Can you set objectives for an SEO campaign?

[mfrgolfgti]

We have been working with a client for 3 months and they've been happy with the progress we've made on their SEO and the resulting increase in rankings, traffic etc.

They are renewing their contract for another 6 months but this time want to set some objectives and want us to suggest what those objectives are. Is it possible to set objectives when a great deal of the results can be out of our hands, eg, how Google works, level of interest in the client's products in the target market, whether they take on board our recommendations for changing their website content to get better seo results etc?  What would other people be happy being set as their objectives for a campaign?

[KarlBantleman]

Hi Maureen,

I always get this upon setup of a new client. I think the main thing is to manage their expectations because many people outside of the digital industry are either unaware of the potential of SEO or think it can do more than it can! Find out what marketing objectives they have and then see where SEO can help.

For example, if they are aiming to increase brand awareness (which most companies want) then look at increasing the number of keywords they rank for. You can set traffic targets if they have a history you can compare with, look at their rankings they had when they reached those targets, see where you think you will be able to get them and base your objectives on that.

Totally agree with Jeremy on the "under sell, over achieve" thought though.

[capitalauto]

Hi Maureen.

I struggle with this all the time. Goals and objectives are a must and I'm always too eager and put things a bit out of reach. Being first in serp is always the goal but so long as you're making progress I feel that's what's important, and ultimately what feels most fulfilling.

From my experience developing a baseline is the first step. Every term has it's own challenges and difficulty. Knowing how difficult and how valuable the increases will be to your business is really a cornerstone of making that a quality objective.

I know this is just blather without action points of how to do it but I hope it helps none the less.

[jeremycbray]

Hi Maureen,

I think you definitely should under promise and over deliver.

What do you feel confident creating an objective around?

What are the keyword difficulties? Can you target some easier high volume long tails keywords?

Are you making use of the long tail key words?

You know the client, you know the market they are operating in, and you have the tools.

I would only make objectives you are comfortable with achieving, smart goals are always good goals

Specific

Measurable

Acheivable

Realistic

Time based

[mfrgolfgti]

Hi Jeremy, that's a good point - I guess what I mean is how specific should seo objectives be? We could set an objective of ranking number 1 for a particular search term, or ranking higher than the main competitor etc, but is it sensible to be that specific when such a lot is out of our hands and rankings change daily? I don't want to set up objectives that are unrealistic to achieve and set ourselves up for failure. Is it reasonable to set increased traffic as an objective when so much depends on the client's other marketing activities which may or may not be successful at driving visitors to their website?

[jeremycbray]

Hi Maureen,

I think every good campaign must have goals, objectives etc.

What those goals are should be worked out with the client, because they have to be able to commit as much as anyone here.

Content is king and with SEOMOZ you have all the tools and reporting to show exactly what must be done. I recommend looking at their competitors and reverse engineering some goals from their.

hope that helps

Jeremy