How To Set Proper Analytics Goals That Align With Your Company Goals

1. Analytics Are Important
HowTo Set Proper Analytics GoalsThatAlignWith
Your CompanyGoals
Presented by: Fran Hines

2. Fran
Web Analyst, Digital Marketer, SEO Specialist
• SEO & Web Analyst for KMJ Web Design
3 years and counting!
• Google Analytics & Google AdWords
Mobile Fundamentals Certified.
• Assisted clients in obtaining more traffic
to their website and converted into
phone calls during the slow seasons.
• Helped to develop social strategies for
clients who want to market with social
media.
• Helps our clients to understand their
data and set realistic, understandable
and achievable goals that align with their
business goals.

3. One Goal In mind
Most businesses have the same goals in
mind and they are:
1. Rank on the first page of SERP
2. First in the results page
3. Top 1-3 at best
The problem with these goals is that they
are very broad, competitive and long term
that require lots of time and resources.

4. Slow Down For A Day
Most business owners do not have the time
or resources to devote to SEO marketing.
If you have a business you need marketing
and should find time to have this discussion
with your marketing team.
Important to know the ROI. Traffic is good
but what % of traffic is converting into sales.
Take the time to understand the value of
your digital marketing strategies.

5. Before Making An Investment
Before investing in long term SEO strategies,
carefully consider which objectives can have
an impact on your goals & decide what your
business needs to accomplish.
You can accomplish this by asking questions
based on the current standing of your
business:
• Does the company need direct sales,
traffic, branding or a combination of
these?
• Do you have products or services you
sell directly over the web or through
leads established?
• Are the influences you’re trying to reach
with a message?
• Is the organization or brand subject to
potential negative material that needs to
be controlled or mitigated?

6. Measureable Values
The previous questions will help your SEO
specialist create valuable strategies. The
goals established during the consultation
period should look something like the
following:
• Increase traffic during the slow season
by X %.
• Sale X amount of products during a
holiday season
• Generate X amount of new clients
through lead capture forms & Ads

7. KPI
KPI stands for Key Performance Indicators.
This is data that tells your web analyst
rather what has been implemented is
working or not for a company's year to year
growth.
With KPIs your web analyst is able to do the
following:
Determine rather SEO and other digital
strategies implemented have been working.
Make appropriate recommendations to the
business owners to review or refine the
current marketing approach
Give the business owner stats that are
important and show results.

8. Rankings Are Not Enough
Rankings do not establish how well a
business is performing internally, data and
cash flow does.
Data has shown time and time again the
bottom line is to improve on the customer
experience and move them towards their
overall search goal
Digital marketing is a MUST in the age of
electronics. We are ruled by what we see
right in our hands (literally).
By knowing your company’s overall objective
you are able to give your analyst clear goals
to track and in return your web analyst can
provide valuable data that has the potential
to earn your business a great ROI.