What should I include in a business case for SEO to a sceptical executive team?
To convince a sceptical executive team about investing in SEO, your business case should highlight the potential for increased organic traffic, improved brand visibility, and long-term cost efficiency. Clearly demonstrate how SEO can drive measurable results and align with the company’s broader business objectives, using data and case studies to support your claims.
Why SEO Should Be on Your Radar
SEO might sound like a buzzword, but it’s one of the most effective ways to get your business noticed online. Consider this: a B2B SaaS company I worked with saw a 40% increase in organic traffic within six months of implementing a solid SEO strategy. That’s not peanuts.
Executives often question SEO’s value because it’s not as instantly gratifying as paid ads. The truth is, SEO is a long game, but it’s one that pays off. It builds credibility and trust with customers, and it’s far more sustainable than constantly shelling out for ads. Plus, once you’re ranking, the leads keep coming without additional spend. That’s the real magic.
Building Your Case: Key Elements to Include
When crafting your business case, focus on clarity and relevance. Here’s what you should cover:
- Market Analysis: Show the potential reach and demand for your products or services through organic search. Use tools like Google Trends or SEMrush to gather data.
- Competitor Insights: Analyse what your competitors are doing. Highlight gaps and opportunities where your business can outperform them in search rankings.
- ROI Projections: Provide a clear picture of expected returns. Use past examples or industry benchmarks to forecast potential traffic increases and their impact on revenue.
- Resource Requirements: Outline what’s needed in terms of time, budget, and personnel. Be realistic about the commitment required to see results.
- Case Studies: Include examples of companies, preferably in similar industries, that have successfully leveraged SEO to achieve their goals. Concrete evidence can be very persuasive.
These elements form the backbone of a compelling business case. Make sure each point ties back to the company’s strategic goals. This isn’t just about SEO; it’s about growth, efficiency, and staying ahead of the competition.
Making It Personal
Let’s be real. Executives are people, not just decision-making machines. They need to see how SEO fits into the bigger picture. How it aligns with the company’s vision and values. How it can help them sleep better at night knowing their marketing strategy is robust and future-proof.
Speak their language. Use terms they care about: ROI, market share, brand authority. And don’t shy away from using a bit of storytelling. Remember, SEO isn’t just about keywords and algorithms. It’s about connecting with people who are looking for what you offer.
And if you’re struggling to pull it all together, consider reaching out to a top seo agency. They can provide the expertise and insights needed to build a solid case. After all, sometimes it takes an outsider’s perspective to see the full potential.
So, get that business case ready. Show them why SEO deserves a spot at the table. And watch as those sceptics turn into believers.