SEO Specialist in Nepal: How to Hire the Right Expert

How to Choose the Best SEO Specialist in Nepal for Your Business An SEO specialist in Nepal helps businesses improve visibility on Google, attract relevant organic traffic and convert search visitors into enquiries, bookings or sales. The right specialist does more than place keywords in content. They examine technical SEO, search intent, website performance, local visibility, content quality, internal linking, AEO, GEO and conversion paths as part of one complete organic growth strategy. Choosing the right SEO professional can be difficult. Nepal has independent SEO specialists, freelancers, consultants, digital marketing companies and full-service SEO agencies offering different packages. Some focus on content and backlinks, while others specialize in technical SEO, local SEO, ecommerce SEO or website development. The best choice depends on your website, target customers, market, technology and business objectives. A local service provider in Kathmandu needs a different strategy from a travel company targeting international visitors. An ecommerce store with thousands of products requires a different technical approach from a small business website with twenty important pages. I am Rejish Khanal, an SEO specialist and full stack developer based in Kathmandu, Nepal. I help businesses improve search visibility through technical SEO, local SEO, on-page optimization, content strategy, Core Web Vitals, JavaScript SEO, structured data, answer engine optimization and generative engine optimization. My approach connects SEO strategy with technical implementation. I examine whether search engines can access and understand a website, whether its pages match customer intent and whether organic visitors have a clear reason to contact the business. This guide explains what an SEO specialist does, which skills to evaluate, how SEO differs from AEO and GEO, what questions to ask before hiring and how to choose the best SEO specialist in Nepal for your business. What Does an SEO Specialist in Nepal Do? An SEO specialist improves a website so that search engines can crawl, render, understand and index its important pages. The specialist also helps the website become more useful, accessible and persuasive for potential customers. The purpose of SEO is not merely to increase impressions or rank for a large collection of unrelated keywords. A successful campaign should help the business appear for searches related to its services, products, expertise and locations. An SEO specialist in Nepal may provide: - Technical SEO audits - Keyword and search intent research - On-page SEO - Content strategy - Local SEO - Google Business Profile optimization - Internal linking - Core Web Vitals optimization - JavaScript SEO - Structured data implementation - Ecommerce SEO - Competitor analysis - Search Console analysis - AEO optimization - GEO optimization - SEO reporting and conversion analysis The required services depend on the website. A business should not be placed into a generic package before the specialist understands its current performance, technical condition and commercial objectives. A reliable SEO specialist begins by asking questions about the business. These questions may cover the most valuable services, target cities, ideal customers, current enquiries, competitors, website platform and expected results. Technical SEO Technical SEO evaluates whether search engines can efficiently discover, access, process and index a website. Technical SEO services may include: - Reviewing robots.txt rules - Checking noindex directives - Auditing canonical tags - Validating XML sitemaps - Repairing broken internal links - Resolving redirect chains - Finding orphan pages - Improving website architecture - Identifying duplicate URLs - Reviewing mobile usability - Improving Core Web Vitals - Optimizing JavaScript rendering - Implementing structured data - Reviewing HTTPS configuration - Checking server response codes - Improving crawl efficiency A website can contain high-quality content but fail to rank if its important pages are blocked, incorrectly canonicalized, difficult to render or excluded from the index. A technical SEO specialist in Nepal should not simply export warnings from an automated auditing tool. The specialist should determine which problems affect important pages, how serious each issue is and which fixes should be completed first. For example, rewriting meta descriptions may be useful, but it should not take priority over an incorrect noindex directive affecting a main service page. Prioritization is essential because not every technical warning has the same effect on organic visibility or revenue. Keyword and Search Intent Research Keyword research identifies the terms potential customers use when searching for products, services, information and professionals. Effective keyword research considers: - Search intent - Commercial relevance - Existing search visibility - Competition - Search volume - Target location - Customer terminology - Conversion potential - Search result format - Appropriate page type Search intent describes what a person wants to accomplish. Someone searching for what SEO means is probably seeking introductory information. Someone searching for an SEO specialist in Nepal may be comparing providers. A person searching for hire SEO specialist in Nepal may be closer to contacting a professional. These searches should not always be targeted by the same page. An informational blog can explain a topic, while a service page should explain capabilities, deliverables, process and contact options. A professional SEO specialist should create a keyword map that assigns important keyword groups to suitable pages. This makes the website easier to organize and reduces keyword cannibalization. On-Page SEO On-page SEO improves the relevance, structure and clarity of individual pages. It may include: - Optimizing title tags - Improving meta descriptions - Organizing heading structures - Aligning content with search intent - Adding contextual internal links - Improving image alt text - Clarifying service information - Optimizing URL structures - Adding useful questions and answers - Strengthening calls to action - Adding author information - Improving topical coverage On-page SEO should not make content repetitive or unnatural. A page does not need to mention SEO specialist in Nepal in every paragraph to establish relevance. The primary keyword should appear in important locations, including the title, introduction, selected headings, metadata and relevant body content. Related phrases should then be used naturally to provide broader topical context. Relevant supporting phrases may include: - SEO expert in Nepal - SEO consultant in Nepal - SEO freelancer in Nepal - SEO specialist in Kathmandu - Technical SEO expert Nepal - Local SEO expert in Nepal - SEO services in Nepal - AEO expert in Nepal - GEO expert in Nepal - AI SEO expert in Nepal These terms should support the topic instead of being inserted as an unrelated list of keywords. Content Strategy Content strategy determines which pages a website requires and what purpose each page should serve. A complete strategy may include: - Main service pages - Supporting service pages - Location pages - Informational articles - Comparison guides - Case studies - Pricing pages - Frequently asked questions - Product pages - Category pages - Conversion landing pages Publishing more articles does not automatically produce better rankings. Every page should target a clear audience, search intent and business objective. A website offering SEO services in Nepal may need one primary commercial page explaining the complete service. Supporting articles can then address questions such as: - How much does SEO cost in Nepal? - How long does SEO take to produce results? - What does a technical SEO audit include? - Should a business hire an SEO specialist or agency? - What are the benefits of local SEO in Nepal? - What is the difference between SEO, AEO and GEO? - Why does a website receive impressions without clicks? - How can organic traffic generate qualified leads? Supporting content should link naturally to the relevant commercial service page. This creates a clear topical structure and helps visitors move from research to action. Local SEO Services in Nepal Local SEO helps businesses appear when potential customers search for services within a city, neighborhood or service area. A local SEO specialist in Nepal may work on: - Google Business Profile optimization - Local keyword research - Business category selection - Local service descriptions - Citation consistency - Review strategy - Location landing pages - Local internal links - LocalBusiness structured data - Maps visibility - Local content - Image optimization Local SEO is particularly useful for clinics, hotels, restaurants, educational consultancies, travel agencies, real estate companies, legal services, repair businesses and other organizations that depend on customers from defined areas. A business in Kathmandu may want to reach customers in Kathmandu, Lalitpur and Bhaktapur. A service provider in Butwal may target Butwal, Bhairahawa and relevant parts of Rupandehi. Location pages should contain genuinely useful information. Publishing nearly identical pages for every city and changing only the location name can create weak content and a poor visitor experience. A location page should explain: - Which service is available - Who the service is for - Which areas are served - How the process works - What makes the provider relevant - How a customer can make an enquiry SEO Monitoring and Reporting SEO reporting should show whether the campaign is attracting the right audience and supporting business growth. Useful measurements may include: - Organic clicks - Search impressions - Click-through rate - Average search position - Non-branded search traffic - Organic landing pages - Qualified enquiries - Telephone calls - Contact form submissions - Appointment bookings - Purchases - Organic conversion rate - Indexed pages - Core Web Vitals - Geographic performance - Revenue from organic traffic Rankings are useful, but they should not be the only measurement. A website may rank for many informational keywords and still generate no qualified enquiries. A professional SEO specialist should identify which queries and landing pages attract commercially relevant visitors. When analytics and conversion tracking are available, reporting should connect organic visibility with business actions. Why Your Website Can Receive Impressions but No Leads Search impressions show that a page appeared in search results. They do not show that the searcher clicked the result, found the content useful or became a customer. A website may receive impressions without leads because: - The title does not match the search intent - The meta description does not communicate value - The ranking position is too low - The page targets an informational query instead of a commercial query - The content does not establish credibility - The service is not clearly explained - The call to action is weak - The contact process is difficult - The website loads slowly - The mobile experience is poor - The page attracts people outside the service area - Conversion tracking is missing For example, a page appearing for SEO specialist in Nepal may receive impressions but few clicks if its title is generic or does not clearly explain the service. It may receive clicks but no enquiries if the page does not show capabilities, process, evidence or contact options. Improving performance may require changes to the title, description, content, page layout, internal links, trust signals and calls to action. An SEO specialist should examine the complete journey: 1. What did the user search? 2. Which result did the user see? 3. Why would the user choose that result? 4. What information appears on the landing page? 5. Does the page satisfy the search intent? 6. Is the service clearly explained? 7. Is there a visible next step? 8. Is the conversion recorded accurately? More impressions will not automatically solve a conversion problem. The website must connect search demand with a useful page and a persuasive offer. SEO Specialist vs SEO Expert vs SEO Consultant The terms SEO specialist, SEO expert and SEO consultant are often used interchangeably. However, providers may have different responsibilities and working models. SEO Specialist An SEO specialist usually performs practical work across technical SEO, keyword research, content optimization, local SEO and reporting. The specialist may identify issues, develop recommendations and implement improvements directly or work with a developer and content team. SEO Expert SEO expert is a broad term used for a professional with substantial knowledge or experience in search engine optimization. A person described as an SEO expert in Nepal may specialize in technical SEO, ecommerce SEO, local SEO, international SEO, content strategy or another area. The title alone does not prove expertise. Evaluate the person's process, technical knowledge, communication, evidence and ability to connect SEO with business outcomes. SEO Consultant An SEO consultant normally focuses on analysis, strategy and prioritization. Consulting services may include: - Technical audits - SEO roadmaps - Website migration planning - Content strategy - Competitor analysis - Internal team training - Reporting frameworks - Quality assurance A consultant can be valuable when a business already has developers, writers and marketing employees who can implement recommendations. Before hiring a consultant, clarify whether implementation is included. A strategy cannot improve performance if no one completes the required changes. SEO Freelancer vs SEO Agency in Nepal Businesses may also compare an independent SEO freelancer with an SEO agency or SEO company in Nepal. SEO Freelancer An SEO freelancer often works directly with the client and personally completes research, audits, implementation and reporting. Potential advantages include: - Direct communication - Personalized strategy - Flexible project scope - Lower management overhead - Access to the person completing the work - Easier technical coordination Freelancers can have different specializations. One person may focus on content, while another specializes in technical SEO, local SEO or ecommerce. Evaluate a freelance SEO expert in Nepal based on relevant skills, implementation capabilities, communication and evidence rather than price alone. SEO Agency An SEO agency may include strategists, writers, developers, designers, analysts and account managers. This can benefit larger companies requiring extensive content, web development, digital public relations and support across multiple websites or countries. Before hiring an SEO agency in Nepal, ask: - Who will manage the account? - Who will perform the technical work? - Who will write the content? - Who will implement recommendations? - Which services will be outsourced? - How many clients does each specialist manage? - How frequently will the agency communicate? - Who owns the accounts, reports and content? A large agency is not automatically more effective than an independent specialist. The best option is the provider whose expertise, capacity and process match your requirements. SEO, AEO and GEO: Why Businesses Need an Integrated Strategy Traditional search optimization remains important, but discovery is expanding across featured answers, AI-assisted search experiences and generative platforms. A complete visibility strategy can combine SEO, AEO and GEO instead of treating them as unrelated services. What Is SEO? Search engine optimization improves a website's organic visibility by strengthening its technical foundation, content, relevance, internal structure, authority and user experience. SEO helps search engines discover pages and understand which searches those pages may satisfy. What Is AEO? Answer engine optimization makes information easier to identify, extract and present as a direct answer. AEO improvements may include: - Direct answers near the beginning of a section - Question-based headings - Concise definitions - Lists and step-by-step explanations - Comparison sections - Frequently asked questions - Clear author information - Relevant structured data An AEO expert in Nepal should ensure that content remains useful for human visitors. A direct answer should provide immediate value while the rest of the section supplies context and supporting detail. What Is GEO? Generative engine optimization improves how clearly a brand, specialist, service or subject is represented in content processed by generative search platforms. GEO can involve: - Establishing clear author identity - Maintaining consistent business information - Publishing original expertise - Improving factual clarity - Connecting related services and topics - Adding evidence and case studies - Strengthening entity relationships - Using reliable supporting sources - Building recognized brand mentions A GEO expert in Nepal cannot guarantee that a business will be mentioned in an AI-generated response. A responsible strategy focuses on making the website's information clear, credible, consistent and useful. How SEO, AEO and GEO Work Together SEO creates the technical and content foundation. AEO improves direct answer structure. GEO strengthens identity, credibility and contextual understanding. An integrated strategy may include: - A crawlable and indexable website - Clear service pages - Direct answers to important questions - Consistent author and business information - Structured data - Original examples and insights - Relevant internal links - Transparent contact information - Strong page performance - Supporting articles and case studies AEO and GEO should not be used as shortcuts. They work best when the website already has reliable technical SEO, useful content and a recognizable business or author entity. Skills to Look for When Hiring an SEO Specialist The best SEO specialist in Nepal for your business should understand search technology, content, customers and commercial objectives. Technical Knowledge The specialist should understand how website technology influences crawling, rendering, indexing and performance. Modern websites may use WordPress, Shopify, Next.js, React, Laravel, Django or custom technologies. Each platform can create different SEO challenges. Technical knowledge is particularly important for websites with: - JavaScript-rendered content - Dynamic metadata - Complex redirects - Large product inventories - Filtered category pages - Slow page performance - Duplicate URLs - Website migration requirements The specialist should be able to communicate accurate requirements to developers and verify completed work. Search Intent Knowledge The provider should understand why a person searches and what type of page is required. A page targeting a commercial service query should not read like a basic definition. It should explain the service, process, suitability, evidence and next step. Problem Diagnosis SEO tools can identify possible problems, but a specialist must determine which issue is most important. The priority could be: - Search engine access - Indexing - Website speed - Weak service content - Search intent mismatch - Broken internal links - Duplicate pages - Missing authority - Poor conversion paths - Incorrect tracking - Weak local relevance Prioritization protects the business from spending money on low-impact changes. Business Understanding A professional should ask: - Which services are most profitable? - Which cities or countries are priorities? - What type of customers should be attracted? - What differentiates the business? - How are leads qualified? - What happens after an enquiry? - Which services should be promoted first? - Does demand change throughout the year? SEO should attract relevant opportunities rather than traffic for its own sake. Clear Communication The specialist should explain: - What will be changed - Why the change matters - Which URLs are affected - Who will implement the work - How success will be measured - What risks may be involved - When the outcome should be reviewed Technical language may be necessary, but recommendations should remain understandable and actionable. Implementation Capability An audit identifies problems, but implementation creates change. Before hiring an SEO specialist, determine whether the service includes: - Metadata changes - Content optimization - Internal links - Structured data - Redirects - Page-speed improvements - Website architecture - Developer coordination - Validation and quality assurance If implementation is not included, assign clear responsibility to an internal employee or developer. Questions to Ask an SEO Specialist Before Hiring The following questions can help you evaluate an SEO specialist in Nepal. How Will You Audit My Website? The initial review may include technical crawling, Search Console analysis, organic traffic, keywords, content, internal links, backlinks, page experience and conversion tracking. A provider should understand the website before prescribing a package. Which Problems Will You Fix First? Ask how priorities will be determined. The answer should consider severity, business impact, search opportunity, implementation effort and conversion relevance. How Will You Research Keywords? Keyword research should consider search intent, location, competition, current rankings, commercial value and the page type required. Who Will Complete the Work? Determine whether the person creating the strategy will also implement it. If other team members or external providers are involved, clarify their responsibilities. How Will Results Be Measured? Relevant measurements may include qualified leads, non-branded clicks, important landing-page traffic, conversions, local enquiries, purchases and revenue. Can You Guarantee Rankings? No responsible SEO specialist can guarantee a first-page or number-one ranking. Search results are affected by competition, relevance, algorithms, authority, website quality and user intent. A professional can commit to deliverables, communication, transparent reporting and implementation quality. Can You Show Relevant Evidence? Relevant work may include technical audit examples, Search Console improvements, indexing fixes, Core Web Vitals improvements, local SEO progress, content growth or lead-generation outcomes. Evidence should include context. A traffic graph alone does not explain whether the visitors were relevant or whether the work generated business value. Will I Own My Accounts and Content? Your business should own its domain, website, hosting, analytics, Search Console, Google Business Profile, content and reports. The specialist can receive appropriate access without becoming the permanent owner of these assets. SEO Warning Signs to Avoid The following signs may indicate that an SEO provider is not suitable for your business. Guaranteed Rankings No SEO provider controls search results. Be cautious of guaranteed number-one rankings, especially when the provider has not reviewed the website or competition. Unclear Deliverables A package described only as monthly SEO does not explain what the business will receive. Deliverables should identify technical work, content, pages, reporting, implementation responsibilities and communication frequency. Cheap Backlink Packages Large quantities of unrelated or automated links can create risk without providing meaningful authority. Ask how links will be acquired, why the websites are relevant and what quality checks will be completed. Keyword Stuffing Unnatural repetition can damage readability and trust. Keywords should clarify the topic rather than interrupt the content. Generic Content Content that could appear on any competitor's website provides little differentiation. Useful content should reflect the business's experience, services, process, customers, locations and original knowledge. Only Reporting Impressions and Rankings Impressions and rankings are useful indicators, but they do not automatically represent leads or revenue. Reporting should explain which queries attract relevant visitors and what those visitors do after reaching the website. Ignoring Conversions Increasing organic traffic will not solve a broken contact form, confusing offer or slow website. The specialist should review the visitor journey and determine whether the page makes the next action clear. SEO Services and Pricing in Nepal SEO pricing depends on the website, competition, technology, target locations and required work. A small local service website and a large ecommerce platform require different levels of research, implementation and monitoring. One-Time SEO Audit A one-time audit may be useful when: - Important pages are not indexed - Organic traffic has declined - A redesign is planned - A migration is approaching - Technical problems are suspected - The business needs an SEO roadmap The audit may include technical analysis, Search Console review, keyword research, content evaluation, competitor analysis and prioritized recommendations. Project-Based SEO Project-based services may include: - Website migrations - Core Web Vitals optimization - Local SEO setup - Service-page optimization - Structured data - Keyword mapping - Content consolidation - Website architecture - Technical implementation This model suits businesses with a specific problem or outcome. Monthly SEO Services Ongoing SEO can include: - Technical monitoring - Keyword research - Content planning - On-page optimization - Internal linking - Local SEO - Search Console analysis - Competitor monitoring - Reporting - Continuous improvement Monthly support can benefit businesses operating in competitive markets or frequently adding services, products, locations and content. Why the Lowest Price Is Not Always the Best Value A cheap SEO package can create indirect costs when it delivers generic content, irrelevant backlinks, copied location pages, incorrect technical changes or reports without business context. Compare providers according to: - Deliverables - Relevant expertise - Technical capability - Implementation responsibility - Communication - Reporting - Quality assurance - Expected business value A focused specialist may provide greater value by identifying and solving a high-impact problem quickly. Why Choose Rejish Khanal as Your SEO Specialist in Nepal? I combine SEO strategy with full stack development knowledge. This helps me examine search visibility and the technical implementation supporting it. My SEO services include: - Technical SEO audits - On-page SEO - Keyword research - Content strategy - Local SEO - Core Web Vitals optimization - JavaScript SEO - Structured data - AEO - GEO - Search Console analysis - SEO-friendly web development I can work with WordPress, Next.js, React, Django, Laravel and custom-built websites. Recommendations are adapted to the technology instead of being copied from a general checklist. Technical SEO and Development My development knowledge helps me investigate issues involving: - JavaScript rendering - Dynamic metadata - Server-side rendering - Canonical tags - Redirect logic - Structured data - Internal architecture - Core Web Vitals - Image loading - Caching - Mobile performance This can reduce the gap between identifying a technical problem and implementing the solution. Local SEO in Nepal I provide local SEO support for businesses targeting Kathmandu, Lalitpur, Bhaktapur, Pokhara, Butwal, Chitwan, Biratnagar and other relevant locations. Local SEO work can include keyword research, service-page optimization, Google Business Profile recommendations, location content, local structured data, internal links and conversion improvements. AEO and GEO Optimization I help organize website content so that important information is direct, clear and connected with a recognizable author or business. This includes direct answers, question-based headings, author information, structured data, internal entity relationships and content that demonstrates genuine expertise. International SEO Support I can provide remote SEO support for businesses in Australia, the United States and other international markets. International campaigns should use market-specific research, customer terminology, local competition and genuine service availability. A strategy developed for Nepal should not be copied directly into another market. Transparent SEO Recommendations My recommendations explain: - What the issue is - Why it matters - Which pages are affected - How it can be fixed - How important the task is - How the result should be measured The objective is to prioritize meaningful actions instead of increasing the length of an audit with minor warnings. Request an SEO Assessment Choosing the best SEO specialist in Nepal should begin with an assessment of your website, market and business objectives. An SEO assessment can help determine: - Why important pages are not ranking - Whether search engines can crawl and index the website - Which keywords have commercial value - Which content should be improved - Whether pages are competing with one another - How local SEO can support the business - Whether website speed is limiting performance - Why visitors are not becoming leads - Which tasks should be prioritized - How SEO performance should be measured If your website receives impressions without clicks, attracts traffic without enquiries or has technical and indexing problems, I can help identify the appropriate next steps. Contact me with your website URL, primary services, target locations, current SEO problem and business objective. I can assess whether you need technical SEO, local SEO, content optimization, Core Web Vitals, AEO, GEO, website development or ongoing SEO support. Frequently Asked Questions What is an SEO specialist in Nepal? An SEO specialist in Nepal is a professional who improves a website's organic search visibility through technical SEO, keyword research, content optimization, local SEO and performance monitoring. The specialist should connect search visibility with relevant traffic and measurable business outcomes. How do I choose the best SEO specialist in Nepal? Evaluate technical knowledge, search intent expertise, communication, implementation capability, local market understanding and relevant evidence. Avoid selecting a provider only because they offer the lowest price or guarantee a specific ranking. What services does an SEO specialist provide? An SEO specialist may provide technical audits, keyword research, on-page optimization, content strategy, local SEO, internal linking, Core Web Vitals, structured data, AEO, GEO and Search Console analysis. The required services depend on the website's condition and business goals. What is the difference between an SEO specialist and an SEO agency? An SEO specialist may work directly with the client and personally complete the main work. An SEO agency may provide a larger team covering content, development, design, analytics and digital public relations. Should I hire an SEO freelancer in Nepal? An SEO freelancer may be suitable if you want direct communication, a flexible scope and specialized attention. Review the freelancer's skills, experience, implementation process, reporting and availability before making a decision. How long does SEO take to show results? The timeframe depends on the website's technical condition, competition, existing authority and scope of work. Some technical changes may be processed relatively quickly, while meaningful growth in competitive results can require several months. Can an SEO specialist guarantee first-page rankings? No responsible SEO specialist can guarantee a first-page or number-one ranking. Search results depend on algorithms, competition, relevance, authority, location, website quality and search intent. What is the difference between SEO, AEO and GEO? SEO improves organic search visibility, AEO organizes information for direct answer experiences and GEO improves clarity and credibility for generative search platforms. The three approaches are strongest when used together. Do small businesses in Nepal need local SEO? Local SEO can help small businesses appear when nearby customers search for services, products and professionals. It is particularly useful for businesses that depend on calls, visits, appointments, directions and location-based enquiries. Can an SEO specialist in Nepal work with international businesses? Yes. Technical SEO, content optimization, AEO, GEO, reporting and website development can be delivered remotely. The strategy should reflect the target country's customers, language, locations, competition and commercial requirements. How much do SEO services cost in Nepal? The cost depends on the website's size, technology, competition, target market and required deliverables. A one-time audit, local SEO project and ongoing monthly campaign require different levels of work. Can SEO help my business generate more leads? SEO can attract customers searching for relevant services, but traffic alone does not guarantee enquiries. The website also needs useful content, credible evidence, strong performance, clear calls to action and a reliable conversion process. What information should I provide before requesting SEO services? Provide your website URL, target locations, primary products or services, main competitors and current SEO problem. Google Search Console and analytics access can help connect recommendations with actual performance. Final Thoughts The best SEO specialist in Nepal is not necessarily the provider with the largest package, lowest price or strongest ranking promise. The right specialist understands your website, customers, technology and business objectives. An effective SEO strategy should make the website easier for search engines to process and easier for potential customers to use. It should connect technical SEO, content, local visibility, AEO, GEO, website performance and conversions within one practical plan. If your website is not ranking for important services, receives impressions without clicks or attracts visitors without enquiries, contact me to discuss your website and organic growth goals.