Do you need assistance persuading your bosses to devote more funds on organic search? Here are 11 ways to show your management the benefits of SEO.
SEO is effective, but your supervisor isn’t aware of it. What would it take for you to persuade your superiors of its worth?
SEO Malaysia has come up with 11 approaches to assist you persuade your bosses to devote more funds to organic search.
1. Stress the Importance of Cumulative Growth
The biggest selling factor of SEO is something that applies to the majority of inbound marketing in general: it provides the opportunity for cumulative development.
Most marketing initiatives, particularly those that are outbound, have transient effects. A PPC campaign yields results immediately, but the moment you stop spending money on PPC, your supply of leads disappears.
With SEO, this is not the case. There is some validity to the assumption that if you get a top page listing for a certain keyword, you can expect to keep that place for quite some time; without any more effort. Rankings may decline over time as new rivals join the market.
Of course, if you’re attempting to acquire buy-in, pitching the concept in terms of rankings wouldn’t be the best strategy.
However, you may persuade them to consider spending $1 now to increase their monthly income by 10 cents. Tell them that dollar will have a return on investment (ROI) of 1.2 after one year, 2.4 after two years, 3.6 after three years, and so on.
Make this the main focus of your buy-in approach, and use solid evidence to back up your claims. It will become clear very soon that investing in SEO is a wise move for optimising ROI.
2. Debunking SEO Myths
Business executives often approach the topic of SEO with some assumptions.
Be aware of the following myths and be prepared to dispel them, preferably before they even mention them:
SEO isn’t a sort of marketing that is inherently spammy or unethical. In actuality, SEO tactics are more successful if you adhere to the standards established by search engines.
Marketing is SEO. No matter how crucial a technological basis is to the discipline, it is crucial that it be presented and handled as such.
In contrast to popular belief, effective SEO tactics rely significantly less on Google and the other search engines. They are resistant to their whims.
3. Alert them about actions that might result in penalties
Although it may seem cynical, there is a lot of truth in the statement that people are more likely to pay attention to a danger than an opportunity.
An e-commerce firm may slip into a manual action due to ignorance of SEO. Paying for links, producing duplicate material, permitting site hacking, enabling user-generated content to degrade the quality of the information, and similar missteps may all lead to this.
Algorithmic filters may target websites that were just unaware of search engine standards, but human actions often only occur in situations of purposeful efforts to alter the search result.
Although these instances are rather uncommon, you emphasise the benefits of using SEO expertise by cautioning against the risks of duplicate content, purchased links, and related problems.
4. Reference current organic search data
In an e-commerce firm, pointing out how much money the search engines are already bringing in may be a wonderful way to attract an executive’s attention.
Financial reports from businesses often ascribe all revenue to ongoing marketing initiatives, treat the actual workings of the processes as a mystery, and concentrate only on the ROI in terms of money in and dollars out.
You can highlight the real ROI of their existing marketing initiatives by helping them unpack the channels and demonstrating how much of their revenue comes from search, which they may not even be spending in. It must be far lower than a black box approach would indicate.
Then, you may take advantage of the situation to urge them to spend more money on organic search, which is currently profitable for them without any further expenditure.
5. Predict the Results of Competitor Searches
Everyone detests losing to the opposition. There are techniques to estimate how much value an opponent is getting from organic search traffic even if it’s hard to evaluate it precisely.
Using a service like SEMrush, you can calculate how much traffic a rival is receiving for certain keywords. Additionally, it will calculate the traffic’s estimated monetary worth.
Additionally, you may show that your rivals are utilising SEO expertise to attain these outcomes by citing obvious efforts such link building and keyword use.
This kind of competitive analysis makes it more obvious that SEO is a valid strategy that delivers tangible outcomes.
6. List any side advantages.
Because SEO seems to be heavily reliant on search engine activity, which they have little influence over, one of the primary reasons a company professional could reject investing in SEO is that it looks so uncontrollably dependent. It makes sense for leaders to steer clear of corporate plans that rely heavily on outside factors.
This is why it’s crucial to emphasise what SEO procedures genuinely include.
Market research also includes keyword analysis.
Additionally to generating referral traffic and increasing brand exposure, link development.
Content marketing, list building, and relationship marketing are all terms used to describe creating content for search engines.
Emphasize the significance of SEO as a whole and the advantages it has for activities other than searching.
7. Describe How SEO Affects the Entire Funnel.
An e-commerce executive who isn’t very knowledgeable about SEO could believe that investing in organic search is unnecessary if they are currently ranked for their brand name.
This is not at all unusual and shows how deeply established the sales funnel idea is in the SEO’s head. When a searcher may not even be acquainted with your brand name, SEO enables you to capture demand. Additionally, it may be utilised to assist leads as they go through the funnel’s phases.
Make it very apparent that there are several options to satisfy demand and that these chances are unrelated to whether or not customers can locate a website by typing in the brand name.
8. Make A Very Detailed Game Plan
If you don’t approach executives with a thorough and well-thought-out strategy, they won’t take you seriously when you guarantee them the importance of SEO. Gaining support requires more than just praising SEO; it also requires clearly articulating the resources you need and why they are necessary.
Your game plan has to contain very precise objectives, deliverables, resource requirements, and tasks. I’m not advocating that you use the “waterfall approach,” merely that you communicate with management in their language and be explicit about the next steps.
9. Take Care Of The Sales Team
A strategy that thoroughly considers the requirements of the sales staff is more likely to be taken seriously.
Making contact with sales and keeping in touch with them while you create your game plan is a wise use of your time.
10. Highlight SEO errors that have negatively impacted performance
Pointing out actual mistakes and their results is a good method to catch their attention, just as when you warn them about the repercussions.
Develop a strategy for recovery and beyond while keeping an eye on organic search and keeping an eye out for decreases in performance. Attribute such drops to particular activities.
This transforms SEO from an abstract concept to one with very obvious practical ramifications.
11. Display a Proof of Concept to them.
Nothing grabs attention like outcomes.
Use the simplest, least expensive variation of your SEO approach to show what can be accomplished with a little budget.
Instead of seeking their approval, demonstrate what you have accomplished. The greatest strategy to get buy-in is in this manner.
Conclusion
You must persuade management to spend money on SEO in order to establish your worth and make the most of your expertise. Utilize these suggestions to get them to start paying attention.
Read more at Articles Do
