SEO
Creating SMART SEO Goals For Your Enterprise Business
A goal is only as useful as the thoughtfulness of creating it.
Like many overused marketing terms and cliches, a “goal” can become an overbearing or meaningless word or purposeless objective.
Employers may hand them down without fully understanding the feasibility of accomplishment. Employees may feel pressured to meet assigned goals, realistic or unrealistic, without a plan for how to reach them.
In particular, marketing leadership often overlook SEO goals if they assume organic is a cost-free acquisition channel that will automatically work for them behind the scenes.
Those who’ve worked in SEO for even a short time know that’s not how it works.
Especially in enterprise organizations.
While it can be challenging to determine the full impact of one’s SEO efforts, there are multiple KPIs and productive methods of tracking the effect of optimizations.
The most useful method of creating meaningful goals is applying the SMART framework to your KPIs.
You can apply the SMART framework to any goal, company, or business. But for SEO, there are particular considerations to include in your goal-building process.
And by layering SEO throughout this process, you’ll find goals that accurately reflect the impact of your SEO efforts and demonstrate you can deliver what you promised.
What Is A SMART Goal?
SMART stands for Specific, Measurable, Actionable, Realistic (or Relevant), and Timely (or Time-bound).
When creating any goal, ensure that those five dimensions apply to your goal.
As part of the goal-setting process, ask yourself each of these questions:
- What specifically is it that you plan to measure?
- Do you have a way to measure the KPI?
- Can you make an actionable impact on this KPI?
- Is the specific item you’re aiming to improve realistically changing based on your actions? Is it relevant to your company objectives?
- In what timeframe do you estimate showing your efforts’ impact on the KPI?
Go through these and only proceed to the next question if you can determine a reasonable answer to each.
Once you’ve answered each question, transform your findings into a definitive statement. And there you have it.
Applying The SMART Goals Process To SEO
The five principles of SMART can be applied to any business, company, or client.
But when creating SMART goals specifically for SEO, here’s how you should think about applying each to your goal-building process.
Specific
The purpose of SMART goals is to demonstrate the impact of specific marketing efforts, or in this case, your search and site optimizations.
Ultimately, you want to prove that your optimizations increased your business’ or client’s objectives and goals
Therefore, start the set-up of each SMART goal by choosing one particular KPI.
Limiting each goal to one KPI helps ensure the accuracy of the remaining four qualifications of SMART.
When picking a KPI for SEO, start by checking if you can tie your SEO KPIs into broader business goals and objectives.
That way, you can demonstrate how your search optimizations support your company or client’s marketing conversion funnel.
Within the funnel, these KPIs often start with total impressions on the SERP (Search Engine Results Page)and end with sales, purchases, or other financial transactions.
SEO KPIs Across The Marketing Funnel
Top Of Marketing Funnel (Awareness)
- Total impressions.
- Page 1 search volume.
- Clicks from search engines.
- CTR from search engines.
- Users from search.
- Pageviews from search.
- On-page conversions from search traffic.
- Earnings from search traffic.
Bottom Of Marketing Funnel (Conversion)
You may be inclined to rely on other SEO metrics such as specific results types, including Answer Boxes (also known as Featured Snippets), or People Also Ask placements.
However, there are two reasons to avoid those types of metrics.
They can drastically fluctuate in unrelated ways to your efforts, and more importantly, they don’t directly tie to the bigger picture business goals of traffic and conversions.
In contrast, Page 1 placements represent the number of times your content shows up on Page 1 of the SERP. There’s less than a 2.5% chance of a click if your content is not on Page 1.
So your presence on Page 1 is a huge indicator of the organic traffic you may be able to drive.
Similarly, conversions and earnings from search are particularly powerful KPIs to include in your goals as they help prove SEO and Content Marketing ROI, both critical determinants of marketing success.
Overall, it’s essential to ensure that our goals are crystal-clear and connected to our business objectives so everyone from the boardroom to the marketing department understands what success looks like.
Measurable
Fortunately, most SEO metrics are easy enough to track, as long as you have the right platforms, tools, and/or software set up to ingest your data:
- Website analytics, traffic, and acquisition sources can be tracked through tools such as Google Analytics, Adobe Analytics, or other tracking software.
- Search engines let you track your visibility, rank, and clicks of keywords that show your website through tools such as Google Search Console and Bing Webmaster Tools.
- Platforms such as BridgeEdge, Conductor, and Semrush capture your keyword rankings, rank changes, keyword MSV, result types, and so on for keywords you’ve tracked and those you research. Some have integrations that allow you to ingest your website’s data and crawl it.
- Site crawling can also happen with separate tools like ContentKing and DeepCrawl that track technical SEO components, such as title tags, meta descriptions, and alt tags, flag site errors, monitor Core Web Vitals like site speed, and more.
Before adding any of the metrics from these sources, you’ll need to establish a benchmark for it.
Timing and reporting will be discussed in greater detail when we get to the T in SMART, but essentially, your goal needs a comparison between two different points in time.
To compare data effectively, you’ll have to establish the baseline for the previous month, if not the year.
Unfortunately, it can be especially difficult to prove certain changes resulted in specific measurable metrics for SEO. And that needs to be expressed clearly when constructing and explaining your goals.
However, using segments to track specific pages you’ve updated and keywords for which you’re trying to optimize will help demonstrate whether results improved after your optimizations.
And by trying to ensure that you (or your content or web team) make your optimizations as close together as possible, you’ll have an easier time tracking changes over time.
Attainable And Achievable
There are many achievable and actionable ways to impact organic search performance.
SEO initiatives include keyword research, competitive analysis, site auditing, data analysis, resulting in optimization recommendations for new content, existing content, and technical fixes that improve the conversion funnel.
And hopefully, helps you beat out your competitors.
But not all SEO efforts can be tracked or clearly measured. Some challenges include not knowing the following:
- When Google crawls a new web page or recrawls an optimized one.
- When the SERP is updated to show optimized content.
- If the content is still relevant to consumers at that time to encourage clicks.
- If anything breaks on your site that causes errors or hurts rank or Core Web Vitals.
That last one represents why site health, internal/external linking, or other technical SEO metrics aren’t recommended for SMART Goals. There are just too many variables that you can’t control.
But by constructing your SMART Goals in a way that follows the conversion funnel, you can see the full picture that should more clearly highlight trends in organic success.
If any part of the funnel fluctuates unexpectedly, that may help flag external issues negatively impacting your success.
Plus, as long as you plan out your optimizations in advance, you can align your monthly goals to the level of impact you plan to have.
As long as you make those updates, you can get a sense of what you can achieve a month after each round of updates goes live.
Even if you don’t have SMART Goals for all parts of the funnel, tracking them will still help you better understand the role of organic at each stage and help you evolve your goals.
Realistic
Achievable also means realistic. Regardless of leadership expectations or the desire to set aggressive goals, you need to set reasonable expectations.
An up-and-coming company or one with very low SEO maturity may be able to set steep goals, at least initially, if they plan to implement improvements to the basic tenets and foundations of SEO.
A company already has a fairly high level of SEO maturity if they’ve optimized technical components, they are monitored frequently, and content is optimized regularly. It may only grow 7%–12% in metrics like organic traffic year over year.
So company context is key.
Before choosing specific metrics and estimating the improvement you’ll make, ask yourself:
- Can you realistically make headway on the keywords that you’re going after?
- Is there actual interest in the pages you’re trying to optimize?
- Will your optimizations actually go live?
- Do you have the resources to do the necessary SEO research and publish changes?
- Do you have the reporting set up to measure your KPI?
- Does the expected impact you intend to have on SEO match the SEO maturity level of the company or client you’re optimizing for?
Any one of these should be considered blockers when creating a SMART Goal.
Some versions of SMART use Relevant as the R.
But incorporating specific KPIs from within the conversion funnel that aligns with broader business objectives and goals – all of which are already built into this process – will ensure relevancy.
Time-bound And Timelined
Results should be demonstrable within an allotted time frame.
Establish a timeline with start and end dates to track when you expect to see your desired results based on when you begin your work.
This drives you to accomplish your goals in a set period and proactively manages leader and colleague expectations if someone asks you to speed up your efforts or asks why you haven’t achieved any of your goals sooner.
The actual optimizations you’ll want to measure, whether they are content or technical, can often be counted as soon as they go live, especially when SEO experts have direct access to edit their website.
But to adequately measure the impact of SEO efforts and prove effectiveness, either content or technical, you generally have to wait at least a month to begin measuring meaningful results.
Their impact could be visible as soon as the search engine crawls the page where the change happened.
But their impact needs at least a month to account for delays in crawling, for the change to reflect in the SERP, and for users to start engaging with content.
Especially if you have a site that is crawled less often, it may take Google an extended amount of time before it recrawls your site, allowing it to recognize the change.
Considerations Of SEO SMART Goals
Once you have considered all five of these components, carefully consider how they apply to the work you do regularly.
If you don’t find that your projects allow you to establish such goals, then perhaps it’s time to rethink your efforts or connect with your manager on expectations, available resources, and tracking options.
Framework For Creating SMART SEO Goals
To start building your own SMART goals for SEO, apply this process to each:
- Pick any of the KPIs. One at a time.
- Ensure that it aligns with broader business goals.
- Review all SMART concepts and confirm you can apply the principle to your work using the following matrix.
SEO SMART Goals Matrix
Examples Of SEO SMART Goals
Based on this framework, you might create SEO SMART goals such as:
- Move 20 optimized pages currently on Page 2 to Page 1 between 2022 Q2 and 2022 Q3.
- Increase clicks from Google by 6% MoM (May to June 2022).
- Increase organic traffic to your website by +10% by August 2022.
- Maintain a base of 20,000 organic visitors per week.
- Increase organic traffic to optimized pages by +16% within two months of the optimizations (July 2022).
- Increase organic downloads by 7% per page between new content published in ‘22 1H and new content published in 2022 2H.
- Increase revenue by 5% from organic sources for the next three months (June–Aug 2022).
Customizing Your SMART Goals For SEO
While you could adapt any of these goals to suit your SEO objectives and for any business, you’ll still have to consider the customizations needed.
When working on the R part of your SMART Goals, make sure you align the percentage increase with the extent of the effort you’ll be able to actualize.
Base the increases on original levels of impressions, organic users, and conversions per optimized page and total MSV and original placement of keywords.
If you have time, test out the impact of your optimizations for one or two months to determine the type of lift you see and aim to replicate that moving forward.
Regardless of customizations, ensure that your process follows the central tenants of SMART, as summarized in this infographic:
-
Image created by author, May 2022
Challenges When Creating SEO SMART Goals
In some cases, you may need to broaden your goal to get it approved.
While you may not have a choice in the matter, inform leadership that the numbers you estimate are based on the impact you believe you will have on the pages and keywords you are optimizing for.
Certain technical improvements, structural and speed enhancements, and optimizations on components that impact more of the site (headers, footers, pages with multiple incoming and outgoing links, etc.) may help overall findability.
But they are fairly difficult to attribute to specific actions and are especially challenging to report on.
Stick to reporting on your more trackable efforts.
Conclusion
Building goals is a challenging process.
It’s a serious task that takes careful consideration, team collaboration, and, most notably, the ability to deliver what you proposed is necessary to reach the goals.
And just because you create a goal using the SMART process doesn’t mean you’ll always be able to meet it, let alone surpass it.
But the SMART framework – when applied conscientiously, accurately, and honestly – will ultimately help you help yourself.
It will support your ability to prove your value when implementing SEO and demonstrate how both you and your endeavors benefit your company and its goals.
Featured Image: Natee K Jindakum/Shutterstock
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SEO
WordPress Insiders Discuss WordPress Stagnation
![WordPress Insiders Discuss WordPress Stagnation WordPress Insiders Discuss WordPress Stagnation](https://articles.entireweb.com/wp-content/uploads/2024/08/WordPress-Insiders-Discuss-WordPress-Stagnation.jpg)
A recent webinar featuring WordPress executives from Automattic and Elementor, along with developers and Joost de Valk, discussed the stagnation in WordPress growth, exploring the causes and potential solutions.
Stagnation Was The Webinar Topic
The webinar, “Is WordPress’ Market share Declining? And What Should Product Businesses Do About it?” was a frank discussion about what can be done to increase the market share of new users that are choosing a web publishing platform.
Yet something that came up is that there are some areas that WordPress is doing exceptionally well so it’s not all doom and gloom. As will be seen later on, the fact that the WordPress core isn’t progressing in terms of specific technological adoption isn’t necessarily a sign that WordPress is falling behind, it’s actually a feature.
Yet there is a stagnation as mentioned at the 17:07 minute mark:
“…Basically you’re saying it’s not necessarily declining, but it’s not increasing and the energy is lagging. “
The response to the above statement acknowledged that while there are areas of growth like in the education and government sectors, the rest was “up for grabs.”
Joost de Valk spoke directly and unambiguously acknowledged the stagnation at the 18:09 minute mark:
“I agree with Noel. I think it’s stagnant.”
That said, Joost also saw opportunities with ecommerce, with the performance of WooCommerce. WooCommerce, by the way, outperformed WordPress as a whole with a 6.80% year over year growth rate, so there’s a good reason that Joost was optimistic of the ecommerce sector.
A general sense that WordPress was entering a stall however was not in dispute, as shown in remarks at the 31:45 minute mark:
“… the WordPress product market share is not decreasing, but it is stagnating…”
Facing Reality Is Productive
Humans have two ways to deal with a problem:
- Acknowledge the problem and seek solutions
- Pretend it’s not there and proceed as if everything is okay
WordPress is a publishing platform that’s loved around the world and has literally created countless jobs, careers, powered online commerce as well as helped establish new industries in developing applications that extend WordPress.
Many people have a stake in WordPress’ continued survival so any talk about WordPress entering a stall and descent phase like an airplane that reached the maximum altitude is frightening and some people would prefer to shout it down to make it go away.
Acknowledging facts and not brushing them aside is what this webinar achieved as a step toward identifying solutions. Everyone in the discussion has a stake in the continued growth of WordPress and their goal was to put it out there for the community to also get involved.
The live webinar featured:
- Miriam Schwab, Elementor’s Head of WP Relations
- Rich Tabor, Automattic Product Manager
- Joost de Valk, founder of Yoast SEO
- Co-hosts Matt Cromwell and Amber Hinds, both members of the WordPress developer community moderated the discussion.
WordPress Market Share Stagnation
The webinar acknowledged that WordPress market share, the percentage of websites online that use WordPress, was stagnating. Stagnation is a state at which something is neither moving forward nor backwards, it is simply stuck at an in between point. And that’s what was openly acknowledged and the main point of the discussion was understanding the reasons why and what could be done about it.
Statistics gathered by the HTTPArchive and published on Joost de Valk’s blog show that WordPress experienced a year over year growth of 1.85%, having spent the year growing and contracting its market share. For example, over the latest month over month period the market share dropped by -0.28%.
Crowing about the WordPress 1.85% growth rate as evidence that everything is fine is to ignore that a large percentage of new businesses and websites coming online are increasingly going to other platforms, with year over year growth rates of other platforms outpacing the rate of growth of WordPress.
Out of the top 10 Content Management Systems, only six experienced year over year (YoY) growth.
CMS YoY Growth
- Webflow: 25.00%
- Shopify: 15.61%
- Wix: 10.71%
- Squarespace: 9.04%
- Duda: 8.89%
- WordPress: 1.85%
Why Stagnation Is A Problem
An important point made in the webinar is that stagnation can have a negative trickle-down effect on the business ecosystem by reducing growth opportunities and customer acquisition. If fewer of the new businesses coming online are opting in for WordPress are clients that will never come looking for a theme, plugin, development or SEO service.
It was noted at the 4:18 minute mark by Joost de Valk:
“…when you’re investing and when you’re building a product in the WordPress space, the market share or whether WordPress is growing or not has a deep impact on how easy it is to well to get people to, to buy the software that you want to sell them.”
Perception Of Innovation
One of the potential reasons for the struggle to achieve significant growth is the perception of a lack of innovation, pointed out at the 16:51 minute mark that there’s still no integration with popular technologies like Next JS, an open-source web development platform that is optimized for fast rollout of scalable and search-friendly websites.
It was observed at the 16:51 minute mark:
“…and still today we have no integration with next JS or anything like that…”
Someone else agreed but also expressed at the 41:52 minute mark, that the lack of innovation in the WordPress core can also be seen as a deliberate effort to make WordPress extensible so that if users find a gap a developer can step in and make a plugin to make WordPress be whatever users and developers want it to be.
“It’s not trying to be everything for everyone because it’s extensible. So if WordPress has a… let’s say a weakness for a particular segment or could be doing better in some way. Then you can come along and develop a plug in for it and that is one of the beautiful things about WordPress.”
Is Improved Marketing A Solution
One of the things that was identified as an area of improvement is marketing. They didn’t say it would solve all problems. It was simply noted that competitors are actively advertising and promoting but WordPress is by comparison not really proactively there. I think to extend that idea, which wasn’t expressed in the webinar, is to consider that if WordPress isn’t out there putting out a positive marketing message then the only thing consumers might be exposed to is the daily news of another vulnerability.
Someone commented in the 16:21 minute mark:
“I’m missing the excitement of WordPress and I’m not feeling that in the market. …I think a lot of that is around the product marketing and how we repackage WordPress for certain verticals because this one-size-fits-all means that in every single vertical we’re being displaced by campaigns that have paid or, you know, have received a a certain amount of funding and can go after us, right?”
This idea of marketing being a shortcoming of WordPress was raised earlier in the webinar at the 18:27 minute mark where it was acknowledged that growth was in some respects driven by the WordPress ecosystem with associated products like Elementor driving the growth in adoption of WordPress by new businesses.
They said:
“…the only logical conclusion is that the fact that marketing of WordPress itself is has actually always been a pain point, is now starting to actually hurt us.”
Future Of WordPress
This webinar is important because it features the voices of people who are actively involved at every level of WordPress, from development, marketing, accessibility, WordPress security, to plugin development. These are insiders with a deep interest in the continued evolution of WordPress as a viable platform for getting online.
The fact that they’re talking about the stagnation of WordPress should be of concern to everybody and that they are talking about solutions shows that the WordPress community is not in denial but is directly confronting situations, which is how a thriving ecosystem should be responding.
Watch the webinar:
Is WordPress’ Market share Declining? And What Should Product Businesses Do About it?
Featured Image by Shutterstock/Krakenimages.com
SEO
Google’s New Support For AVIF Images May Boost SEO
![Google's New Support For AVIF Images May Boost SEO Google's New Support For AVIF Images May Boost SEO](https://articles.entireweb.com/wp-content/uploads/2024/08/Googles-New-Support-For-AVIF-Images-May-Boost-SEO.jpg)
Google announced that images in the AVIF file format will now be eligible to be shown in Google Search and Google Images, including all platforms that surface Google Search data. AVIF will dramatically lower image sizes and improve Core Web Vitals scores, particularly Largest Contentful Paint.
How AVIF Can Improve SEO
Getting pages crawled and indexed are the first step of effective SEO. Anything that lowers file size and speeds up web page rendering will help search crawlers get to the content faster and improve the amount of pages crawled.
Google’s crawl budget documentation recommends increasing the speeds of page loading and rendering as a way to avoid receiving “Hostload exceeded” warnings.
It also says that faster loading times enables Googlebot to crawl more pages:
Improve your site’s crawl efficiency
Increase your page loading speed
Google’s crawling is limited by bandwidth, time, and availability of Googlebot instances. If your server responds to requests quicker, we might be able to crawl more pages on your site.
What Is AVIF?
AVIF (AVI Image File Format) is a next generation open source image file format that combines the best of JPEG, PNG, and GIF image file formats but in a more compressed format for smaller image files (by 50% for JPEG format).
AVIF supports transparency like PNG and photographic images like JPEG does but does but with a higher level of dynamic range, deeper blacks, and better compression (meaning smaller file sizes). AVIF even supports animation like GIF does.
AVIF Versus WebP
AVIF is generally a better file format than WebP in terms of smaller files size (compression) and image quality. WebP is better for lossless images, where maintaining high quality regardless of file size is more important. But for everyday web usage, AVIF is the better choice.
See also: 12 Important Image SEO Tips You Need To Know
Is AVIF Supported?
AVIF is currently supported by Chrome, Edge, Firefox, Opera, and Safari browsers. Not all content management systems support AVIF. However, both WordPress and Joomla support AVIF. In terms of CDN, Cloudflare also already supports AVIF.
I couldn’t at this time ascertain whether Bing supports AVIF files and will update this article once I find out.
Current website usage of AVIF stands at 0.2% but now that it’s available to surfaced in Google Search, expect that percentage to grow. AVIF images will probably become a standard image format because of its high compression will help sites perform far better than they currently do with JPEG and PNG formats.
Research conducted in July 2024 by Joost de Valk (founder of Yoast, ) discovered that social media platforms don’t all support AVIF files. He found that LinkedIn, Mastodon, Slack, and Twitter/X do not currently support AVIF but that Facebook, Pinterest, Threads and WhatsApp do support it.
AVIF Images Are Automatically Indexable By Google
According to Google’s announcement there is nothing special that needs to be done to make AVIF image files indexable.
“Over the recent years, AVIF has become one of the most commonly used image formats on the web. We’re happy to announce that AVIF is now a supported file type in Google Search, for Google Images as well as any place that uses images in Google Search. You don’t need to do anything special to have your AVIF files indexed by Google.”
Read Google’s announcement:
Supporting AVIF in Google Search
Featured Image by Shutterstock/Cast Of Thousands
SEO
CMOs Called Out For Reliance On AI Content For SEO
![CMOs Called Out For Reliance On AI Content For SEO CMOs Called Out For Reliance On AI Content For SEO](https://articles.entireweb.com/wp-content/uploads/2024/08/CMOs-Called-Out-For-Reliance-On-AI-Content-For-SEO.jpg)
Eli Schwartz, Author of Product-Led SEO, started a discussion on LinkedIn about there being too many CMOs (Chief Marketing Officers) who believe that AI written content is an SEO strategy. He predicted that there will be reckoning on the way after their strategies end in failure.
This is what Eli had to say:
“Too many CMOs think that AI-written content is an SEO strategy that will replace actual SEO.
This mistake is going to lead to an explosion in demand for SEO strategists to help them fix their traffic when they find out they might have been wrong.”
Everyone in the discussion, which received 54 comments, strongly agreed with Eli, except for one guy.
What Is Google’s Policy On AI Generated Content?
Google’s policy hasn’t changed although they did update their guidance and spam policies on March 5, 2024 at the same time as the rollout of the March 2024 Core Algorithm Update. Many publishers who used AI to create content subsequently reported losing rankings.
Yet it’s not said that using AI is enough to merit poor rankings, it’s content that is created for ranking purposes.
Google wrote these guidelines specifically for autogenerated content, including AI generated content (Wayback machine copy dated March 6, 2024)
“Our long-standing spam policy has been that use of automation, including generative AI, is spam if the primary purpose is manipulating ranking in Search results. The updated policy is in the same spirit of our previous policy and based on the same principle. It’s been expanded to account for more sophisticated scaled content creation methods where it isn’t always clear whether low quality content was created purely through automation.
Our new policy is meant to help people focus more clearly on the idea that producing content at scale is abusive if done for the purpose of manipulating search rankings and that this applies whether automation or humans are involved.”
Many in Eli’s discussion were in agreement that reliance on AI by some organizations may come to haunt them, except for that one guy in the discussion
Read the discussion on LinkedIn:
Too many CMOs think that AI-written content is an SEO strategy that will replace actual SEO
Featured Image by Shutterstock/Cast Of Thousands
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