Communicating the Value of SEO Beyond Traffic and Leads
When it comes to SEO, it’s not just about driving traffic and leads. It’s about so much more. But how do you communicate that value to your senior management team in a way that truly resonates?
First and foremost, it’s important to align SEO efforts with the overall business goals of the company. Look beyond just the current marketing goals and initiatives and focus on the big picture. What are the core business objectives that the company is striving to achieve? How can SEO play a role in empowering the company to meet those goals?
For example, if your company’s goal is to expand into new markets, you can demonstrate how organic search activity directly contributes to this expansion. By analyzing data on search trends in new markets and user behavior on the SERPs and your website, you can show how SEO is helping the company reach its key performance indicators.
Additionally, emphasize how SEO can improve efficiency by fostering collaboration among different teams. SEO never works in isolation; it intersects with various marketing channels and website aspects, bringing teams together to work towards common goals. Highlight how this collaboration enhances the company’s overall efficiency and effectiveness.
Furthermore, discuss how SEO supports growth and prepares the company for the future. Whether it’s launching a new brand or planning for international expansion, SEO plays a critical role in ensuring visibility and competitiveness in the digital landscape. By leveraging SEO insights to anticipate future trends and developments, you can position your company for success in an ever-evolving market.
Ultimately, when communicating the value of SEO to senior management, focus on the broad impact that SEO has across the entire organization, not just in terms of traffic and leads. By showcasing how SEO contributes to strategic business objectives, efficiency improvements, and future growth opportunities, you can make a compelling case for the importance of SEO within your company.
And remember, when all else fails, you can always use the value you bring to the table as leverage for that well-deserved pay rise.
Transcription by Speechpad