Convincing senior management that SEO is one of the most critical elements of a holistic digital marketing strategy that increases organic website traffic – and revenue – can be an uphill struggle.
Although organic traffic drives more than 50% of all website traffic and 57% of B2B marketers say that SEO generates more leads than any other marketing initiatives, organic search remains among the lowest funded priorities when it comes to marketing budget allocation. Many times, digital marketers have to fight for every resource to implement a data-driven SEO strategy to climb up the ranks, which puts SEO projects into cold storage. C-level executives often don’t see – or understand – the value of the channel that brings high-quality traffic, conversions, and revenue.
As a digital marketer, you know the business impact of SEO. While paid search is the fastest route to the top of search results giving you quick wins, there’s a decisive caveat – the minute you stop paying into it, you lose momentum. Not to mention that 70% of users happily scroll past paid listings to see organic results. Ad-blindness has become a real thing – the ever-growing number of people who browse the web with an ad blocker (30% of all internet users, to be exact) shows that organic results tend to convey higher trust than paid ads.
Organic traffic, on the other hand, is evergreen with long-term benefits – what’s more, a commissioned Forrester Consulting study in 2020 found that customers sourced through organic search show greater loyalty and engagement leading to a significant impact on brand reputation and customer lifetime value.
of users happily scroll past paid listings to see organic results
Customers sourced through organic search show greater loyalty and engagement.
And yet, getting financial buy-in from senior management for SEO can feel like one of your toughest assignments.
Why is that?
SEO doesn’t yield instant returns of investment
In any business, the effectiveness of a strategy lies in its numbers. While SEO is the greatest source of incremental traffic propelling ROI long-term, it generally takes time and a certain level of sweat equity for results to materialize – SEO is a marathon, not a sprint. This is exactly why many marketing departments struggle to secure project buy-in from the top and the budget they need to get their SEO strategy off the ground.
If you want to be even remotely competitive in your space, SEO is non-negotiable. Considering that SEO is a $80 billion industry driving millions of visitors to websites each month, your C-suite will want to invest in SEO, you just need to give them reasons (and the right numbers) to do so.
Organic search needs to be on your A-list of marketing channels. In this guide, we will show you how you can build a compelling case for investment in SEO and communicate the reasoning behind your choices towards senior management.