Philadelphia, PA, United States
March 4, 2022

SMARTER Goalsetting Framework

You’ve probably heard of S.M.A.R.T. goals. They are a time-tested standard for goal setting that you can utilize in order to plan and achieve your goals. However, they are not necessary to track or iterate upon.

This is why we add Evaluate and Reevaluate to SMART goals. By adding Evaluate and Reevaluate, we are able to form SMARTER goal setting and tracking.

SMARTER stands for Specific, Measurable, Achievable, Relevant, Time-based, Evaluate, and Reevaluate.

Let’s dive in to see how SMARTER goals relate to your business success and your website’s performance metrics and measurement:

Start with SMART

Before we make things SMARTER, we need to understand SMART. If you don’t already know, SMART stands for Specific, Measurable, Achievable, Realistic, and Time-bound. These things make up the starting point for reaching goals.

When you are setting your goals, you start with something SPECIFIC. Instead of having a vague idea of your outcome, you will be able to visualize exactly what you’re reaching for. You will also make sure your goals are MEASURABLE. This means you will be able to track your progress, see how things are going, and determine what you have left until you have reached your goal.

Your goals will also be ACHIEVABLE and REALISTIC. Choosing an achievable goal means ensuring that your goal is actually attainable, while making sure it is realistic means that you will be able to work towards the goal and change your habits to get there.

The last principle of SMART goals is that they are TIME-BOUND. You will need to set a clear time frame for the completion of your goals, as well as checkpoints for your progress along the way.

With these principles in mind, you are able to facilitate your own success, whether in marketing, website design, or in your overall business growth. However, to ensure that your goals are iterative and progressive, maintaining relevance and effectiveness, you need to go beyond simply being SMART to being SMARTER.

Progress to SMARTER

By making your goals SMARTER, you aren’t simply focusing on the features of your goals, you’re also focusing on the ways that you interact with them. This is done through EVALUATION and REEVALUATION.

Essentially, the purpose of SMARTER goals is to create goals that fit in the SMART characteristics, but to not just leave it at that. Once you have created these goals, you need to evaluate and reevaluate them, ensuring that they are able to be iterated. As you evaluate your goals, you will understand they’re capability for repetition. If they cannot be replicated, or if they are not working in the first place, it’s time to reevaluate and make changes.

Take an in-depth look at the “E” and “R” of SMARTER goals:


After creating your goals by ensuring that they meet the SMART requirements, it’s time to move into a more interactive goal approach. When you evaluate your goals, you are going to take the time to reflect on them and review how things are going.

In order to do this, you will want to talk with people on your team who have been a part of working towards your goals. The purpose is to determine what is working and what isn’t, in order to make changes as needed. Ask questions to find out what has been the most effective and what isn’t moving you towards your goals.

You will want to evaluate whenever you meet one of your checkpoints, milestones, or time limits on the path towards your goal.  Make sure that you are regularly evaluating things in order to keep everything moving smoothly as you seek to reach your goals, whether in sales, marketing, or SEO.


After you evaluate how the journey towards your goals is going, you will either leave things as they are or make changes that you feel will better serve you. Changes are not always necessary. If your evaluation showed you that things are running smoothly and you’re on track to reach your goals, you probably won’t want to make any changes.

However, if you are seeing that things could be working out better, it may be time to revise your SMART goals and the plan to reach them. Revise as you need to, whether your need is due to an informative evaluation or situations getting in the way.

Once you revise your goals, you will need to reevaluate things to determine if your changes are effective. If they are, continue down the path and regularly remember to evaluate and reevaluate. If those changes didn’t work in the first place, you’ll want to evaluate again.

In Conclusion

By using SMARTER goals, you are able to implement the continuous improvement methodology, which allows you to continue adjusting and improving things for the best results.

You can use your SMARTER goals as a way to grow your business using SEO and other marketing practices. Through consistent evaluation and reevaluation, you are able to put an end to those things that don’t serve your purpose, while embracing and utilizing those which do.

Related: website's performance metrics and measurement

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