04 Nov SEO Experts Share Their Primary Goals in Delivering Results
When you are working on a project at work, of course you would want to deliver results. Good results, that is. However, as an online marketing professional, do you have a primary goal? When you are delivering results, it’s imperative to have that one goal in mind.
This list shares what online marketers have in mind when they are working on a project. What do they want to achieve and what are their end goals? Read on to know what they are! Do you have similar goals as well?
That should depend on the business owner, really. It’s understandable that most businesses would focus on bottom-line; lead generation.But sometimes, business owners want to just get their brand out there (brand awareness) or have a better relationship with their customers to keep them (customer retention and reputation management). It really depends on what they want to happen. On a personal level, I just want my clients smiling because of the amount of opportunities I’ve helped create for them.I’d also want them to know how and why we do the things we do with social media marketing. It’s what I call my crusade.
2. As CEO of Globe Runner, Eric goes above and beyond in order to achieve quantifiable results for clients. Founded in 2009 during a devastating economic slump, Globe Runner is one of the fastest-growing online marketing companies in Texas, and now employs a team of twenty elite individuals.
Beyond direct results, Eric pushes the boundaries when it comes to what a business can achieve in the public sphere. He’s a firm believer in conscious capitalism, and works to ensure that anyone in association with Globe Runner gains from that relationship – whether it’s a client, an employee or a vendor.
Generating more leads or sales is always our number one priority. With that in mind, we don't limit ourselves to increasing traffic we also leverage testing to improve conversions.
3. Kent Lewis is President and Founder of Anvil, a consultancy specializing in measurable marketing that moves businesses forward. Under his leadership, Anvil has been recognized as an Inc. 5000 fastest growing private company as well as most admired, most philanthropic and a fastest growing company by and Portland Business Journal.
Lewis’s industry recognition and awards include Portland Business Journal’s Top 40 Under 40, Top 25 Most Influential Pay-per-Click Experts and American Marketing Association Marketer of the Year.
He is co-founder of a variety of organizations, including career community pdxMindShare, eROI and SEMpdx, a Portland-area professional trade association for search marketers.
When it comes to delivering results, my primary goal (which maps to my clients’ goal) is to drive revenue, whether it by via online leads or sales.We build campaigns with conversion optimization in mind, and manage towards a target we set with our clients.
7. Alex Johnson is the founder of ThinkTraffic.co.uk, a UK based SEO and online PR agency who specialize in working with small businesses. Alex loves helping small businesses to get started online, he is also an expert in traffic generation and conversion rate optimization and loves every aspect of online business.
8. Danny Cave is a data driven digital marketing and Web analytics expert and leader.
Having spoken at events across the UK and USA on topics of data driven SEO, data journalism and growth marketing he is a proponent of holistic digital marketing, innovation in SEO and high growth marketing. You can read his blog growthbydata.com or follow his tweets at @dancave.
Right now I work in a high growth VC funded Software as a service (Saas) company who provide data to fortune 500 companies and free users alike.In the startup tech world, your goals can be slightly different depending on what stage you are at.
Last year while we were in the seed phase, proving the market and driving a story around traction with users, it was all about driving massive growth in user numbers via SEO, Best Digital Marketers and paid media.
Now we are moving into our next phase where revenue is more important, we use a different mix of metrics/goals.Within sales and marketing we use four main marketing goals which drive all the others: Visitors to Site, Signups, Raw Sales Leads (MQL) and Sales Qualified Leads (SQL).
It’ a nice mix of leading and lagging metrics which gives me a mix of instant and slightly longer term feedback on how we are doing.
Specifically SEO feeds up into these numbers directly, andgood metrics to measure are Organic search visitors who become users, to whom we can market via their email address and in app messages.
I always ask my clients what their business goals and key performance indicators are and then I focus on that. Let's say that their primary goal is to have more leads on their website, I'll make sure that I will be able to meet their expectations.
In the projects that I produce now our main goal is changing the world for the better.So even though I still think about things like organic performance, and still do a lot of analysis, if I don't see that the project is having any impact on the outside world…or the non-digital world then it is not working.
13. Logan Lenz is a serial entrepreneur that innovates within the music and web industries. His first company is called Endagon Enterprises, which is a full-service web agency that also builds its own web properties.
He also owns and operates a humor t-shirt website called Iced Tees and have helped to start a handful of other businesses.
14. Gary Andrew Lacanilao is an Online Marketing, Lead Generation, and Marketing Development Consultant, a Former Co-Founder of Maxweb, Inc. and Clever Outsourcing, with nine strong years of experience.
Gary spent years in White/Private Label industry and worked with over 3000 online marketing, advertising, cloud computing, MLM, web design, hosting, and business agencies.
He has been working in various digital roles across Europe since 2007, working for B2B, B2C, in-house and digital agencies. He has expertise in SEO, social and digital change management and is passionate about web analytics.
16. Pashmina Lalchandani is the founder of Flow Simple, a Google Adwords Certified Partner and paid search services company. She is a pioneer in the online marketing space with over 10 years of experience.
Passionate, strategic and straightforward, Pashmina has grown dozens of companies from small startups to mature companies through paid advertising.
Flow Simple has worked with 80+ companies including startups such as Tuckernuck (a 500 startups graduate), Wanderable, and Voxy to grow their revenue through paid search.
My primary marketing goal is almost always increased leads or sales at the lowest possible cost per acquisition (CPA). Month to month and year over year, I strive to deliver better results for our clients.
My primary goal is to make sure that my customer makes more money than I do. Customers often come to me and want to pay me for ranking higher on 3 specific keywords.But when I ask them if they can make money on those keywords, they often don’t know. So my goal is to find hundreds of keywords that are valuable for the site, and create more traffic to the right pages on those keywords.
18. Greg Strandberg is a professional writer. He has more than 50 books selling on Amazon. Strandberg bills himself as a content curator.His “Midweek Content Roundup” posts on his website Big Sky Words collect the best SEO, social media marketing, and content marketing news from each week for you.
My main goal is to inform and influence my audience, typically through my writing.
It’s all about calculating and achieving ROI. For PPC, this is very straightforward – you work out your cost per acquisition and the value of a sale to establish your margin.Figuring out ROI in SEO is a lot harder, and in many cases trial and error.There are many things you have to consider: keyword traffic, competition and commercial value, and the competitor landscape, amongst other things.
Most of my experience is in lead generation for long sales cycle products or services. My job is to get contact info for the salespeople to follow up with, and to put a positive impression in the mind of the prospect to influence either short term or long term purchases.I’ve also worked on Ecommerce sites where we are trying to generate sales.
21. David Vallance is a writer who fell into digital marketing after he got bored brewing, tasting and writing about beer.
He marries a pragmatic approach to link building with a focus on genuinely valuable content to drive long term growth for online businesses.
David joined the newly rebranded agency Digital Impact in 2014 and set about defining a brand voice and iconic content style across its various platforms.
Today he balances an intensive internal marketing strategy with a number of client campaigns.
He has had articles featured on SEOmoz, Search Engine People and is a regular contributor to TechWyse.
Our clients come in with all age old demand of digital marketing: they want to be ranked number one for their main keyword.Our first job is to do some digging and discover what it is they really want. Is it improving brand recognition? Is it driving conversions? Is it enticing users to sign up?
That means our primary marketing goal has to be pretty flexible, but we always match it up to what is most beneficial to our clients.That said, it usually comes down to cold hard cash. How many users are you attracting to the site and how many of them are converting into customers?
Chris has been with the company since March of 2002 and has over 20 years’ experience in marketing, sales and communications.
Over the years at WebRanking, Chris’ role has evolved to include overseeing the SEO strategy for a majority of WebRanking’s accounts, along with providing content strategy, social media consulting and social media paid advertising for their clientele.
Each client is unique, which means their goals are also unique. For some clients, it’s a simple as driving traffic that converts into leads or sales, for others it could be newsletter sign-ups, product sample requests or ticket sales.
This is why it is important to set clear goals with your clients from the very start, particularly during the sales and on boarding process.Understanding the value of each goal, while also identifying secondary goals that contribute to their overall success is key.
Assisted conversions are also something we like to focus on. Not every visitor is going to convert the first time they come to your website.The key is to be memorable, be easy to find through search and social and to create multiple touch points during the “research and buying” process.This ensures that when the visitor is finally ready to “convert” our clients are positioned as not only the best choice, but one that is familiar and easy to find.
Gravity’s clients include Fortune 500 companies, entertainment, B2B, e-commerce, and non-profit. Couzin and Grappone co-wrote Search Engine Optimization: An Hour a Day (Wiley, 2006, 2008, 2011) and Five Stars: Putting Online Reviews to Work for Your Business (Wiley, 2014).Gradiva lives and works in the SF Bay Area and enjoys eating KitKats
Different clients have different needs and goals, so the first priority is understanding what the client wants to accomplish, and figuring out what opportunity really exists for them.Usually the goal is to bring in more revenue or more and better leads, but sometimes we have a reputation-oriented goal.As a boutique firm, we are able to be selective about the clients we work with. We only take on projects where we believe that we can bring about a great value for the client.
24. Colin Cheng is the Senior Marketing Manager at MintTwist – a full-service digital agency in London. Colin works on several digital marketing projects from local search campaigns for boutique businesses to international campaigns for multi-national brands.
He has worked in digital marketing since leaving university but has been building websites and running blogs since he was 11. Colin’s main digital marketing interests are SEO, digital advertising, analytics and content creation.
We have also seen a lot of clients looking for consultancy and knowledge transfer for their internal teams so we also provide training, workshops and onsite support.This year we launched a set of masterclass workshops with City University London all about digital marketing which the agency is really excited about.
The primary goal is always providing a positive ROI to our clients for the investment in our services. When it comes down to it, links don’t matter, content doesn’t matter, rankings don’t matter. What they need to see is a positive ROI for their spend and then we’ve done our job.
It has to be the ultimate goal of the client or the company you’re working for, which the majority of the time will be either sales or leads.From my past experience, it’s also crucial to fully educate clients about SEO so that they don’t get tied up with performance indicators such as rankings and vanity metrics; help them see the bigger picture and you’ll always be rewarded for it.
It depends on the clients. Some clients just want to increase organic traffic while others need to increase profits and sales.So there is no one marketing goal while doing SEO, although, generically, one could say that the main objective of any SEO campaign would be to increase qualified traffic to a site or online property.
Bernadette is an industry expert and skilled in local search optimization and local search engine marketing.
Her digital technology company and local search agency are one of the fastest growing Companies in the U.S. by Inc. 500 for 2012, 2013 and again in 2014.
I want to deliver what the client wants, whether it’s leads, traffic, sales, and my goal is to give the client a great ROI on their local search budget.Today, with 50% of all mobile searches are conducted in hopes of finding local results, and 61% of those searches result in a purchase. So it’s important that our clients are poised perfectly to take advantage of these statistics and deliver.
29. Michael Cottam is an independent SEO consultant based in Portland, Oregon. He’s also the founder of Visual Itineraries, a service for travel agents to help show a destination, hotels, sights, etc. to a client.
He’s also a Moz Associate, helping with questions in Moz Q&A and contributing posts to the main Moz blog.
In his free time, he enjoys motorcycles (racing, touring, and watching MotoGP), scuba diving, traveling, and photography
It’s really conversions to sales. Everything else, from rankings, to traffic, to bounce rates–these are all factors in the overall equation. But the real measurement that matters is whether your web marketing brought you customers
The goals keep varying depending on which SEO phase we have reached for a particular website.Initially for a new website our primary goal is that the website gets regularly crawled, indexed and gets correlated correctly to the relevant content and search queries.This can be easily monitored via the Google/Bing Webmaster Tools (now called the Search console).
My primary goal is to make the company money.I want to test and iterate fast, double down on the things that are working and give up on those that aren’t, and keep a close eye on the numbers to know which efforts are driving revenue as opposed to just traffic.
Having worked for many years for Yell Group, provider of Yellow Pages in the UK, he set up Aqueous in 2010.
He has an MBA from Henley Management School, has been a Chartered Marketer for the past decade and is a Certified Adwords professional.
Jonathan is also a public speaker on SEO and Digital Marketing and regularly lectures and trains on all aspects of Digital Marketing.
His specialty is helping businesses identify clear marketing strategies that deliver results.
33. Peter Attia is the Director of Content and Search at Modernize and has been in the online marketing world for over a decade.
He’s been a founding member of multiple multimillion dollar businesses and has worked closely with multiple Fortune 100 companies.
She has more than 10 years experience in the digital marketing and software development industry.
Carla is originally from San Diego, California but lives in Argentina as an Expat.
Lead Generation is our focus.
It really depends on the client. While sending tons of additional Organic traffic to a site is great, the real win comes when that new traffic converts.Whether that conversion is purchasing a product, joining an email list, requesting information, etc. it is all dependent on the client’s goals.Most businesses run on money, so in most cases, a true success is when you can start to make more money for that business based on the traffic you drive from search engines.
Paid Search professional with more than a decade experience running results-driven SEM campaigns, achieving aggressive CPA/CPLs in Pharma, Financial Services, Tech, Consumer/Retail, Restaurant, and Hotel verticals.
• Audited or managed more than 100 accounts.
• Certified in Google AdWords (5pecialist – every exam), Google Analytics, Bing AdCenter, MarketMotive (Conversion Optimization), and MECLABS (Value Proposition).
• Proven track record of managing accounts and maintaining strong client relationships.
• Able to leverage new technology and approaches to enhance campaigns and strengthen brands.
• Manage and train support teams in digital marketing and optimization.
• Experience in Social Media, SEO, Landing Page testing, Content Marketing, Display, and Email Marketing. (from LinkedIn)
With PPC, we’re investing budget in keywords and clicks, so we have to see a strong ROI, otherwise the investment isn’t worth it.For e-commerce clients we want to see an increase in revenue many times more than the media spend. For lead gen clients we want to increase lead volume at a lower cost per lead.Ultimately we are always looking to scale along the way, to increase the investment or become more efficient for even greater returns.
37. Adam J Thompson has 10 years of experience in digital marketing and internet business, having owned several online business ventures and worked with clients from a variety of industries across the globe.
Adam founded RYP Marketing in 2006 with the goal of providing highly effective online marketing services to small and medium sized companies.
Today he plays an active role in running the company, with a special focus on SEO strategy and helping clients increase website conversion rates.
Adam specializes in the following areas:
– Search Engine Optimization
– Conversion Rate Optimization
– Web Analytics
Adam’s articles and tutorials have been published by Search Engine Journal, SEOmoz, Blogging Tips, and others. (from: Linkedin)
The ultimate goal is usually to reach new customers. There is a long line of goals that have to be achieved to meet the ultimate goal, though. To reach new customers, we need to increase traffic.To increase traffic, we need to build rankings. To build rankings, we need to build a brand and create and promote stand out content (I could keep going).So at the high level we always measure success by how well we reach new customers, but there are dozens of sub-goals we have to meet to achieve that ultimate goal
Since 2001, Matthew has helped hundreds of companies grow through a process of analyzing, optimizing, and improving their websites, search presence, and other marketing efforts.
Using a strong analytical framework, Matthew helps clients integrate all aspects of their marketing efforts to better connect with customers and users, resulting in significant business growth.
You can connect with Matthew on Twitter @MatthewEdgarCO.
As well, there is a lot of confusion around what makes for “good” SEO and confusion around how SEO should work alongside other types of marketing.Given that, part of my job is helping to educate clients about how search marketing works and what the best ways to utilize search marketing are to achieve their goals.
39. Eric Pratum is a digital strategist with a background in analytics, SEO, digital media, and nonprofits.
For the last five years, he’s focused specifically on nonprofit fundraising – having launched websites, CRO campaigns, and digital media programs that have generated returns often unseen in this space.
Prior to that, Eric managed eCommerce websites, built an online auction system, and engineered a social media analytics program back when social media monitoring was the wild west of the online data space.
Revenue. My clients are all nonprofits trying to raise money.While better awareness, more traffic, etc all help, they have to at the end of the day raise more money as a result of my efforts.
Tara is a prolific content creator, having written thousands of blog posts, small business websites and other inbound marketing content through the course of her career.
Tara enjoys blogging about SEO copywriting, content management, corporate culture, personal branding, networking and LinkedIn.
She has over a decade of experience in digital publishing. Connect with her on Twitter @TaraMClapper.
I want to entertain our current customers and blog subscribers with a combination of practiced, evergreen content and the latest opinions of opinion leaders, focusing on digital trends.Additionally, I want to bring in new readers by expanding our coverage to include tech, entertainment, and more.
Along with the managers of our social channels, my goal is to better engage with our readers and let them know all about the people behind the brand.We’re an international brand with offices in multiple countries, so there’s a lot of territory to explore.
This all depends on what the goal is of your marketing campaign. Is it to increase email subscribers? Is it user and revenue growth at your SaaS startup?The most impactful growth goal that I’m working on at When I Work is to maximize revenue by increasing trial to paid user conversion rates.
She has been on the road ever since, earning a location independent living as a writer on the topics of travel, personal finance, and lifestyle design.
Her latest book (Working on the Road) helps people design careers around their travel and lifestyle preferences, and her monthly “Dear Nora” column on CreditWalk.ca answers commonly asked questions about travel and finance.
My marketing efforts are mainly divided between social media (Facebook, Twitter, and G+) and building an email list (currently just shy of 8,000).I also am a freelance writer, which serves as a great cross-pollination tool between my site and my client websites.
He is the former CEO of The Ocean Agency (acquired in 2014), a digital marketing agency in Chicago that worked with some of the biggest brands in the world including: Walgreens, Sprite, Toyota, CareerBuilder and BlackBerry.
He has been interviewed on NBC, CBS, ABC, Inc Magazine, Website Magazine, and Crain’s Business Chicago.
Currently, Marvin is working on SaaS startup, MySiteAuditor, a white-label, website audit and analysis tool that helps digital marketing agencies generate leads in 20 languages around the world.
To generate as many leads as possible for our SEO agencies as possible by making sure our auditing tool is solid and up to date with all SEO industry trends and updates.
He is constantly keeping up with the latest Google algorithms and analyzing new tools to help ProFromGo’s clients succeed.
Not only does he have an eye for great marketing campaigns, but he also takes great pride in being able to track the dollar return on each one.
Chris’s love of search marketing may only be surpassed by his enthusiasm for fitness and health. He can often be found running or biking on the South Side River Trail or lifting heavy things at LA Fitness.
When not exercising, he enjoys spending free time rummaging through his Netflix account or screaming his lungs out to no one in particular while watching the Steelers.
Revenue. The primary marketing goals differ from client to client, but at the end of the day this is primarily what we judge the success of a campaign on.In an ideal situation, we’ll integrate our client’s CRM with their marketing initiatives so we can actually report to them which marketing channels are bringing in the most money.
Main goal is conversions.
A. Phone calls
B. Quote requests
C. Products bought
D. Email subscription
Dan has been working in the SEO industry since 2011, working on all types of projects from large eCommerce and enterprise sites to SMB and local trade sites.
He also dabbles in videography under the name Callis Makes Films.
My personal opinion is more traffic and improved ranking is a solid foundation to most SEO campaigns.I feel agencies take a risk when they decide to be accountable for conversions as there are many factors out of their control.
Conversion optimisation is all well and good, but if your client is being outpriced by a competitor or have poor stock they’re not going to see the best ROI, even if traffic and visibility in search has grown.
47. Gareth Cartman is Director of Digital Marketing at CLD, a boutique UK digital performance agency based near London.
He’s been in SEO and digital marketing for 15 years, working across publishing, HR and technology while running his own sites and blogs.
He’s also a dad of two talkative young children, and for his sins he’s an Everton and a Boston Red Sox fan. http://www.cleverlittledesign.co.uk
So perhaps the primary marketing goal is keeping the client happy. If you jointly set the expectations, the objectives and the measurements, you have a consistent discussion about where you are and where you’re going.Without that, you tend to get lost in the muddle and even if you’re pulling in great results, the conversation doesn’t have the right framework.
48. Patrick Coombe is an internet marketer by profession, and have been self-employed for over 5 years.
Past accomplishments include US Navy veteran of the USS Boxer also studied Computer Science at McCann School of Business in Pottsville, PA. (from about).
There is no better feeling than when a client calls us up and tells us that not only do they see themselves ranking, but their phone has been ringing all month.It is one thing to do this with paid advertising, but with SEO it really feels like magic sometimes.
Marcus has worked in and around search for over 15 years and focuses on search strategy, SEO, PPC and helping business implement effective, unified digital marketing campaigns.
My primary goals usually relate to traffic and conversions.
51. Rick Ramos is a seasoned veteran in online marketing with over eighteen years of experience developing global brands for companies of all sizes.
He has written several best-selling books on online marketing, including books on content marketing, landing page optimization, social media, blogging and more (from About).I encourage you to connect with Rick through LinkedIn, Twitter and Google Plus
It varies for us from client to client. But all of our campaigns are typically centred around online sales or leads.And that’s the real indicator of success – a client that’s making a cracking ROI on an SEO campaign.
53. Tadeusz Szewczyk has more than 15 years of experience in online publishing.
For 5+ years he’s been known internationally for writing here on SEO 2.0 and blogs of Datadial.net, Positionly, Ahrefs, Hubspot, Google Blogoscoped among others (from About).I encourage you to connect with Tadeusz through Delicious, Twitter and Google Plus
Nobody cares about long term relationships that usually yield many more links in the long run.Personally I always consider some sort of ROI I think.For example a recent client paid me 1100 Euro for outreach and got 7 editorial links from genuine quality blogs and sites.
In case you’d pay for such links to rent them you’d need to pay around 50 Euro monthly for each. That means that by sheer market monetary link value the client has his money back within 3 months.Given the fact that he earns a lot of revenue with his site the ROI is probably much higher.
Over the years he built, bought and sold over 30 blogs and websites, and he founded Daily Blog Tips in 2006 to share the tips and tricks he was learning along the way.
I believe one should always have one metric in mind: profits. Sure, increasing traffic is nice. Having a popular Facebook fan page is nice.But at the end of the day, it’s profits that matter, so you need to increase your revenues while keep your costs at a reasonable level.Whenever I do marketing campaigns, I keep that in mind as a goal.
55. Adam Riemer has been doing Marketing and Online Marketing for over a decade.
He has written articles that have been published in DMNews and many other well known publications, he’s also been booked to speak at shows like Affiliate Summit, Search Engine Strategies, Realtors.org, Think Tank and many more (from About).
Deliver new customers, revenue and customer retention. Anything else is meaningless to a company.Some people will argue branding, but if those people don’t come back and shop or spend money, the “branding” was useless.Everything, including branding, can be placed back to revenue or customer acquisition and that’s what our goal is.
• Peg Fitzpatrick –@PegFitzPatrick – Social Visual Marketing pro!
• Rebekah Radice – @RebekahRadice – Pinterest marketing expert!
• Mike Allton – @Mike_allton – Google+ Marketing pro!
• Pauline Cabrera – @Twelveskip – Social Content ‘gangsta’!
• Mari Smith – @MariSmith – Facebook marketing thought leader!
• Larry Kim – @LarryKim – Social PPC wizard!
• Kim Garst – @KimGarst – Social Selling pro!
• Ann Smarty – @AnnSmarty – Social Community expert!