Chapter 5. Identify Your Web Site's Goals
So why are you trying to attract search traffic anyway? Every reader of this book will have a slightly different answer to that question, because each Web site has an intrinsic purpose, one that your search marketing efforts must support. In Chapter 4, "How Searchers Work," we examined the motivation of searchers, but in this chapter we are examining your motivations as a search marketer. Every Web site needs to drive traffic, but there are many different reasons for doing so. Your site might be selling online, or gathering contact information for offline follow-up, or maybe just generating market awareness. Your organization's site could also be focused on something else entirely.
No matter your goals, attracting traffic from search engines requires an understanding of search from the inside. Most of this book contains tips that do not vary much based on your specific goals for your site. However, your precise goals can sometimes be important, because your goals determine how you measure your search marketing success. In Chapter 6, "Measure Your Web Site's Success," we show how to measure success based on your goals, and in the rest of the book we ensure you know which search marketing strategies help achieve those goals. So, let's dig in and identify your goals for your site.
For some of you, this will be a simple exercise, because you think about the goals of your Web site every day. But maybe you are like the trout, who when asked, "How's the water?" replied, "What water?" Maybe sometimes you get so mired in the day-to-day details that you have trouble remembering what your overall goals are.
Regardless of who you are, your Web site probably has one or more of the following goals:
No matter how many of these goals are your Web site's goals, you want to draw traffic from search engines. Understanding each goal will help you better focus your search efforts.