How To Set SEO Goals As A Small Business


When it comes to your business and website’s organic traffic growth, it’s a very good idea to know your objectives with SEO.
Now, you might think, “Oh, I just want as much organic traffic as possible,”
But let’s take it back a few steps!
It’s really important to know how to set SEO goals because depending on your business, your goals might be very different.
If you already worked with an SEO agency in the past or perhaps, you know, you’ve been following a famous “SEO guru”  then they could try and pull the wool over your eyes with vanity metrics and superfluous goals.
They might tell you something like this….
“Oh, the most important SEO goal is to get to number one for as many keywords as possible or to try and get as much organic traffic as possible.”
famous seo guru neil patel
Uh. NO.
Let’s get real. What’s the point in organic traffic if it’s not converting?
Even if you’re ranking number one for lots of keywords or you’re getting hundreds of visitors a day, it doesn’t mean anything without that traffic turning into money!
Wouldn’t you rather have 50 quality site visitor enquiries that lead to five enquiries which leads to three or four sales coming from say just 100 spammy site visitors a day.
What’s the point of ranking for lots of keywords and bringing in traffic, if they aren’t relevant to your audience or business?

How To Set SEO Goals

Now, we spoke a little about what kind of goals you don’t want to focus on for your business.
What kind of SEO goals would be more appropriate to business growth?
Ultimately SEO goals come down to one of two things.
Your first step is to figure out this key question:
Do you need more enquiries and leads or do you need to make more sales?
That’s the two main examples of SEO goals: Increasing sales or increasing enquiries. 
That’s all there is to it for small businesses. They either need to make more sales or drive more leads to the business.
Of course, there are other examples of SEO goals.
Larger companies might, for example, want to build brand awareness, this would be the case of a company like Coca-Cola or HSBC.
Or a news publishing website, is, of course, focused on driving more organic traffic to the website.
For example, SEO goals for the Daily Mail Online, a news publishing site, might be growing organic traffic whilst decreasing bounce rate.
Since, for a publishing website, more visitors and more time spent on the site will mean an increase in ad revenue.


When it comes to setting SEO goals and planning how to achieve your SEO goals, I like to use the acronym SMART goals.
SMART goals are great for small business owners because they help break everything down and I use them all the time.
Smart stands for:
Time bound
By defining your SEO goal with these parameters, you’ll make sure you stay on track at all times and, in a way, accountable because you’re working towards that time deadline.
Okay, so we’ve got that overall goal of getting more leads, but how do we turn that into smaller smart goals that contribute to the overall goal?

Reverse Engineering SMART SEO Goals

A great way of figuring how to set SEO goals (and then achieve them) is with reverse engineering.
3. To get more leads, we’re going to need more people filling out the form on the contact us page or perhaps wherever else, you have a lead for pages.
But how do we get more people to fill out that form?
Okay, let’s reverse engineer again.
2. You can get more people filling out that form by directing people to our website via targeted keywords and all our related, useful information, found in blog posts.
1. When people find our blog posts, they are then directed to our leaderboard form via an easy-to-see button or CTA action.
Now, let’s break down those two goals.
Even further moving further down on the SMART acronym pyramid.
We’ve already got the ‘S’ – specific – To get more organic traffic to the lead pages.
And then the second one is measurable, and that would just be by measuring the number of leads you’re getting and then the number of organic visitors on those specific pages.
Okay, the next one is achievable and I think here you want to be realistic.
If you’re currently only getting 10 people a month, don’t try and put down 10,000 people a month. Don’t be ridiculous!
Why not aim for 20 next month, then 30, then maybe 50, then maybe 75 and so on because SEO does have that snowball effect.
Also, you might want to do some keyword research to make sure you have a rough idea of search volume per month.
If it’s a low-volume keyword or niche, then your SEO, you’re organic, traffic is never going to be super high, just like on social media.
If you had a very niche account that sold, I don’t know, turtle shell polish.
niche seo volume - turtle shell polish
You know, you’re never going to expect millions of followers on your social media account for that, likewise, you never going to get millions of organic site visitors.
We’ve got a chewable done and I think relevant which is the next one. SMART is already kind of implicit in the goal because of our overarching goal of more leads. So, this goal is relevant to us.
With SEO one of the reasons a lot of people don’t like it or think it’s too difficult is that SEO is a slow burner.
It’s not like paid ads that you can turn on and off the instant results.
With SEO when you’re planning your goals, you’re going to want to think in three-month periods or ideally even six-month periods.
Just because of the way that Google has to constantly crawl your website and it’s always ranking you against other websites,
Therefore, it just takes time for Google to learn and trust your brand that you’re a legitimate business.
Always remember with SEO to think long term, don’t think short term.

Final Words

And there you have it!
That’s how to go about creating basic SEO goals for small business owners.
When it comes to figuring out how to set SEO goals, always remember to keep it simple.
Focusing on either leads or sales. And from there we reverse engineer how we’re going to get more sales or how we’re going to get more leads.
We don’t focus on the actual keyword placements and we don’t focus so much organic traffic.
Instead, we might focus more specifically on organic traffic to certain pages and we might also look at the quality of that organic traffic.
For instance, if we’re getting lots of organic traffic on a certain page but it’s all coming from a country where we do even sell the product, what’s the point?
That’s all for today’s lesson on how to set SEO goals. And if you’re not already, follow me over on Instagram and tiktok for really easy SEO tips!

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