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Determining Goals and KPIs

Let’s face it, I can’t tell you what the goals of your organization and its site are or should be. If you don’t know, you should start talking with as senior a manager as you can find immediately.

But I can tell you that your organization’s site is likely to match at least one of four main types: commerce, content, lead generation, or self-service support sites. I’ll briefly describe each type in the sections that follow, so familiarizing yourself with them will help you get a better grasp of your site’s goals and their corresponding KPIs. Once you have a better sense of your KPIs, you’ll find it easier to determine how to fold search metrics into them.

Four Main Types of Organizational Sites

  • Commerce sites, like Amazon ...

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