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    5 Goals to Set at the Start of an SEO Campaign

    By Derek Robinson

    SEO or search engine optimization purely depends on planning. The goals you set at the beginning of this campaign will determine the direction the project takes and how effective it will be. If you make a mistake and aim for the wrong target, you will just end up wasting a lot of resources and time working towards the wrong goal. To get your campaign moving in the right direction, you will need these 5 goals to set at the start of an SEO campaign for a strong foundation and better results.

    1. Choose your Audience

    The process of choosing an audience is not as easy as most people would think. You might be aware of the target demographics and an idea of the type of audience your brand is made for but there are completely different elements to consider when it comes to search. For instance, is there a part of the target audience that will be using more of search than others? Is there a direct competitor focusing on one segment of your audience?


    It is time to ditch the strategy that only focuses on the age, education levels and sex in the demographics. The focus should be broader and include the user’s preferences and interests. Focus on the buying stage that the audience will be. What will they be thinking about when making the search? These targets should be cautiously set to ensure that the campaign sets towards the right direction right from the beginning.

    1. Think about the Niche

    The next step is to choose the right niche. Search engine optimization is a competitive strategy and will be getting more competitive. This means that choosing your niche should be among the crucial steps before the campaign starts. Of course you can rank higher with money time and important resources. Keep in mind that the big companies and corporations have created a foundation in this space. This is why you should select a new niche. This should be a specialized area that has less competition and visibility. This should carefully be considered and you should look at your venture and compare it to the existing competition. Look at things that make it unique and focus on what you have that your audience cannot get from the competitors.


    This comes to the uniqueness of your venture including targeting a unique audience and adding special element to the content. Whatever you go with, it should give you an edge over your competitors and make you stand out for more attention. It should also be something your target audience will want to see. Standing out of the crowd will make sure that you are getting more traffic than your direct competitors.

    1. Focus on the Right Keywords

    Though commonly misunderstood, keywords are crucial in search engine optimization. Keywords have always been important though a lot has changed especially with Google algorithm changes and the ever evolving rules. A good example is the Hummingbird update. The keywords you choose to focus on at the beginning of the campaign will play a major role in the direction the entire process takes.


    As you do this, you will need to get a balance between low competition rating keyword and high search volume keywords. The most important thing is that the keywords need to be relevant to your website and should be what the target audience is looking for. This is where you need to do some deep research and come out with keywords that will work for all involved aspects.

    1. Traffic

    When you have your niche, target audience and keywords decided, it will be easier to execute the strategies or at least know which angles to take. The momentum of the project is driven by the intensity to execute it. For instance, most people know that content and the links they should have but do not know how much they require. You also need to know the amount and the time you should invest. The most important thing you should pay attention to is the traffic.


    Determine how much traffic you want to drive and how fast you want to see the results of your efforts. When you understand these dimensions involving your traffic, you will know where to put your resources and how to measure the success rate of your campaign.

    1. Conversion Rate

    Though the conversion rate is not directly linked to the SEO campaign, you can optimize your website to improve the conversion rate. Albeit this might not affect your ranking in any way, the conversion rate will be affected positively. This will greatly determine how profitable your SEO campaign is. Picture a situation where your site is getting over 5000 visitors in a month and none of them are buying from you. This means the conversion rate is at its lowest and your efforts to drive traffic are all for nothing.


    This is why you should include your conversion rate as a part of the SEO strategy. Focus on all elements that can be used to increase this important rate such as designing a specific landing page and call to actions that will bear fruits.


    Setting these goals is not an easy task and being accurate is not obvious. However, it is better if you set these goals with support of research and reasoning. Make sure if there is any guesswork, it is limited to the minimums. The benefit of setting goals is that you will know what you are working towards. If by any chance there is a target that is not working as planned, then you have a chance to change things as you see necessary.


    Setting these goals is not about perfection, it is all about ensuring that you are on the right path and creating a framework that you can work on for better results and growth.

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