Set Objectives and Goals

first seen on The Marketing Blog

We’re spending money. We need to make sure that when we spend money, we make money. Let’s break it down.  Where we can get the most return for our investment, or ROI? We need to define goals we can measure and tie to the “Return” part to know what our investment gets us.

For example, let’s say we are a dental clinic, and we are going to set the following goals:

  • Online Booking Forms
  • Phone Call Bookings
  • Phone Call Inquiries
  • 90% Impression Share
  • Return on Ad Spend (ROAS) of 1.5

Goal: Directly Attributable Value

What is an online booking worth to us? On average, one out of three online bookings do not show up for the appointment, and the average service revenue is $250. From that service, the gross margin is $75. We need 20 booked appointments to cover overhead costs before the gross margin becomes incremental profit.  Let’s assume we will hit 20.

Each booking is worth $75 to us. We get two bookings for every three submissions. We are willing to spend $150 for three booking forms (or $50 each).

Goal: Understand How Search algorithms work

With the amount of information available on the web, finding what you need would be nearly impossible without some help sorting through it. Google ranking systems are designed to do just that: sort through hundreds of billions of webpages in our Search index to find the most relevant, useful results in a fraction of a second, and present them in a way that helps you find what you’re looking for.

These ranking systems are made up of not one, but a whole series of algorithms. To give you the most useful information, Search algorithms look at many factors, including the words of your query, relevance and usability of pages, expertise of sources, and your location and settings. The weight applied to each factor varies depending on the nature of your query—for example, the freshness of the content plays a bigger role in answering queries about current news topics than it does about dictionary definitions.

Read the Source:  Elizabeth Tucker, Product Manager at Google

To help ensure Search algorithms meet high standards of relevance and quality, we have a rigorous process that involves both live tests and thousands of trained external Search Quality Raters from around the world. These Quality Raters follow strict guidelines that define our goals for Search algorithms and are publicly available for anyone to see.

Objective: Connect with your audience

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No matter whether you are a fellow blogger, an online small business owner, or maybe looking to grow your social media following, most if not all of the following tips can help you reach more people. Before we dive into the list, you might be thinking, “What do you mean organically?” I’ll give you a hint, I don’t mean without pesticides. 🙂 OK, all dad jokes aside, what I really mean is these are tips and tricks for growing your circle of online influence without advertising. We totally believe that advertising has its place, especially if you are an online business owner. But finding ways to organically reach new readers or customers is something that anyone can do, regardless of your budget or experience level. So let’s dive in.

General Comment:

These resources are well worth the read. If you take the time to explore a;; three you will quickly improve your understanding of how to create a good SEO plan for 2022. It’s time to thing about intent, catering to customers, and most importantly – accessibility.