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SEO Benefits: Convincing the Bosses
Whether you are part of an SEO firm and want to get big companies as your client or part of the in-house web design team of a big company, you probably know how important it is to convince the big boss(es) in order to get funding for website improvements. Although SEO is proven to be effective the problem with selling SEO to the big bosses of old companies is that most are so used to traditional means of advertising and might not easily subscribe to the benefits of SEO. To be able to convince your boss of the need for SEO there are several things you should include as part of your presentation/proposal.
- Website analysis - Gather data from the website and show the actual performance of the site. Point out how and where the website can benefit from SEO.
- Analytics Software - Recommend an analytics software that will be used during SEO implementation so that reports can be given to them. The big bosses want concrete results and an analytics software spouting numbers regarding conversion rates will convince them.
- Beta-testing proposal - You should have a ready easy to understand proposal on how the effectiveness of the SEO campaign will be tested. This could entail the use of multiple landing pages to see which campagin track works best.
- Budget proposal - Money is and always will be an issue. Be upfront about how much should will be spent and show where the money will go. To show that SEO is a sound investment give estimates regarding ROI. How much will the company benefit from SEO. Be realistic about this side though and do not pull numbers out of thin air.
Be as concise as possible and avoid using technical/SEO-specific terms. Use easy to understand charts and graphs and present numbers. Since the bosses are businessmen what will convince them most is a good ROI. Show them how SEO is a good investment and they will be convinced.
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