What’s the best way to position SEO as an investment vs. a cost in budget discussions?
SEO should be positioned as an investment because it drives long-term growth and visibility, unlike one-off expenses that offer no future return. By enhancing your site’s organic search presence, SEO contributes to sustained traffic and leads, making it a strategic asset rather than a mere cost.
Why This Matters
When you’re in a budget meeting, it’s easy for SEO to be seen as just another line item. Many execs still view it as a cost because it doesn’t produce immediate results like a PPC campaign. But here’s the catch: SEO builds over time. Imagine you’re a SaaS company. You invest in SEO, and over the months, your organic traffic grows. That means more leads without increasing your ad spend. It’s like planting a tree. It takes time to grow, but once it does, it bears fruit for years.
SEO isn’t just about getting to the top of Google for the sake of it. It’s about establishing authority, building trust, and creating a sustainable online presence. When done right, it can significantly reduce your dependency on paid advertising. And that’s something every CFO should love.
Steps to Position SEO as an Investment
To change the conversation from cost to investment, you need a strategy. Here are a few steps to get you started:
- Show Long-term ROI: Present case studies or data showing how SEO has improved rankings and led to increased revenue over time. Numbers talk.
- Highlight Cost Savings: Compare the cost of maintaining SEO with the cost of ongoing PPC or other paid channels. Over time, SEO often proves more cost-effective.
- Use Competitor Analysis: Show how competitors leveraging SEO are gaining market share. No one wants to be left behind.
- Focus on Brand Authority: Explain how consistent SEO efforts build brand authority and trust, which are invaluable.
- Leverage Analytics: Use analytics to demonstrate how organic traffic leads to conversions. Show them the pipeline.
Once you’ve laid it out, the penny usually drops. SEO is a long game, but one that pays off handsomely if played right. So, the next time you’re in a budget meeting, arm yourself with these points. You’ll find it much easier to get buy-in.
Let’s Be Real
SEO isn’t sexy. It doesn’t have the instant gratification of a viral social media campaign. And yes, it takes time. But that’s precisely why it’s an investment. You wouldn’t expect a new hire to revolutionise your company overnight, would you? Think of SEO as a long-term employee who consistently delivers.
If you’re still on the fence, maybe it’s time to consult with a search engine optimisation expert. They can help you understand the nuances and tailor a strategy that aligns with your business goals. In the end, it’s about smart allocation of resources. Do you want to spend on short-lived gains, or do you want to invest in something that can grow your business sustainably? The choice is yours.