The SEO Strategy | Summary of SEO Goals Statement
We’ve been putting together several SEO strategies for new and existing clients this past couple of weeks. As we work through each client’s needs and targets, we incorporate our recommendations into three clear segments. No matter what the client’s goal, whether it is increasing revenue or improving membership numbers, a good campaign strategy requires an expert assessment of keywords and existing searches, evaluation of a site’s on-page coding and recommendations for off-page link building.
Those three strategy segments come second, however, to nailing down the basic goals and understandings. Every strategy must include a Summary of SEO Goals, a statement that clearly articulates exactly what we as an SEO company believe the client is trying to achieve. This includes what clients want to see improve, what they want to remain the same, who they want to attract, how they wish to measure ROI and what tactics they may or may not have attempted to date. Based on this common understanding, we create the best and most comprehensive strategy possible under those parameters.
As SEO begins to permeate into some of the mid- and small-sized companies, we are finding that many know they should have a strategy in place but most are unsure why. Often they are not sure what they really want the site to do either. Brick and mortar stores put up web sites to have a presence then neglect to see the additional potential that presence may have. If we don’t set the goals and understandings up front, these newbies to the potential of online optimization begin to scatter their efforts and lose focus of what can and is expected to improve throughout the campaign.
It’s our job as the SEO firm to set the proper expectations based on a common understanding of any site’s goals and give guidance to those companies new to SEO. Setting a strategy with a solid base line is the best foundation for a successful campaign.
Summary of Goals Statement
- Measure of Success
- Target Demographics, Industry
- Existing/ Attempted Tactics To Date
- Limitations / Restrictions
