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drive to your retail store

contribute to your political campaign

change their about something

find the information they were looking for

read a classified ad

Now look at the “Conversions” table on your Goals Worksheet. You will need

to have a conversion defined next to each goal. Some of the conversion definitions will

be straightforward; others may seem vague or touchy-feely. There’s no harm in writing

them all—we’ll help you sort them out later in your SEO campaign when you’re meas-

uring results.

Jason’s and Elizabeth’s worksheets are shown in Tables 1.7 and 1.8.

Tab le 1.7

Babyfuzzkin Goals and Corresponding Conversions

Goals

Target Audience

Conversion

Primary goal Sell clothes directly Primary Audience: Parents of small Purchase via

to consumers online

children

online store

Secondary Audience: Grandparents and

friends

Additional goal Brick-and-mortar Primary Audience: Buyers working Make inquiry

contracts

for retailers

via online form

or offline contact

Tab le 1.8

ElderPets Goals and Corresponding Conversions

Goals

Target Audience

Conversion

Primary goal Help more

Primary Audience: Caregivers of the View our mission

animals in need

elderly or infirm statement

Additional goal Attract more Primary Audience: Pet lovers with Donate via

donations

surplus income online form or

call our toll-free

number

Additional goal Attract more Primary Audience: High school

Make inquiry via

volunteers

students, retirees online form or

offline contact

With your goals, audiences, and conversions spelled out, it’s easy to connect the

dots from goal to audience to desired conversion:

To achieve my

goal,

I need my

target audience

to

convert

on

this page

.

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