There’s no escaping the fact that boosting your website’s online visibility costs money. As with any changes to a company page, there are costs, and the larger the page the larger the investment. This means that managers need to be able to understand the clear benefit to sign off any changes, and this means that there needs to be a solid business case for doing so.
SEO recommendations can often be a little nebulous, with unclear benefits promised at some point down the line, maybe. What needs to be done is for these benefits to be pinned down and expressed in clear language. This means that the first step is identifying the areas of a site that need improving. Is it conversions that need boosting? Is it simply the ranking on the page? Or are the SEO recommendations part of a larger branding strategy?
By doubling down on the metrics you are looking to improve, it is much easier to translate the business case in a succinct manner and convince those with hands on the company purse strings that these are things that need actioning.
If this isn’t enough, then forecasting can prove valuable. Simply put, forecasting SEO benefits is similar to forecasting future revenue. You make an educated guess from a range of variables to assess the potential uplift in results from carrying out an SEO strategy. This lets budget holders understand the case in language familiar to them and gives everyone on the leadership chain confidence that they are not entering the process blind.
SEO can take a while to work, and the results can initially be unclear, especially when carried out in tandem with other digital marketing tactics. That means that by offering an educated forecast of the results and concentrating on the metrics you are looking to improve, you can fashion a compelling business case for your organisation to implement a bespoke SEO strategy. Just make sure you package the results in a compelling manner and make it clear that you have a firm grasp of the analytics and the numbers and your internal stakeholders will soon be backing you all the way!
Get in touch with LS25 Web Design today for more guidance on SEO.