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SEO or Search engine optimisation is a rather cryptic and difficult concept to initially wrap your head around. It is basically about setting your site up using various techniques to get the most optimised site so that search engines like Google, Bing, and Yahoo can rank your site well, and help you get consistent organic traffic. 

There are plenty of expectations, and plenty of caveats to be aware of when starting SEO, If you want to know what those are, a quick Google search under SEO Specialist Near Me, will find you a company ready to advise you on goal setting and setting up your very own SEO campaign. 

With that being said, let’s get into what needs to be addressed when you are setting SEO goals 


1. Manage expectations

Often times we want results fast, we want quick returns, and clear gains. In SEO, you have to be prepared for this to be a slower burn with some patience required. 

Setting your expectations about how SEO works, especially when you’re beginning is important. 

Getting the very first keywords to rank and your first backlinks to show up on page 1 can be really difficult. If you are expecting to hop to the top spot within a small timeframe then you may be setting yourself up for disappointment. 

By managing your expectations, you can look at the more technical and necessary aspects of web developments and that can mean that you can try to outscore other businesses around you on domain authority. But it’s important that you aren’t expecting to outperform companies like Amazon or eBay on their domain Authority. 

It’s important to do the fundamentals well and remember that SEO is a marathon and not a sprint. Having the patience and strong fundamentals will help you with your ranking and organic traffic come 6-12 months. 


2. Make Sure Your Goals are Achievable

This does not mean, don’t aim high. It just means to look at the data you have and create goals based on the data you have available. This means attempting to predict the kinds of data outcomes based off your historical data and seasonal trends. For instance, if there is a period of time where your website gets high traffic, then look at past data and set increased targets. 

Let’s say that you are an online store, and around the holidays you tend to see big jumps in your data for those black Friday and early Christmas shoppers.

A good way to gauge how you can get good measures for the future, is to look at what you’ve been able to reach in the past in terms of website traffic, conversion completions and keyword rankings. In order to progress and get better traction you will have to be doing better than your competitors, and to be honest, that does take time. 


3. Set Goal Check ins every Quarter

Checking on your goals in intervals is a great way to check on their progress as well as catch yourself not going too far down the wrong rabbit hole. 

This means, it is worthwhile keeping yourself ready to revise a goal should a Google algorithm change effect your goals performance. 

The reason why this needs to be revisited quarterly is to see a larger data set to get a stronger picture of what SEO can do for you. Month to month is fine to do, however things can fluctuate quite easily. It is important to understand that a sticking through a few months will give you a good indication of how well your SEO is performing. 


4. Match Business and SEO Goals

SEO is marketing technique to assist your business’ website. What is important to understand about your SEO goals is that they need to be interdependent of your business goals. 

If your business wishes to grow certain aspects of their business, it is worthwhile dedicating you SEO goals toward that intended growth. 

This can involve creating new internal pages that are keyword optimised. It is important that they also integrate long-tailed keywords that are characterised by the intended goal. 


5. Prioritise Keywords with High Intent

Your entire strategy for SEO can hang on having the right keywords on your website, and on your social media content. A really well researched SEO strategy will be the first step of any SEO campaign.

It is important to focus on search intent before the actual keywords. This means getting more people that are primed to buy is more important than 100 people who just want to browse. 

Focusing on what someone would be searching for when needing your businesses services. Instead of just the keywords that you could rank for, just for the sake of ranking. 


6. Quality shines over Quantity

It can be tempting to just do more. More backlinks, more keywords, more traffic, more sales. 

However, what is most important to a business, and what is worth concentrating on is the quality of those links, the types of keywords that rank well, traffic that may increase incrementally, but leads to more conversions. Higher quality will be of greater benefit than just more. 

When setting goals for backlinks with higher authority, it can be important to have a goal in place for getting high authority domains being the ones you are linking to rather than just a domain. 


7. Record your Starting Point

Before getting anywhere with your SEO campaign and its subsequent goals, it is imperative to look at what has been achieved currently and record all of that data to have as a baseline. 

What this allows for is a benchmark to consistently outperform. So long as you make gains from that point and can see increases from there, it is clearer to you that your progress is occurring. 

Doing this also allows you to see what SEO elements drive traffic to a website already. This can mean that you will already have insights to what works well on a website, allowing you to just build from there, rather than needing to completely start over all the time. 



When setting any SEO goals your first step should be to look up an ‘SEO specialist near me’ on Google to just have a quick consultation. This will set you up for success as an expert is great place to start with. 

After this step is done and you are ready to go with a company or to go it alone, it is important that you set your goals to the fundamentals and ideas outlined above. 

An understanding on how SEO works can temper your expectations and give you realistic timelines to work through. You can understand when you might be seeing results, and by doing quarterly reporting you can re-evaluate any mis-steps that you may be making. 

You should prioritise quality over quantity with your work, and to make sure that your starting point is recorded and then aiming to be exceeded. 

If you are looking for an SEO specialist, be sure to get in contact with Castle Jackson today.