Whether you are a Search Engine Optimization (SEO) professional or you are anyone who is in a position where they need to convince a decision maker of the value of SEO, this article has everything you need.
Converting SEO “non-believers” and overcoming objections has never been easier. Some say the “proof is in the pudding”, and they’re right on the money. Case studies abound, it’s just a matter of getting a few under your belt.
Let’s face it; your boss, potential clients, or existing business relationships have all been oversold and overpromised on the power of search engine optimization over the years. And promises made in the early days of SEO have left an ever-long-lasting bad taste in many people’s mouths.
Before anyone is able to get someone to drink the SEO Koolaid, there are going to be objections.
Let’s take a look at some of the most obvious reasons why SEO is not a sideshow attraction, but is instead a practice that must be implemented for the success of any online initiative.
“Why do I need SEO?”
Here are a handful of rebuttals that should make up your first line of SEO-advocating discussion when it comes to “selling” SEO to any decision maker.
1. The Effect of Referral Traffic on Revenue
There will always be a direct correlation between referral activity and your SEO link building endeavors; without search engine friendly content distribution efforts, most brands would be invisible, and it’s easy to point to SEO as the cure to flat campaigns to prove this.
2. Monthly Data
Year over year, a brand must protect its position (or try to heighten it). This means that regular work is necessary –SEO work to put it finely. A regular SEO effort builds audiences, but it also maintains them. It’s like tilling a garden, and you can’t just till a garden when you want it to bear fruit; it’s an ongoing practice. A dip in organic search traffic or referrals from other websites means you’re not doing it right, or you’re not doing it enough. There is plenty of data out there which supports this if you simply look for it.
Just keep in mind that monthly data could be influenced seasonally, so be sure to look at each year as a whole and create marketing strategies that are aligned with your company goals.
3. Click Attribution
Google has made the comparison of “first click” and “last click” impact pretty simple. While most people might assume that a conversion took place because of the last click a website visitor made, this may not necessarily be the case.
SEO could very well bring a horse to water, but it is important to understand what made it drink. Conversions on your company website might be the result of a number of factors from SEM ads triggered by a search of brands, to directly visiting a website without search at all because they are familiar with the brand already. It is important to decipher what factors result in a website conversion or sale so you can repeatedly leverage them in the future.
4. Organic Traffic’s Effect on the Bottom Line
Establishing the importance of SEO-related organic traffic along side direct and SEM related activities is a must. Seek trends and dig into website analytics information with a view to the investment required to create positive results. Rinse, and repeat.