Building a Business Case for SEO

Strategies for Securing Buy-In:

1. Demonstrating Value with Data

To secure buy-in, use data to demonstrate the value of SEO . This involves using forecasting, ROI analysis, and historical data to show past successes and predict future outcomes. For example, by calculating the return on investment (ROI) of previous SEO efforts, you can clearly show how SEO has positively impacted your business. A practical approach is to remove branded traffic from your calculations to focus on non-branded traffic, which is more directly influenced by SEO efforts. Using Google Search Console data, you can filter out branded terms and calculate the increase in non-branded traffic, providing a clearer picture of SEO’s true impact.

Knowing Your Audience

Tailoring your pitch to your audience is crucial. Senior executives and budget holders are more likely to be interested in the financial implications and overall business impact rather than the technical details of SEO. Focus on how SEO can drive revenue and improve the bottom line. Use numbers to simplify your argument and make it more persuasive.

Understanding SEO: From Strategy to Execution

SEO is a multifaceted discipline that demands careful planning and strategic thinking. The journey begins with a comprehensive audit and analysis, paving the way for a structured approach to implementation. In our recent webinar, we delved into the intricacies of SEO planning, execution, and the inevitable roadblocks that come with it. Here’s a recap of the key points discussed:

Timeframe for Results

When embarking on an SEO project, it’s crucial to set realistic expectations for when results will start to show. Typically, you can expect to see noticeable changes between six weeks to three months. However, this can vary; some results might appear sooner, while others may take longer. It’s essential to factor in these timelines when planning your growth strategy. Additionally, consider any significant upcoming projects that could influence these timelines. For instance, a website redesign that changes the URL structure could impact your ranking and delay results. Understanding your competition’s current standing and growth trajectory also provides context for your expected growth.

Considering External Influences

External activities, particularly from other marketing channels like PPC, can impact your SEO efforts. Since PPC and SEO often compete on the same results page for the same queries, ensure there’s no cannibalisation. Furthermore, anticipate any big marketing pushes, product launches, or service introductions throughout the year, as these can surge search volumes and influence your SEO outcomes.

Creating a Compelling Business Case

A business case is your opportunity to showcase the value of your SEO project to decision-makers. This is often your only shot to convince them, so it’s vital to include all necessary information for an informed decision. Here are some elements to consider:

– Alignment with Business Goals: Connect your project objectives to the wider business goals. If the business aims to increase revenue from a specific client type, demonstrate how your SEO efforts will contribute to this goal.

– Clear Objectives and Outcomes: Define what you want to achieve and the expected outcomes. This clarity helps decision-makers understand the potential return on investment.

– Supporting Data: Use industry case studies, company data, and external sources to back up your claims. For example, case studies like “Milliseconds Make Millions” by Deloitte  can help illustrate the potential impact of improving page speed on conversions and revenue.

– Resource and Time Requirements: Be upfront about the resources needed and the level of involvement required from various team members. This transparency helps set realistic expectations.

– Identifying and Mitigating Challenges: Anticipate potential roadblocks and provide solutions in advance. This preparedness demonstrates thorough planning and can alleviate concerns from decision-makers.

Using Industry Case Studies

Industry case studies can be particularly persuasive. They offer real-world examples of how specific strategies have led to significant results. For instance, the Deloitte study on page speed improvements shows a correlation between faster load times and increased conversions and average order value (AOV). While these results may seem optimistic, they provide a benchmark for what could be achieved.

Emphasising the Cost of Inaction

Sometimes, flipping the narrative can be effective. Instead of only highlighting potential gains, underscore the risks of not taking action. Show how competitors are growing and what it might cost your business if you fall behind. Competitive analysis tools like SEMrush or Ahrefs can help illustrate this by showing share of voice and traffic comparisons.

Making Stakeholders Advocates

Your success is their success. By making stakeholders look good, you turn them into your advocates. Understand their career goals and how your project can help them achieve these. If they see the project as a way to advance their position, they’ll be more likely to support and push for its success.

Key Takeaways

– Know Your Audience: Tailor your presentation to the decision-makers. Focus on the numbers if they are data-driven or provide detailed explanations if they prefer depth.

– Let Data Do the Heavy Lifting: Use clear, concise data to support your case. Numbers often speak louder than words.

– Create Compelling Business Cases: Ensure your business case is comprehensive, addressing all necessary points to make an informed decision.

– Turn Stakeholders into Advocates: Make stakeholders look good and align your project with their career goals to gain their support.

By following these guidelines, you can effectively demonstrate the value of your SEO efforts and secure the necessary buy-in to drive your projects forward. Investing in SEO is not just about driving traffic; it’s about capitalising on the largest source of search traffic and driving sustainable business growth.

 

Check out our on-demand webinar through this link for further insights on the topic.