would love to get out of the direct fulfillment of orders and instead secure some con-
tracts with big-name brick-and-mortar vendors.
In the case of Elizabeth, a marketing director at ElderPets, we have a different
situation. ElderPets is a nonprofit organization that provides meals, walks, and veteri-
nary care assistance to animals belonging to elderly and infirm owners. The company
relies on financial contributions and volunteers to fulfill its mission. At ElderPets their
fantasy is to decrease the time and effort spent on fundraising activities such as silent
auctions and community dog washes and begin attracting more contributions online,
which would in turn allow them to help more pets in need. In addition, they are con-
stantly looking for more volunteers.
Though Jason and Elizabeth have different goals in regard to their respective
websites, we have an exercise they can both perform to get the most out of their planned
SEO. We’ve created a Goals Worksheet to guide clients like Jason and Elizabeth, and
you can use it as you consider the questions in this chapter. You can download the Goals
Worksheet at our companion website,
. At key points throughout
this chapter, we’ll ask you to stop, reflect on your own business, and write down your
own vital statistics. Once you’ve worked through the questions, you’ll have a strong
vision of the “why” of your SEO campaign—and you’ll be ready to move on to the
“what” and “how” in Parts II and III.
Now take a moment and look at “Business Goals” on your Goals Worksheet.
Tables 1.1 and 1.2 show how Jason of Babyfuzzkin and Elizabeth at ElderPets might
fill out theirs, respectively.
Tab le 1.1
Summary of Business Goals for Babyfuzzkin
Sell clothes directly to consumers online
Sign brick-and-mortar contracts
Tab le 1.2
Summary of Business Goals for ElderPets
Help more animals in need
Attract more donations
Attract more volunteers
Take a few minutes to write down your overall business goals in “Business Goals”on your Goals
Worksheet. Don’t be afraid to indulge in fantasy!
Download the Goals Worksheet from
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