You are responsible for marketing at your company. Digital strategy is an key element of your lead generation strategy. However, you are also blogging, email marketing, social media posting, hosting events and organizing print media. How can you find the time to sharpen your PPC and SEO skills? What about analytics? You need help, like, yesterday.
Before you can convince your boss that you need help – whether in the form of a dedicated SEO specialist employee or a digital marketing agency partner – you need to prepare to answer the questions they are sure to ask. Here are three things about SEO that your boss wants to know and how to address them.
1. How will SEO bring in revenue?
Marketing and search engine optimization (SEO) go together like peanut butter and jelly. One will work without the other, but they are just so good together. SEO is a digital marketing strategy that supports other marketing activities. Much like how a delicious jelly will amplify your peanut butter sandwich. Hungry yet? I digress.
SEO leads have a close rate of 14.6%. That’s an 8x better conversion ratio than outbound sourced leads through sales tactics and cold calling.
If stats aren’t your boss’s thing, then present this…
Do you collect leads from your website?
Do you want phone calls from people asking about your product or service?
How will buyers find you online if Google doesn’t know you exist?
Drop the mic.
In all seriousness, SEO positions your brand/website as a trusted source in the form of prominent rankings for the search terms you value most. After all, nearly 32% of all clicks go to the top organic search result, which is prime real estate. And that doesn’t happen by accident. It takes strategy and specialist time dedicated to building your website authority through technical SEO, backlinking strategies, content production and much more. It almost takes a village.
When Will We See Results?
The art is keeping up with emerging trends, constantly optimizing for improvement, evaluating market saturation and competition. SEO specialists are creative scientists!
That being said, it can take anywhere from a few months to a year or years to see the results you want. The key is defining success at the start and agreeing to adjust the goals over time. Without it, you can do everything right, but you’re just waiting for results to be reflected in the search engines.
We understand that bosses need numbers and results to justify spend. Working to define success depends on your overall marketing strategy and what drives revenue.
Is it website visitors?
Calls and form submissions?
These are all valid ways to measure SEO success, the trick is to understand what’s going to drive ROI.
How Much Does it Cost?
Return on investment is determined by how you’re investing in SEO. Whether that’s a full-time employee’s salary or digital marketing agency fees. SEO work should be held accountable for success and failure.
Too often, a friend of a friend knows someone who works on SEO for hundreds of dollars a month. That might work for a small local business, but companies looking to grow and mature should consider the cost of not doing SEO.
With a full-time employee you are likely to spend $40,000-$60,000 per year in salary and overhead. For this same range, you could get a digital marketing agency team of at least 4 experts working on your site. The differentiator here is the level of expertise, reporting capabilities and ability to provide strategy.
Which direction you go all depends on your outsourcing culture and marketing strategy.
Digital marketing agencies benefit from economies of scale to provide robust reporting through enterprise tools. A good to great agency should provide the following:
- Keyword research reports
- Keyword rankings
- Keyword movement
- Conversion value reports
- Search volume
- Competition analysis
- Competitor rankings
- Website audit reports
- Link building reports
Prepare for the Unexpected
Get your ducks in a row. Gather this data so you can show how you currently rank.
Perform a Google search of the phrases your customers use to find you.
- Are you ranking in search engines for your main keywords?
- Do you show up on page 1? If not, what page are you on?
Look up your backlink profile on www.majestic.com
- How many backlinks have you earned?
- How many do your competitors have?
Review your website on http://website.grader.com
- Does your site meet technical standards? (no broken links, titles and meta descriptions, etc.)
- How fast does it load?