a wide variety of organizations, regardless of their objectives. SEO, once the domain of specialists, has now become a mainstream marketing activity.
SEO can have a dramatic effect on the traffic that you draw to your website; the perceived quality, relevance, and trustworthiness of your brand; and the amount of revenue that can generate through your website. Like any other marketing activity, it is important to set specific goals and objectives — and if the goal is not measurable, it is not useful. As you can see, increased website traffic is rated as the most effective objective for SEO and increased brand or product awareness is also rated extremely well. However, increased website traffic and awareness are soft metrics that lead to an improvement in bottom-line metrics such as increased online and offline sales revenue.
We feel the effectiveness of SEO in these bottom-line metrics is undervalued because of difficulties in achieving closed-loop tracking from website traffic source to online or offline sales revenue, or low efficiencies of conversion optimization of websites. Like any other marketing function, it is important to set specific goals and objectives—and if the goal is not measurable, it is not useful. Setting up such objectives is the only way you can determine whether you are getting your money’s worth from your SEO effort. And although SEO can be viewed as a project, the best investment, in our opinion, is to treat it as more of a process—one which is iterative, is ongoing, and requires steady commitment from the stakeholders of an organization.
Setting goals and objectives for your SEO strategy is the first step in determining the keywords on which you want to build the content of your website. Content is king in attaining high rankings. Your site content is the major source of information that search engines use to determine what your site is about. For example, if someone is searching for furniture, and you don’t have any information on your site about furniture, chances are you won’t rank very high, if at all, for searches containing that keyword. You may have great blog posts, a unique photo gallery, and useful “how to” information on your website. However, if 20 other sites have similar content, and have been ranked in the search engines for a much longer period of time, it will be hard to displace them from the rankings. To establish yourself as a leader, you must bring something new and different to the market. How can you do this? Perhaps you can focus on a specific vertical niche. For example, instead of furniture, you focus on contemporary furniture. Or perhaps you can offer a new type of content – be the first to offer videos in your market.
Following are the value generating objectives of SEO
• Generating Traffic
Content that is keyword targeted produces direct traffic to your website. Content provides great results in less time. SEO generates direct traffic to your website when your site is optimized for relevant keywords typed by user.
Keywords should be unique, not common, because competition is very high for common and popular keywords rather than unique and different keywords.
Branding is less popular application of SEO. Branding means brand recognition or brand awareness among people. A website pages which are consistently at the top of search engine ranking get traffic, popularity and profit. There may be certain terms that are closely related to your brand that you want to dominate in the search rankings.
SEO is also used for marketing the products and services of any e-commerce website. SEO builds customers and generates revenue for the e- commerce website.
• Ideological Impact
Who want public opinion about their websites on a particular topic, SEO is very powerful tool to promote your ideas and content of your website.
• E- Commerce Purpose
SEO drives relevant traffic to e-commerce websites, which boosts the sale of the products and services offered by the websites.
• Target Customers
Define the audience that you are trying to reach. For example, it could be a specific income level, geographic area, or decorating style.
The competitive landscape is a major consideration in determining your SEO goals. Depending on your competitor’s product line and SEO strategy, you may have to make adjustments. If you are the market leader, you may want to fend off certain competitors. On the other hand, if the competition is firmly entrenched, you may want to focus on another segment of the market.
• Your Potential Customers Search for Your Products
It is important to understand which search terms your prospects use to find the products or services that you supply. This involves mapping the actual search queries that your target customers use when they employ a search engine to find what they are looking for.
Setting SEO Objectives
SEO, once a highly specialized task relegated to the back rooms of a website development team, is now a mainstream marketing activity. This dramatic rise can be attributed to three emerging trends:
• Search engines drive dramatic quantities of focused traffic, comprising people intent on accomplishing their research and purchasing goals. Businesses can earn significant revenues by leveraging the quality and relevance of this traffic for direct sales, customer acquisition, and branding/awareness campaigns.
• Visibility in search engines creates an implied endorsement effect, where searchers associate quality, relevance, and trustworthiness with sites that rank highly for their queries.
• Dramatic growth in the interaction between offline and online marketing necessitates investment by organizations of all kinds in a successful search strategy. Consumers are increasingly turning to the Web before making purchases in verticals such as real estate, autos, furniture, and technology. Organizations cannot afford to ignore their customers’ needs as expressed through searches conducted on Google, Yahoo!, and Bing.
Search engine optimization is a marketing function, and it needs to be treated like one. SEO practitioners need to understand the services, products, overall business strategy, competitive landscape, branding, future site development, and related business components just as much as members of other marketing divisions, whether online or offline.