Pitching a desirable outcome is the easy part
Posted: Thu Jan 23, 2025 5:28 am
of the process, but you need to be able to sell it to get enough likes. Explaining how and why you believe your proposed solution (investing in SEO) will lead to the proposed outcome will be vital, and you'll need data to back it up.
For example, let’s say you work in e-commerce. You look at your Google Ads account and discover that you’re currently targeting 20 keywords in Google Ads to the tune of $15,000 per month. Looking at your Google Analytics data, you see that, on average, this traffic is responsible for $40,000 per month in sales.
If you can rank organically for these keywords with SEO, you can get that traffic for 'free'. See?
Better yet, because most pages that rank organically in the top 10 for a keyword are also running chief vp compliance email list for hundreds of other keywords aligned with your brand, organic ranking will likely lead to more sales than ads.
You can explain this point to your boss by plugging the top-ranking page for each of your target keywords into Ahrefs’ Site Explorer and checking the traffic value metric for your community – and this is the estimated “value” of the page’s monthly organic search traffic!
why invest in seo
In other words, for the above page, you would need to spend an estimated $43,500 per month on Google Ads to get the traffic that you will convert organically for 'free'.
You could even use these numbers to estimate the potential revenue increase from investing in SEO and then present it to your boss. Explaining things this way shows that you've done your homework and that your proposal isn't just a 'pie in the sky'. It has tangible results!
Step 3. Create a roadmap
Don’t skip this step whenever you can. Assuming your boss is convinced by your solid presentation and research, the next thing he or she will want to know is how you’re going to get from A to Z. It’s often easy to get bogged down in SEO jargon at this point, so you’ll need to find ways to keep him or her focused on the bigger picture.
For example, let’s say you crawl your site with Ahrefs’ Site Audit and find some technical SEO issues. Don’t give your boss a 30-minute lecture on how your site’s step-by-step navigation is causing duplicate content issues that need to be fixed with proper canonicalization—you’ll probably see his eyes glaze over as if you’ve started speaking a foreign language.
If you want to keep them on your side, keep things simple. In this case, that might mean showing them how your lift score compares unfavorably to your direct competitor.
image9 1
You're only looking for two things here:
What you are going to do and why (keep it high level)
What resources will you need?
Resources include employees, freelancers, tools – anything you need to execute your roadmap.
If you need to hire new employees or freelancers, it’s also worth considering and explaining who will be managing and training those people. You want to show your boss that you have everything figured out and that your plan for them to invest in SEO is realistic. Stand out!
For example, let’s say you work in e-commerce. You look at your Google Ads account and discover that you’re currently targeting 20 keywords in Google Ads to the tune of $15,000 per month. Looking at your Google Analytics data, you see that, on average, this traffic is responsible for $40,000 per month in sales.
If you can rank organically for these keywords with SEO, you can get that traffic for 'free'. See?
Better yet, because most pages that rank organically in the top 10 for a keyword are also running chief vp compliance email list for hundreds of other keywords aligned with your brand, organic ranking will likely lead to more sales than ads.
You can explain this point to your boss by plugging the top-ranking page for each of your target keywords into Ahrefs’ Site Explorer and checking the traffic value metric for your community – and this is the estimated “value” of the page’s monthly organic search traffic!
why invest in seo
In other words, for the above page, you would need to spend an estimated $43,500 per month on Google Ads to get the traffic that you will convert organically for 'free'.
You could even use these numbers to estimate the potential revenue increase from investing in SEO and then present it to your boss. Explaining things this way shows that you've done your homework and that your proposal isn't just a 'pie in the sky'. It has tangible results!
Step 3. Create a roadmap
Don’t skip this step whenever you can. Assuming your boss is convinced by your solid presentation and research, the next thing he or she will want to know is how you’re going to get from A to Z. It’s often easy to get bogged down in SEO jargon at this point, so you’ll need to find ways to keep him or her focused on the bigger picture.
For example, let’s say you crawl your site with Ahrefs’ Site Audit and find some technical SEO issues. Don’t give your boss a 30-minute lecture on how your site’s step-by-step navigation is causing duplicate content issues that need to be fixed with proper canonicalization—you’ll probably see his eyes glaze over as if you’ve started speaking a foreign language.
If you want to keep them on your side, keep things simple. In this case, that might mean showing them how your lift score compares unfavorably to your direct competitor.
image9 1
You're only looking for two things here:
What you are going to do and why (keep it high level)
What resources will you need?
Resources include employees, freelancers, tools – anything you need to execute your roadmap.
If you need to hire new employees or freelancers, it’s also worth considering and explaining who will be managing and training those people. You want to show your boss that you have everything figured out and that your plan for them to invest in SEO is realistic. Stand out!