What are common objections to SEO from exec teams and how do I address them?
Common objections to SEO from exec teams include the perceived slow return on investment, lack of understanding of SEO’s impact, and the need for constant updates. To address these, provide clear timelines, demonstrate SEO’s long-term value, and show how it integrates with broader business goals.
Why the Fuss Over SEO?
Executives often view SEO as a mysterious black box. They’re focused on the bottom line, and SEO can feel like a long game with uncertain outcomes. It’s not as immediate as a paid ad campaign where you can see clicks and conversions almost instantly. This is especially true in B2B or SaaS industries, where the sales cycle is already lengthy. The idea of waiting months for SEO to show results can be daunting.
Imagine a SaaS company that’s just launched a new product. The exec team wants to see immediate traction. They might question why they should invest in SEO when they could pump money into paid ads and get quick visibility. The key is understanding that SEO, while slower, builds a sustainable foundation that supports long-term growth and reduces dependency on paid channels.
How to Tackle Objections
When addressing these objections, it helps to have a plan. Here’s how you can tackle them head-on:
- Set Realistic Expectations: Explain the timeline for SEO results. Be upfront about the fact that SEO is a marathon, not a sprint. Use case studies to show how SEO efforts compound over time.
- Show the ROI: Use data to demonstrate the long-term cost-effectiveness of SEO. Compare it to the ongoing costs of paid ads, which stop delivering the moment you stop paying.
- Align with Business Goals: Connect SEO to the company’s broader objectives. Whether it’s brand awareness, lead generation, or customer retention, show how SEO supports these goals.
- Educate the Team: Offer workshops or one-on-one sessions to demystify SEO. The more the execs understand, the more they’ll appreciate its value.
- Highlight Competitor Activity: Show what competitors are doing in the SEO space. No one wants to be left behind, and seeing competitors’ success can be a powerful motivator.
Once you’ve addressed these points, execs are more likely to see the value in SEO. It’s about shifting the perception from a cost to an investment.
The Real Talk About SEO
Let’s be honest. SEO isn’t a magic wand. It requires patience and persistence. You need a solid strategy, and that’s where a search engine optimisation expert comes in. They know the ropes and can help you navigate the complex world of algorithms and rankings.
SEO is like planting a tree. You won’t see it grow overnight, but give it time, and it’ll bear fruit. It’s about building a presence that lasts. So, when execs raise objections, remind them: it’s not just about today’s traffic; it’s about tomorrow’s market share.
With the right approach, you can turn sceptics into SEO champions. And that’s a win for everyone.