As SEOs, we tend to generalize goals because there is so much outside our control. “We can’t promise results.”

The problem is that without a clear vision of what a win is, we’re unlikely to achieve results at all.

The same is true if we set vague and arbitrary goals.

In this guide, you’ll learn how to set the right SEO goals using the SEO goal pyramid.

SEO goals are 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.

Why are SEO goals important?

SEO goals are important because they bring focus and clarity to your strategy by providing a clear target. If you don’t have SEO goals, you’re shooting in the dark. That’s never a good idea because you’re unlikely to achieve something unless you aim for it.

Marketers often make the mistake of setting arbitrary SEO goals like “get more traffic.”

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 there?

To help solve this problem, we created the SEO goal pyramid:

Here’s how to use it:

  1. Create an outcome goal. This is the thing you want to achieve and the timeframe you want to achieve it in. Think of it as the tournament you’re trying to win.
  2. Break the outcome goal down into performance goals. These are smaller goals that each contribute…

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