The SEO Goals should be tied in with the overall marketing and business goals. For example to drive more sales and revenue. The marketing goal is to make that happen and the SEO goal is one of the ways to achieve that by ensuring there is an optimised and fast website.
The SEO goals need to be associated with your business and overall marketing plan. For an eCommerce site, you will want to see more revenue. In order to achieve this, you need to drive more traffic and ensure you are ranking for key terms and topics. The key landing pages need to be optimised, and that they load quickly on desktop and mobile so that users can purchase what they need.
SEO goals should be smart – Specific, Measurable, Attainable, Realistic and Time bound. For example with the above goal regarding rankings, it is important to work on the long tail keywords not just the brand and generic. With the long tail, you are more likely to understand the user intent and with that build up the content of the page aimed at “transactional” queries vs “informational” queries.
Therefore your SEO goals could be:
Improving page speed is paramount in SEO, especially with Google Web Vitals becoming a ranking factor next year. Make early 2021 a time to really focus on reducing the load time of your page and ensuring it loads quickly on mobile and then desktop.
Every company or agency has their own way of carrying out a competitor audit. We have touched on just a few examples looking at insurance, finance and small business markets. Carla Thomas and Emily Brady have shared this advice in our Tea Time SEO live stream. You can watch the whole episode on our YouTube channel. In a previous session we also had Sophie Gibson share her insights on how she carries out competitor audits at her agency Rise, and how freelancer Julia-Carolin Zeng analyses competitors. If you think there is an aspect we have not covered and would like to get involved and be part of Tea Time SEO, contact Carrie or Jo from the marketing team via marketing@authoritas.com.
Watch our Tea Time SEO session here:
Analysing competitors’ performance in the marketplace can sometimes help you to get buy-in from your client, or if you are in-house, from your senior management team. This is particularly true if competitors are executing a strategy that you had wanted to pursue and would have been beneficial to your company. Read the introduction.
In all markets there are direct and indirect competitors and it is important to look at both when carrying out a competitor audit. Read more in Chapter 1
In this chapter Carla Thomas delves deeper understanding the performance of sites using examples from the finance and insurance industries. These principles really apply to any industry. Read more in Chapter 2.
At a glance, the concept of a content gap analysis seems pretty straightforward: Find things your competitors are writing about that you aren’t. While this is true, it doesn’t embody the full extent of what those “things” are. Let’s break it down in Chapter 3.
Strengths, Weakness, Opportunities and Threats is fundamental to any strategy, learn how you can break it down for your company in Chapter 4.
How can you stay ahead in the SERPs? You need to know how your content is performing, where it is showing and where your competitors are, read more on how to do so in Chapter 5.
In this chapter we will discuss how you should be setting your goals and what you should consider in the process. Head over to Chapter 6.
If you are looking for an easy way to automate much of the advice given in this guide, then please book a call with one of our platform experts to explore whether we have what you need.
If you are looking for an easy way to automate much of the advice given in this guide, then please book a call with one of our platform experts to explore whether we have what you need.
