Goal Setting and KPIs for SEO by Sheila Dela Pena

SEO GOAL SETTING

and KPI DEVELOPMENT

BRIEF INTRODUCTION

• BS Mass Communications graduate• Almost 8 years of Digital Marketing

experience• Hands-on in SEO, PPC and Social• Trained in Quality Management Systems• Believes in purpose-driven implementation

of Digital Marketing campaigns• Currently a Web Analyst, Social Media

Manager and a Digital Marketing Manager

GOAL SETTING

WHY DO SEO or DIGITAL MARKETING?

WHAT ARE GOALS?

Goals set your focus and guide your direction

SPECIFIC

MEASURABLE

ATTAINABLE

RELEVANT

TIME-BOUND

GOALS should be SMART

SMART GOALS means SPECIFIC

The goal is focusing on one

precise area

• 10,000 more website

traffic

• 3x more online sales

year-on-year

• Top of page ranking in

local search

• 10% increase in new

users

SMART GOALS means MEASURABLE

progress of the goal can be

quantified in some way

• Know your baseline

• Benchmark (industry,

overall)

• Year-On-Year increase in

organic search by x%

SMART GOALS means ATTAINABLE

Realistic and reachable for

your level of skill

• Top of Page ranking

overnight? Nah.

• 100,000 traffic in 3 days?

Hmmm..

• 5,000 backlinks in 1

week? Errr…

SMART GOALS means RELEVANT

Supports the desired

outcome

• Manage PPC cost for

organic sales

performance?

• Improve Csat to increase

revenue?

SMART GOALS means TIMEBOUND

specific amount of time in

which results should

• There is a start date and

an end date

• Within reasonable period

of time

SAMPLE

BROAD GOAL

improve online sales from organic search

SPECIFIC: increase online sales by three times more.

MEASURABLE: measure sales by the number of sales coming from organic search

ATTAINABLE: improve online visibility for search terms relevant to my line of business.

RELEVANT: expand the keywords targeted in the website for additional online sales.

TIME-BASED: increase online sales from organic search within 6months

SMART GOAL

Increase online sales from organic search by three times year-on-year within 6 months by improving online visibility for search terms relevant to the business and expanding

the targeted keywords.

KPI DEVELOPMENT

HOW DO YOU MEASURE SUCCESS OF SEO?

WHAT ARE KEY PERFORMANCE INDICATORS

or KPIs?

The means to measure success.

BASIC TYPES OF KPI

RAW NUMBERS PROGRESS MEASURE %CHANGE

SampleTotal Sales

Total Revenue

25% complete 10% increase in total sales

period-on-period

SourceSales Control Panel

eCommerce CMS

Project Plan Sales Report

Frequency Quarterly Monthly Periodically

IMPORTANT NOTE:Understand cumulative and calculated metricsUnderstand the context of the metric

DEVELOPING KPI FOR SEO CAMPAIGNS

CAMPAIGN PERFORMANCE OUTCOME

• Sessions from Organic Traffic, Goal Completions, Revenue, Goal

Conversion Rate or eCommerce Conversion Rate, %New Sessions


CONTENT CONSUMPTION KPI

• Pageviews, Avg Time on Page, Bounces, Page Value


VISITOR ENGAGEMENT KPI

• Pages per Session, Events, Goals, Bounce Rate

NEED INPUTS ON YOUR DIGITAL MARKETING CAMPAIGNS?DONT HESITATE, JUST ASK.

[email protected]+63 906 773-7289