Your Business Case for Search Engine Optimization (SEO)

One of the biggest challenges companies and their agencies have with search engine optimization is around quantifying its value. SEO dominance absolutely requires resources, commitment and patience, so it is crucial to think about the business case when determining how much to dedicate to its success. And, if you are not out there to dominate, why bother?

Here are a few rules of thumb when building your business case for search engine optimization:

SEO customers are your “best” customers – There is a reason why leads from search engines have a 14.6% close rate vs. a 1.7% close rate from traditional outbound leads (i.e., direct mail). The Internet is chock-full of engaged, pre-qualified customers who are actively searching for the products and services your company is offering. An investment in search engine optimization puts your company directly in front of the 64% of people who use search to influence their I-want-to-buy moments.

Location, location, location – think of your listing with relevant search terms the same as an investment property..location is key. Google and other search engines are constantly improving their algorithms to ensure that 1st page listings are the most relevant results. In fact, 75% of people never scroll past the first page, and nearly 80% of people ignore paid search, choosing only to click on organic listings and blog posts. With more than two billion websites competing for a customer’s attention, Google needs to keep their 76% search engine marketing share by consistently delivering information to users quickly and accurately.

Organic search value can absolutely be quantified – each keyword search term has a value, based on a metric that combines several business rules including popularity and results position. The value for a specific listing can be established by knowing the paid cost per click (CPC) of that keyword search term and multiplying that number by the average monthly visitors for a given 1st page position in Google search engine results. This is arguably the most powerful metric to building your SEO business case model, and a key deliverable by the My SEO Edge team.

Remember, it’s a marathon, not a race – we are definitely in the “I want it now” generation, but the fact is that an effective search engine optimization strategy requires work. A seed does not grow into a fully grown tree overnight; it takes time and nurturing to achieve health and maturity. Consistent content updates, backlink influencers, reputation management and site maintenance are among the key drivers to establishing and maintaining SEO dominance.

With 93% of online experiences beginning with a search engine, SEO continues to be a necessary focus for companies wanting to maximizing their marketing budgets. While 61% of businesses say that they are focused on growing their search engine optimization efforts, quantifying the benefits from search engine optimization will be a vital component to helping identifying its priority over other initiatives to gain and retain your most valuable customers.