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We'll first review the importance of setting SEO objectives.
The first one's really important. So let's imagine you've got a marketing manager as your boss or maybe the marketing director, or possibly, you even report to the CEO, maybe even you run an agency and your stakeholders might be your clients.
But from my experience, for SEO to really work, it needs to be embraced in the company. And I think, historically, for some reason, SEO has built up this reputation of being a bit of a dark arts. And for those that don't really understand SEO truly, people do think of it that way. It's this black box where magic happens and sometimes it works and sometimes it doesn't work.
And really your goal is to inform the stakeholders who are responsible for SEO in some way, how SEO works. And what I would advise maybe doing is after you've done this course, is just to summarize how SEO works and maybe even present it to someone. It could be a friend, or it could actually be one of the stakeholders in the business.
The second reason why SEO objective is important is they really help formulate to your SEO strategy. So, if you don't know where you're heading, it's very difficult to actually get to that place. And if you think about it, when you go into a car and you want to go on a long journey, you might use some sat nav to tell you how to get to that destination.
But if you can't put in the destination that you want to get to, you're going to find it very difficult to get there. And it's similar with SEO. We need to set objectives so we can be clear where we want to get to, and we can actually move in that direction.
The third one is, they ensure objectives are met. There's an old saying, "What gets measured gets managed," and I find that really is true.
So, while it can feel like a laborious task to set objectives, it really helps you with your SEO progress. So what types of things should you measure?
So we'll talk about some ways of measuring the brand.
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
Managing Director and SEO Trainer at Zen Optimise
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the fundamentals of SEO and how search engines work. It explains why it is vital to align SEO objectives with overarching business objectives and how to use keyword and competitor research to build an SEO content plan that brings the right kind of visitors to a website. It also covers how to boost online conversions to help stand out in today’s fiercely competitive online marketplace and ensure the best possible ROI.