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SEO To What End? Just Because You Can, Doesn’t Mean You Should

How Do You Define SEO Success?

Success looks different for every business in different seasons. And while you likely have targets for your success, there might be a disconnect in the metrics used to define that success.

If you’ve worked with a marketing firm before, you might have been told that keyword rankings are the most important element in your SEO strategy. In some cases, they are –– if you know the keywords that are most valuable.

Quality SEO positively impacts your rankings, that’s a fact. Rankings and traffic are valuable, but if you aren’t earning the right rankings, your SEO efforts are probably not working as you’d hoped.

Ask yourself this question: Why do I want to rank for the keywords I’ve chosen? Many firms base targeted keywords on search volume. Their theory is if a keyword gets 20,000 searches per month, they should focus on ranking for that key term.

But search volume isn’t the primary reason you should target a keyword.

What is your goal? Regardless of your industry, ranking for a certain keyword, isn’t it. Do you want higher sales, an increase in traffic, or more quality leads?

Many firms take a siloed approach to SEO, focusing only on rankings and traffic. This tactic is outdated. SEO impacts so much –– much more than only your traffic. SEO provides value to your business far beyond an increase in your rankings. Knowing the metrics to track gives you measurable data that you can use to build out your SEO and achieve your business goals.

What are Your Goals and How Does SEO Get You There?

Every organization has goals, and they can vary depending on its stage of growth. Some companies prioritize branding, engagement, and awareness. In some cases, it’s all about leads, conversions, and sales.

At Project 320, we use SEO to help our clients achieve their goals no matter what they are. And to do that, we first must identify those goals. Once we’ve determined your targets, we work backward to develop an SEO strategy crafted uniquely for you and your needs. We look at your goals, then prioritize the steps we take to accomplish them. As we craft your strategy, we evaluate the purpose of your SEO. We then base all other decisions on that knowledge.

Your goal might be to earn extra leads. Working to that end, we evaluate the type of content that converts in your market. From there, we research the topics that convert. And from that point, we conduct keyword research to find the high-intent keywords your target audience searches. High-intent, long-tail keywords attract the kind of traffic that results in quality leads and consumers who are ready to buy. Instead of starting with a keyword strategy, our team begins with your goals, then structures your SEO to hit your targets.

Prioritize your digital marketing strategies through the lens of why you’re doing it. Every micro-step you take should bring you closer to your goal. If the small steps don’t contribute to the goal of your SEO, then don’t prioritize them. Instead, focus on elements that move the needle toward your target.