Your site objectives will depend on the type of site you are promoting. For instance, if you have an ecommerce site, your objective is likely to increase sales. A few examples of website goals are shown below:

• B2C site objective: increase sales
• Content management site objective: increase readership
• B2B site objective: increase leads
• Self-service site objective: increase customer satisfaction while decreasing customer support calls
• Blog site objective: create links and interest in product, service or topic

Your SEO campaign will target your site goals by identifying and measuring your site's key performance indicators (KPIs). Your KPIs should be measured before and after your SEO campaign to determine effectiveness. Some examples of SEO KPIs might be:

• Traffic from branded keywords vs. non-branded keywords
• Number of unique pages crawled
• Number of pages yielding traffic
• Number of visitors per keyword

Knowledge of web analytics is important because it can tell you how to tweak your campaigns for better performance. Hire a consultant if you don't have analytics expertise yourself.