Examples of search engine marketing

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Are you trying to improve your search engine marketing results? Whether you want higher rankings in organic or paid search, setting SMART goals can help you track and achieve those results.

In this article, we’ll take a look at SMART goals and how to apply them to your search engine marketing.

What are SMART goals?

The definition of SMART goals first appeared in the business world in nineteen eighty one. It is an acronym which means the following.

S – Specific

Specific objectives are clearly defined with an exact amount. Common, but not specific, goals for SEO could be:

  • Improve search rankings.
  • Increase organic search traffic.
  • Build a diverse bond portfolio.
  • Develop new content.

Overall, the main goal of any SEO campaign is to increase search engine visibility. To make your goal specific, you need to state precisely How? ‘Or’ What you will increase your visibility in search engines.

A local business, for example, may set a specific goal to claim new local listings / citations in the next quarter.

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M – Measurable

Measurable goals can be quantified. The above example of a specific goal requires an exact number of local listings to claim.

To make this a measurable goal, the local business can update it to claim 25 new local listings in the next quarter.

Now it is precise and measurable.

A – Achievable

Is the goal you set for your SEO strategy achievable?

To answer this question, you need to know if the end result you want is achievable. With the goal of local listings above, they should know that they still have 25 local directories to claim.

Note that if a goal is to be achievable, there must also be a challenge to achieve it. If a goal is reached too easily or quickly, it shows that the measurable part of the goal was not ambitious enough.

Historically, A meant assignable. It’s also a good part of a SMART goal.

Who will be involved in performing the tasks necessary to achieve the goal? Make sure that someone is responsible for every step of the goal achievement process.

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R – Relevant

Does your goal match your business needs? In the case of a local business looking to claim local business listings, the answer is yes, the goal is absolutely relevant to the business and the success of its marketing efforts.

By claiming local listings, a local business will increase its visibility in search results. The listings themselves have the potential to cover most of the first page of search results, as well as help improve local rankings in the map pack.

In the past, R also stood for Realistic while A stood for Assignable.

Is your goal realistic with the current resources you need to invest in it? Or will you need to invest in resources before you can start the goal.

A small business with a single owner may not be able to realistically achieve the goal of claiming so many business listings while simultaneously managing other business operations.

On the other hand, a local channel with a marketing team can claim even more ads in the same amount of time.

T – Limited in time

Time-bound goals are simply goals that have a time frame.

With the example of local businesses, the goal may be to claim 25 listings by the end of the quarter.

Assuming this is realistic, it will ensure that you are working towards your goal in a timely manner.

What happens when we don’t add a deadline to a goal?

In most cases, the target without a deadline is put on hold while the target with a deadline is debugged until the target is met.

Why are SMART goals important?

Unfortunately it turns out this often-cited study from Harvard or Yale that shows that MBA students succeed on the basis of goal setting is a myth. However, we have research that shows that effectiveness of goal setting for marketing.

According to a study by CoSchedule, marketers who set goals are 376% more likely to report the success of their marketing efforts compared to those who do not set goals. Additionally, 68% of marketers surveyed set deadlines all or most of the time.

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The success of SMART goals is usually tied to the specificity of the goal. Unlike a very loosely defined goal, a specific goal must be thought of. You need to analyze where you are, where you want to be and exactly what it will take to get there.

Even the American Psychological Association includes core components of SMART in its dictionary like the definition of goal setting:

“… a process that establishes specific, time-based, measurable, achievable and realistic behavioral goals. “

Locke’s Theory of Goal Setting Explain why these components improve performance:

“At least four mechanisms explain why goal setting improves performance: (a) it focuses and directs activities, (b) it regulates energy expenditure, (c) it improves persistence because effort is continued until the goal or sub-goal is achieved, and (d) it can promote the development of new strategies to improve performance.

Examples of SMART Goals for Search Engine Marketing

Using some of the main overall goals of SEO campaigns, here are examples of setting SMART SEO goals.

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Search in rankings

One of the main goals of most SEO campaigns is to increase search rankings.

Of course, saying that this is your goal is far from precise. And it’s hard to be precise with a metric that fluctuates regularly.

With that in mind, here’s an example of a SMART search ranking goal.

Increase search rankings for [specific keyword] from the second to the first page of search results by the end of the year.

To determine if this is achievable, you will need to assess your competition in organic search. Compare the quality of your content with theirs and the inbound backlinks.

Traffic generation

Generating traffic from organic search is the ultimate goal of efforts to improve search rankings.

To create a SMART traffic generation goal, consider modifying the following:

Increase organic search traffic by 25% by the end of the next quarter.

To determine if this is achievable, you will need to assess your competition in organic search for your top keywords.

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Link building

Links are essential in helping Google discover your content and determine its quality and relevance to search queries. To create a Diverse Linking Profile, you’ll need to set a SMART Linking Goal.

Acquire 50 relevant links to our website during the next quarter.

To determine if this is achievable, create a list of pages most likely to gain links.

If you have 10 pages of link-worthy content, it’s realistic to assume that you could get five links for each page.

Sales / Conversions

Do you want your search engine optimization to generate qualified leads or sales on your website? Create a SMART goal focused on income-generating conversions.

To augment [sales revenue/leads generated] 10% organic research by the end of the year.

If you know how well your organic search traffic is converting now, you should be able to extrapolate a realistic increase.

Key points to remember

If you want to achieve your SEO goals, consider using SMART goal setting.

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Create smart, measurable, achievable, relevant, and time-bound goals that are well thought out.

Use these additional tips to ensure the success of the SMART goal:

  • Know why you are setting a specific goal. Your reason (like the potential ROI) should motivate you and your team to achieve the goal.
  • Write down your SMART goals – don’t just formulate them in your mind and forget them.
  • Create accountability for each step of the process with regular meetings and progress reports.

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Featured Image: It for you / Shutterstock


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