What are the best internal analogies to explain SEO’s value to execs?

SEO is like the foundation of a building; it supports everything above it. Without a solid SEO strategy, your online presence is shaky, no matter how stunning your website looks. Think of SEO as the GPS for your website, guiding potential customers straight to your digital doorstep.

Why Explaining SEO Matters

Explaining SEO to execs can feel like trying to describe the colour blue to someone who’s never seen it. They might see the results but not understand the mechanics. And let’s face it, SEO isn’t the sexiest topic at the boardroom table. Yet, it’s essential. Without it, your website is like a billboard in the Karoo — visible to only a few passersby.

Take a B2B SaaS company, for instance. They might have a killer product and a slick website. But if their SEO is weak, they’re invisible to potential clients searching for solutions online. SEO is about making sure your business is in the right place at the right time. It’s the difference between being a hidden gem and being a market leader.

Analogies That Stick

When you’re explaining SEO to execs, you need analogies that resonate. Here are a few that might help:

• SEO is like a librarian: Imagine your website as a book in a massive library. SEO is the librarian who knows exactly where your book is and guides readers to it. Without SEO, your book could be lost on a dusty shelf.

• SEO as a garden: Think of SEO as gardening. You plant seeds (keywords), water them regularly (optimise content), and over time, you’ll see growth (traffic and rankings). Neglect it, and weeds (competitors) will take over.

• SEO is a fitness regime: You can’t just hit the gym once and expect to be fit forever. SEO requires consistent effort. Regular updates and tweaks keep your website in top shape, ready to outperform competitors.

• SEO as a map: Imagine your website as a treasure chest. SEO is the map that leads customers to the treasure. Without it, they might never find you.

These analogies aim to demystify SEO, making it relatable and tangible. Once execs see the parallels, they’re more likely to appreciate its value.

Bringing It All Together

SEO isn’t just about algorithms or keywords. It’s about visibility and relevance. Execs need to understand that SEO is an ongoing investment. It’s not a one-off project. It’s a commitment to being found by the right people at the right time.

Think of a search marketing agency as your personal trainer in the digital world. They’re there to guide, optimise, and ensure you’re on the right path. They help you get better rankings and stay ahead of the competition. Without their expertise, you could be wasting time and resources on ineffective strategies.

In the end, SEO is about more than just rankings. It’s about creating a seamless path for potential customers to find and engage with your brand. It’s about building a strong foundation that supports all your digital marketing efforts. And once execs see it that way, they’ll understand why it’s worth every cent.