What do I do if execs think SEO is “too slow” compared to paid media?

If execs think SEO is “too slow” compared to paid media, highlight SEO’s long-term benefits such as sustainable traffic growth, cost efficiency, and increased brand credibility. Explain that while paid media offers quick results, SEO builds a lasting foundation that drives organic traffic and reduces dependency on paid channels. Use case studies or data to demonstrate SEO’s value over time.

Why SEO’s Pace Matters

Let’s face it, execs love quick wins. Paid media, like Google Ads, can deliver immediate traffic and leads. It’s like turning on a tap. You pay, and the water flows. SEO, on the other hand, is more like planting a garden. It takes time to see the fruits of your labour.

In a B2B or SaaS context, this can be tricky. Imagine a software company launching a new product. Paid ads can generate buzz and sales quickly, but once the budget dries up, so does the traffic. SEO, however, nurtures organic growth. It builds authority and trust over time. When done right, it can lead to a steady stream of qualified leads without the ongoing cost of ads.

Steps to Reframe the SEO Conversation

If you’re facing scepticism, here’s a simple plan to shift perspectives:

• Educate with Data: Show how SEO impacts the bottom line. Use analytics to demonstrate organic traffic growth and conversion rates over time. Compare this with the cost and ROI of paid campaigns.

• Highlight Long-Term Gains: Explain that SEO is an investment. Unlike paid media, its benefits compound. Once you rank well, you’re not paying for every click. Over time, this reduces customer acquisition costs.

• Case Studies: Share success stories. Find examples of companies that have thrived through a strong SEO strategy. Real-world results can be persuasive.

• Set Realistic Expectations: Be honest about timelines. SEO isn’t magic. It takes months to see significant changes. Setting clear, achievable goals can help manage expectations.

• Integrate with Paid Media: SEO and paid media can work together. Use paid ads for quick wins while SEO builds the foundation. This hybrid approach can satisfy execs’ need for speed and long-term growth.

Once you’ve laid this groundwork, execs might see SEO as less of a slowpoke and more of a strategic asset.

The Bigger Picture

It’s tempting to chase shiny objects. Quick wins. Instant results. But marketing isn’t just about speed. It’s about sustainability.

SEO isn’t a sprint. It’s a marathon. And in business, marathons often win the race. If you’re looking to get better rankings and reduce reliance on paid channels, consider hiring a search engine optimisation expert.

Remember, every great strategy takes time. And patience. Convincing execs of this might be your first test. But once they see the results, they’ll understand why SEO is worth the wait.