{"id":134490,"date":"2021-07-27T15:15:07","date_gmt":"2021-07-27T20:15:07","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=134490"},"modified":"2023-05-15T09:52:59","modified_gmt":"2023-05-15T14:52:59","slug":"seo-goals","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/seo-goals\/","title":{"rendered":"How to Set the Right SEO Goals with 3 Examples"},"content":{"rendered":"\n<div class=\"intro-txt\">As SEOs, we tend to generalize goals because there is so much outside our control. \u201cWe can\u2019t promise results.\u201d<\/div>\n\n\n\n<p>The problem is that without a clear vision of what a win is, we\u2019re unlikely to achieve results at&nbsp;all.<\/p>\n\n\n\n<p>The same is true if we set vague and arbitrary goals.<\/p>\n\n\n\n<p>In this guide, you\u2019ll learn how to set the right SEO goals using <em>the SEO goal pyramid<\/em>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#what-are-seo-goals\">What SEO goals&nbsp;are<\/a><\/li>\n<li><a href=\"#why-are-seo-goals-important\">Why SEO goals are important<\/a><\/li>\n<li><a href=\"#set-SEO-goals\">How to set SEO&nbsp;goals<\/a><\/li>\n<li><a href=\"#seo-goal-examples\">3 SEO goal examples<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What are SEO goals? \" data-section=\"what-are-seo-goals\">\n\n\n\n<h2 class=\"wp-block-heading\">What are SEO&nbsp;goals?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>SEO goals are&nbsp;specific and measurable objectives that you aim to achieve over a period of time. Each goal should contribute to the purpose of SEO: reach more prospective users through organic search and turn them into customers.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why are SEO goals important?\" data-section=\"why-are-seo-goals-important\">\n\n\n\n<h2 class=\"wp-block-heading\">Why are SEO goals important?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>SEO goals are important because they bring focus and clarity to your strategy by providing a clear target. If you don\u2019t have SEO goals, you\u2019re shooting in the dark. That\u2019s never a good idea because you\u2019re unlikely to achieve something unless you aim for&nbsp;it.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to set SEO goals\" data-section=\"set-SEO-goals\">\n\n\n\n<h2 class=\"wp-block-heading\">How to set SEO&nbsp;goals<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Marketers often make the mistake of setting arbitrary SEO goals like \u201cget more traffic.\u201d<\/p>\n\n\n\n<p>The main issue with this type of goal is that it completely disregards the what and the how. What are you going to do to make it happen? How are you going to get&nbsp;there?<\/p>\n\n\n\n<p>To help solve this problem, we created the <em>SEO goal pyramid<\/em>:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/01_seo_goals.png\"><\/figure>\n\n\n\n<p>Here\u2019s how to use&nbsp;it:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Create an outcome goal.<\/strong>&nbsp;This is the thing you want to achieve and the timeframe you want to achieve it in. Think of it as the tournament you\u2019re trying to&nbsp;win.<\/li>\n<li><strong>Break the outcome goal down into performance goals.<\/strong>&nbsp;These are smaller goals that each contribute towards the outcome. Think of these as the individual matches in the tournament.<\/li>\n<li><strong>Break performance goals into process goals<\/strong>. These are even smaller goals that are 100% within your control. Continuing with the soccer analogy, this is who you\u2019re going to play and where you\u2019re going to play&nbsp;them.<\/li>\n<\/ol>\n\n\n\n<p>The idea is to break things down into stepping stones to make your overall goal more achievable. As you complete <strong>process<\/strong>&nbsp;goals, you\u2019re well-positioned to meet your <strong>performance<\/strong>&nbsp;goals. As you complete your <strong>performance<\/strong>&nbsp;goals, you\u2019re likely to achieve your <strong>outcome<\/strong>&nbsp;goal.<\/p>\n\n\n\n<p>Let\u2019s take a closer look at what each step entails and create our first framework.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Create an outcome&nbsp;goal<\/h3>\n\n\n\n<p>Your outcome goal should directly align your SEO efforts with company goals, so ask yourself:<\/p>\n\n\n\n<blockquote>What SEO outcome contributes towards the company\u2019s broader goals?<\/blockquote>\n\n<p>Looking at mission statements, frequently asked questions in meetings, etc., can help answer this. If you get stuck, ask your boss or client.<\/p>\n\n\n\n<p>Whatever you do, don\u2019t fall into the trap of saying \u201cget more traffic.\u201d While getting more traffic may help the company achieve its goals, it\u2019s far too broad. Your outcome goal needs to be SMART: specific, measurable, achievable, relevant, and time-based.<\/p>\n\n\n\n<p>So, a better goal than \u201cget more traffic\u201d would be to \u201crank in the top 3 for [high-value keyword] in 6 months.\u201d<\/p>\n\n\n\n<p>This goal is <strong>specific<\/strong>&nbsp;and <strong>relevant<\/strong>&nbsp;because ranking for [high value keyword] will increase revenue. It\u2019s <strong>measurable<\/strong>&nbsp;because you can track keyword rankings with any <a href=\"https:\/\/ahrefs.com\/blog\/best-rank-tracker\/\">good rank tracking tool<\/a>, such as Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a>.&nbsp;It\u2019s <strong>achievable<\/strong>&nbsp;because you already <a href=\"https:\/\/www.youtube.com\/watch?v=TPtCjy4n4cU\">assessed keyword difficulty<\/a>.&nbsp;And it\u2019s <strong>time-based<\/strong>&nbsp;because you specified the timeframe.<\/p>\n\n\n\n<p>Here is a visualization of our <em>SEO goal pyramid <\/em>so far:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/02_seo_goals.png\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2. Set&nbsp;performance&nbsp;goal(s)<\/h3>\n\n\n\n<p>Performance goals are the goalposts you set for yourself, so start by answering the question:<\/p>\n\n\n\n<blockquote>What short-term wins will most likely get us to our outcome goal?<\/blockquote>\n\n<p>You can have one or multiple performance goals. What they are will depend on your outcome goal and bandwidth. Just be careful not to fall into that same trap of setting arbitrary goals like \u201cincrease backlinks.\u201d&nbsp;This&nbsp;may help you achieve your outcome, but it isn\u2019t SMART. There\u2019s no way of knowing when or if you\u2019ve achieved the&nbsp;goal.<\/p>\n\n\n\n<p>Continuing with our example outcome goal of \u201crank in the top 3 for [high-value keyword] in 6 months,\u201d a SMART performance goal might be to \u201cget 40 high-quality backlinks to the page within six months.\u201d<\/p>\n\n\n\n<p>It\u2019s <strong>specific<\/strong>&nbsp;because we\u2019re aiming for a certain number of backlinks.<\/p>\n\n\n\n<p>It\u2019s <strong>measurable<\/strong>&nbsp;using the referring domains graph in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>:<\/p>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/1-referring-domains.png\"><\/p>\n\n\n\n<p>It\u2019s <strong>achievable<\/strong>&nbsp;because it\u2019s realistic. There are tasks within our control that will get us one step closer to achieving the&nbsp;goal.<\/p>\n\n\n\n<p>It\u2019s <strong>relevant <\/strong>because we know backlinks are a <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">ranking factor<\/a>,&nbsp;and there\u2019s evidence that our target page is underperforming in terms of backlinks.<\/p>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/2-serp-overview.png\"><\/p>\n\n\n\n<p>It\u2019s <strong>time-based<\/strong>&nbsp;because it has a set ending point of six months.<\/p>\n\n\n\n<p>Most importantly, achieving this performance goal will help position us well for achieving our outcome goal.<\/p>\n\n\n\n<p>Here is a visualization of the <em>SEO goal pyramid<\/em>&nbsp;so far:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/03_seo_goals.png\"><\/figure>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> If you have to set 4+ performance goals for your desired outcome, that\u2019s a sign your outcome goal is too broad and unrealistic. Revisit step one and set a more realistic goal.&nbsp;<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">3. Set process goal(s)<\/h3>\n\n\n\n<p>Process goals are measurable actions that are 100% under your control. It\u2019s where you answer the question:<\/p>\n\n\n\n<blockquote>What will I need to do to achieve our performance goal(s)?<\/blockquote>\n\n<p>Continuing our example, we have an outcome goal to rank in the top 3 for keyword \u201cx\u201d within six months. And we have a performance goal to get 40 high-quality backlinks to the&nbsp;page.<\/p>\n\n\n\n<p>What will we need to do to get 40 high-quality backlinks to the page within six months?<\/p>\n\n\n\n<p>Let\u2019s say that we plan to run a \u2018<a href=\"https:\/\/ahrefs.com\/blog\/skyscraper-technique\/\">skyscraper<\/a>\u2019&nbsp;campaign. If we get a 5% conversion rate on average from our outreach emails, we can work backwards to create a process goal that will put us in an excellent position to achieve our performance goal.<\/p>\n\n\n\n<p>Let\u2019s do the&nbsp;math:<\/p>\n\n\n\n<blockquote>40 backlinks \/ 5% average conversion rate = 800 emails\n<p>800 emails \/ 6 months = ~133 emails\/month<\/p>\n<\/blockquote>\n\n<p>So our process goal is to send 133 \u2018skyscraper\u2019 outreach emails per month for six months.&gt;<\/p>\n\n\n\n<p>Here is a visualization of our <em>SEO goal pyramid <\/em>so far:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/04_seo_goals.jpg\"><\/figure>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Like with performance goals, you can create multiple process goals. For instance, you may struggle to find enough skyscraper prospects to send 800 emails. In that case, you could add another link building tactic into the mix, like <a href=\"https:\/\/ahrefs.com\/blog\/resource-page-link-building\/\">resource page link building<\/a>, and set that as another process goal.&nbsp;<\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3 SEO goal examples\" data-section=\"seo-goal-examples\">\n\n\n\n<h2 class=\"wp-block-heading\">3 SEO goal examples<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Because your SEO goals should align with company goals, I can\u2019t say precisely what SEO goals to set. Your industry, how established your brand is, and the competitiveness of your niche all factor into the equation\u2014among other things.<\/p>\n\n\n\n<p>But what I can do is walk through a few more examples to get you comfortable using the SEO goal framework.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"#increase-organic-share-of-voice\">Increase organic share of voice by 20% in 12 months<\/a><\/li>\n<li><a href=\"#increase-organic-engagement\">Increase organic engagement rate by 10% in 6 months<\/a><\/li>\n<li><a href=\"#achieve-increased-sales\">Achieve $10,000 in sales from organic traffic in month&nbsp;6<\/a><\/li>\n<\/ol>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"increase-organic-share-of-voice\">Example SEO goal #1: Increase organic share of voice by 20% in 12 months<\/h3>\n\n\n\n<p>Search engine optimization is a highly competitive form of marketing. Essentially we are all vying for a spot (and attention) within a limited field of&nbsp;space.<\/p>\n\n\n\n<p>You may hear your boss or clients saying, \u201cjust crush the competition.\u201d<\/p>\n\n\n\n<p>What does this mean? How will this be achieved? What determines whether or not we are successful?<\/p>\n\n\n\n<p>\u201cCrush the competition\u201d is&nbsp;far too&nbsp;broad.<\/p>\n\n\n\n<p>Using the SEO goal framework, you can turn \u201ccrush the competition\u201d into a specific, measurable goal.<\/p>\n\n\n\n<p>The first step is to align SEO efforts with company goals. What <strong>outcome<\/strong>&nbsp;contributes towards the company\u2019s broader goal of \u201ccrushing the competition? In this case, something like \u201cincrease organic share of voice by 20%&nbsp;in 12 months\u201d would be a SMART outcome goal.<\/p>\n\n\n\n<p>It\u2019s <strong>specific<\/strong>&nbsp;because we\u2019re specifying a percentage in a timeframe\u2014not an open-ended goal.<\/p>\n\n\n\n<p>It\u2019s <strong>measurable<\/strong>&nbsp;using the <strong>Competitors Overview<\/strong>&nbsp;report in <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Ahrefs\u2019 Rank Tracker<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/3-rank-tracker-competitors.png\"><\/figure>\n\n\n\n<p>It\u2019s <strong>achievable<\/strong>&nbsp;because 20% in 12 months is far from a \u2018pie in the sky\u2019 proposal.<\/p>\n\n\n\n<p>It\u2019s <strong>relevant<\/strong>&nbsp;to company goals because it\u2019s essentially our site\u2019s organic search visibility compared to competitors.<\/p>\n\n\n\n<p>And it\u2019s&nbsp;<strong>time-based <\/strong>because we specified a timeframe.<\/p>\n\n\n\n<p>Now for the second step: setting <strong>performance goals<\/strong>.<\/p>\n\n\n\n<p>Remember, this should also be a SMART goal. To keep things simple, we\u2019ll set just one: \u201cwin 50 featured snippets for high-volume tracked keywords in 12 months.\u201d<\/p>\n\n\n\n<p>Featured snippets are pieces of information that generally display at the top of search results for a search query. Getting more featured snippets is a simple way to get more SERP visibility and clicks.<\/p>\n\n\n\n<p>Here\u2019s how to find the best featured snippet opportunities:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a><\/li>\n<li>Select your project<\/li>\n<li>Choose the <strong>Overview<\/strong>&nbsp;report<\/li>\n<li>Filter for keywords with featured snippets that you don\u2019t rank&nbsp;for<\/li>\n<li>Filter keywords where you rank in positions 2-5<\/li>\n<li>Sort the keywords by traffic volume from highest to lowest<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/4-rank-tracker.png\"><\/figure>\n\n\n\n<p>You\u2019re in the home stretch now. The third and final step is to break out performance goal(s) into <strong>process <\/strong>goals by outlining the <em>how<\/em>.<\/p>\n\n\n\n<p>Because it\u2019s often possible to win featured snippets with a simple on-page change, a&nbsp;process goal would be to \u201cmake on-page changes to 50 pages to increase our chances of winning the snippet.\u201d We can measure progress by tracking the number of owned featured snippets in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/5-owned-featured-snippets.png\"><\/figure>\n\n\n\n<p>Here\u2019s our completed <em>SEO goal pyramid<\/em>:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/05_seo_goals.jpg\"><\/figure>\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/featured-snippets\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/find-featured-snippets\/\">How to Optimize for Google\u2019s Featured Snippets<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/share-of-voice\/\">What Is Share of Voice? How to Measure It Across Channels<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n<h3 class=\"wp-block-heading\" id=\"increase-organic-engagement\">Example SEO goal #2: Increase organic engagement rate by 10% in 6 months<\/h3>\n\n\n\n<p>You may be thinking user engagement is a CRO metric. But remember, Google\u2019s own <a href=\"https:\/\/support.google.com\/webmasters\/answer\/7451184?hl=en\">SEO Starter guide<\/a>&nbsp;says, \u201cany optimization should be geared toward making the user experience better.\u201d<\/p>\n\n\n\n<p>Historically, SEOs measured engagement using <a href=\"https:\/\/ahrefs.com\/blog\/bounce-rate\/\">bounce rate<\/a>&nbsp;and time on page. These are poor metrics to use because they often don\u2019t&nbsp;align with user behavior.<\/p>\n\n\n\n<p>For example, let\u2019s say that you sit down to read a ~2K word blog post. <a href=\"https:\/\/wordstotime.com\/\">This website<\/a>&nbsp;says that even a slow reader would get through that in 20 minutes. If you close the browser as soon as you\u2019re done, that session would technically count as a bounce.<\/p>\n\n\n\n<p>Luckily, Google Analytics 4 has a more robust metric we can use to measure UX: Engagement rate.<\/p>\n\n\n\n<p>Engagement rate more accurately measures whether a user interacted with your website or left, so a good outcome goal would be to \u201cincrease organic engagement rate by 10% in 6 months.\u201d<\/p>\n\n\n\n<p>It\u2019s <strong>specific<\/strong>&nbsp;because it specifies a percentage and timeframe.<\/p>\n\n\n\n<p>It\u2019s <strong>measurable<\/strong>&nbsp;using the User Acquisition report in&nbsp;GA4:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/6-google-analytics.png\"><\/figure>\n\n\n\n<p>It\u2019s <strong>achievable <\/strong>because there are things within our control we can change to impact this metric.<\/p>\n\n\n\n<p>It\u2019s <strong>relevant<\/strong>&nbsp;because we want to improve UX, and engagement rate measures this more accurately than bounce rate or time on&nbsp;page.<\/p>\n\n\n\n<p>It\u2019s <strong>time-based <\/strong>because we specified a timeframe (6 months).<\/p>\n\n\n\n<p>Now for the <strong>performance<\/strong>&nbsp;goal(s).<\/p>\n\n\n\n<p>Let\u2019s keep things simple again and just set one: \u201cincrease the number of unique user scrolls by 30% on low scroll pages that have high-value to our company.\u201d<\/p>\n\n\n\n<p>To find the pages where we need to improve UX, we can check the Engagement Pages and screens report in GA4, filter to organic users, and view the table by unique user scrolls.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/7-unique-user-scrolls.png\"><\/figure>\n\n\n\n<p>Given our performance goal, our <strong>process<\/strong>&nbsp;goal may be rewriting introductory paragraphs on low scroll pages so that more people are sold on the article and stick around to read it. Again, this can be measured manually.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/06_seo_goals.jpg\"><\/figure>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"achieve-increased-sales\">Example SEO goal #3: Achieve $10,000 in sales from organic traffic in month&nbsp;6<\/h3>\n\n\n\n<p>Making more money is the ultimate goal of SEO. To stand the best chance of this happening, we need to convert the vague goal of \u201cmake more money\u201d into a SMART <strong>outcome<\/strong>&nbsp;goal like \u201cachieve $10,000 in sales from organic traffic in month&nbsp;6.\u201d<\/p>\n\n\n\n<p>This goal is <strong>specific<\/strong>&nbsp;because we\u2019ve specified the amount and timeframe.<\/p>\n\n\n\n<p>It\u2019s easily <strong>measurable<\/strong>&nbsp;with Google Analytics.<\/p>\n\n\n\n<p>It\u2019s <strong>achievable<\/strong>&nbsp;because our hypothetical site isn\u2019t particularly seasonal and is already doing ~$9K\/month in sales from organic\u2014so this is only an increase of ~11%.<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> A good outcome goal has to be both motivating and realistic. When setting a sales-based goal, consider the organic channel\u2019s previous sales history and upcoming seasonal trends.<\/div>\n\n\n\n<p>It\u2019s <strong>relevant<\/strong>&nbsp;because, again, making more money is the ultimate goal of&nbsp;SEO.<\/p>\n\n\n\n<p>It\u2019s <strong>time-based<\/strong>&nbsp;because we specified a timeframe.<\/p>\n\n\n\n<p>Now for the game plan: <strong>performance goal(s)<\/strong>:<\/p>\n\n\n\n<p>Keeping things simple and setting just one performance goal again, we\u2019ll go for \u201cincrease organic traffic to high-value pages by 20%&nbsp;in 6 months.\u201d<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Setting a timeframe and percentage here can get a little complicated. You essentially need to work backward from the \u201ctop sellers\u201d you choose and work out how many more you\u2019d have to sell to hit your sales goal, what the buy-to-detail rate is, and the proposed traffic lift to hit the sales&nbsp;goal.&nbsp;<\/div>\n\n\n\n<p>The simplest way to find \u201chigh-value pages\u201d is to ask which products are the most profitable for the company. Consider the cost of production, cost of shipping, rate of returns, etc.<\/p>\n\n\n\n<p>Measuring whether we meet our performance goal is easy enough in Google Analytics. Just head to Behaviour &gt; All Pages, compare periods, segment by organic traffic, and look at the entrances metric:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/8-entrances-metric.png\"><\/figure>\n\n\n\n<p>Finally, the process goal(s)\u2026<\/p>\n\n\n\n<p>I can\u2019t outline exactly what the process goals will be as these will vary depending on what type of product or service, search intent, business resources, etc.<\/p>\n\n\n\n<p>Here are just a few examples of actionable process goals that may help increase organic traffic:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>write <a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/product\">product schema<\/a>&nbsp;for target pages<\/li>\n<li>optimize products in an <a href=\"https:\/\/support.google.com\/merchants\/answer\/9838672?hl=en\">organic product feed<\/a><\/li>\n<li>optimize all images on the target pages<\/li>\n<\/ul>\n\n\n\n<p>Because process goals are tasks that you or your team carries out, completing the goal is measured manually using your personal project management style.<\/p>\n\n\n\n<p>For example, if the process goal is to <a href=\"https:\/\/ahrefs.com\/blog\/image-seo\/\">optimize all images<\/a> on every high-value page, we would manually check that each image has an optimized file name, descriptive alt text, and meets file size requirements.<\/p>\n\n\n\n<p>Here\u2019s our completed SEO goal framework for this example:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/07_seo_goals.jpg\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Setting SEO goals may seem like an impossible task, but a strong framework is all you need to get started.<\/p>\n\n\n\n<p>If you stay on track and complete your process tasks, you have a good chance at meeting your performance goals. When you meet your performance goals, you are very well positioned to hit your outcome goal.<\/p>\n\n\n\n<p>Success is in the details.<\/p>\n\n\n\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/kaylelarkin?lang=en\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The problem is that without a clear vision of what a win is, we\u2019re unlikely to achieve results at&nbsp;all. The same is true if we set vague and arbitrary goals. In this guide, you\u2019ll learn how to set the right<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":160,"featured_media":134492,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[417],"class_list":["post-134490","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Set the Right SEO Goals with 3 Examples<\/title>\n<meta name=\"description\" content=\"SEO goals are specific and measurable objectives that you aim to achieve over a period of time.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/seo-goals\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Set the Right SEO Goals with 3 Examples\" \/>\n<meta property=\"og:description\" content=\"Use the SEO goal pyramid.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/seo-goals\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-27T20:15:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-15T14:52:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/fb_seo_goals.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"990\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Kayle Larkin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Use the SEO goal pyramid.\" \/>\n<meta name=\"twitter:creator\" content=\"@kaylelarkin\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ahrefs.com\/blog\/seo-goals\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/seo-goals\/\"},\"author\":{\"name\":\"Kayle Larkin\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/37fd2481e9d9eaf917ff68a25759203c\"},\"headline\":\"How to Set the Right SEO Goals with 3 Examples\",\"datePublished\":\"2021-07-27T20:15:07+00:00\",\"dateModified\":\"2023-05-15T14:52:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/seo-goals\/\"},\"wordCount\":2444,\"publisher\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/seo-goals\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/fb_seo_goals.png\",\"articleSection\":[\"General SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ahrefs.com\/blog\/seo-goals\/\",\"url\":\"https:\/\/ahrefs.com\/blog\/seo-goals\/\",\"name\":\"How to Set the Right SEO Goals with 3 Examples\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/seo-goals\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/seo-goals\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/fb_seo_goals.png\",\"datePublished\":\"2021-07-27T20:15:07+00:00\",\"dateModified\":\"2023-05-15T14:52:59+00:00\",\"description\":\"SEO goals are specific and measurable objectives that you aim to achieve over a period of time.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/ahrefs.com\/blog\/seo-goals\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/ahrefs.com\/blog\/seo-goals\/#primaryimage\",\"url\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/fb_seo_goals.png\",\"contentUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/fb_seo_goals.png\",\"width\":1920,\"height\":990,\"caption\":\"seo goals\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#website\",\"url\":\"https:\/\/ahrefs.com\/blog\/\",\"name\":\"SEO Blog by Ahrefs\",\"description\":\"Link Building Strategies &amp; 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