As we approach the new year, a lot of digital marketers will be setting SEO goals. The reality is that this is actually a bad practice (contrary to popular opinions that SEO “gurus” have.) In this video I’m going to explain what you should do instead to boost your search engine optimization strategy.
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Why You Shouldn’t Set SEO Goals (and What You Should Focus On Instead)
As the new year approaches, I wanted to share a potentially controversial perspective: you shouldn’t set SEO goals. Instead, focus on something else that can help you achieve long-term success. Let me explain why.
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Why SEO Goals Aren’t the Best Strategy
SEO Is Unpredictable
One of the primary reasons I recommend not setting SEO goals is because SEO is at the mercy of Google’s algorithm. In the past, I used to set traffic goals for the year or month—goals around how much traffic I wanted to get from SEO. But here’s the problem: SEO is inherently unpredictable.
Even if you create a solid piece of content, you can’t guarantee how much traffic it will bring in. You don’t have control over the algorithm, and you can’t accurately predict what will drive the most traffic. Setting these goals and then failing to meet them can create a negative emotional impact. It’s disheartening when you put in all this work but don’t hit your target, especially when it’s out of your control.
Instead of focusing on traffic numbers, conversions, or other outcomes you can’t control, focus on something you can: the number of pieces of content you’ll publish. This is a goal you can manage because you control how much content you create, and it’s a clear, measurable target.
The Power of Content Creation
Another reason not to set SEO goals based on outcomes like traffic is that you need to create a sustainable process of content production. After hitting your content goal for the month, don’t just stop there. Regularly check in to see how your content is performing. You might find that some pieces of content do much better than others.
The key is to analyze the results and adjust your strategy. You should be using tools like Google Analytics and UTM tracking to capture data about your content. If you’re not using these, you’re missing out on a free way to track performance. Once you’ve collected data, look for patterns in what content performs well. Metrics to pay attention to include on-page time, conversions, and engagement. These are the key indicators of success.
Look for the pieces of content with longer on-page time or better conversions, as these are signs that the content is truly resonating with your audience. If you find patterns, use that data to create similar content. For example, if a blog post about “how to unclog your drain” performed well, try creating another piece that tackles a related topic, like “how to prevent clogs.” This way, you leverage what’s working while continuing to produce content that fits your audience’s needs.
Focus on Processes, Not Just Outcomes
The most successful digital marketers focus on refining their processes, not just the end results. By improving your content creation process, even small tweaks can have a significant impact on your SEO performance. Let me share an example.
A student of mine recently hired a virtual assistant (VA) to help with content creation. The VA wasn’t yet fully trained, and there were some process gaps, like not having content topics ready in advance. As a result, the VA was left with nothing to work on during the student’s downtime when they were sick. This led to missed content creation and an overall slowdown in production. This example highlights the importance of streamlining your processes.
By setting up systems in advance—like filling the content calendar for the week or having backup topics ready—you ensure that your team can keep working even if something unexpected happens. The more automated and streamlined your process is, the easier it is to keep producing content without interruptions. The goal is to create a system where your content creation machine runs smoothly, regardless of outside circumstances.
Conclusion: Keep Moving Forward, Learn from Data
SEO is a long-term game. Not every piece of content will be a winner, and that’s okay. The key is to keep creating, keep analyzing, and keep improving your processes. Over time, you’ll get better at identifying what works and why.
So, as you look ahead to the new year, instead of focusing on unrealistic SEO goals, commit to consistently producing content, analyzing your results, and refining your process.
And remember: don’t get discouraged if a piece of content doesn’t perform as expected. Learn from it, keep improving, and your wins will come.
If you found this video helpful, don’t forget to like, subscribe, and comment below. Let me know your thoughts, and as always, keep being an SEO ninja!
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