I have recently been hired as the in-house SEO for a start-up with a small network of sites. I am in the process of putting together a proposal, along with some market research. My question is how do I go about laying forth the goals of the project. As of now my basic outline includes:
1) Increasing PR
2) Increasing Goal Conversions
3) Optimize Traffic (Increase the number of unique visits, pageviews. Decrease the overall bounce rate, and increase traffic to those specific areas which lead to further content drilldown)
4) Keyword Ranking (Raise the position of each site on the SERPs for both head and tail keywords)
What am I missing? Also, is it possible to give specific benchmarks? Some of the sites have analytics data, but as of now I have yet to be given access.
I agree with the conversion goals above: you should link your SEO goals to analytics benchmarks (Google Analytics is good for this.) Look at results based goals such as conversions, indexed pages and traffic, rather than data such at page rank.