SEO is math

When marketing budgets are determined, there isn’t always a seat at the table forseo.
Even though it’s a marketing activity.

As we approach a time when many companies are having meetings in their conference rooms to determine budget allocations for the upcoming year, I want to help further the case as to whySEO should have a voice in the room.

I want to address a few more reasons why I don’t think it’s fair to use the word “seo”

It’s difficult to prove the value of search engine Optimisation.

It can be difficult for marketing departments to wrap their heads around the subject of search engine Optimisation. It is not as easy to understand how it works as it is to pay per click.
It is a matter with pay per click.

You can choose the words.
Write or place advertisements.
When someone clicks, pay.
Send it to the landing page you want.
There is a report on sales and leads.

Yes, it is true. It’s more complicated than this. Because of its complexity, I will often tell prospects to think about not just when to invest inseo, but if it’s even a viable investment in the first place. The answer is often “it depends.”
An investment inseo doesn’t just include hiring an agency or an individual in-house to oversee and drive the strategy

There are many other considerations that are not the same as the one for pay per click.

It is possible that web design and development is required.
A new structure is being created.
New page templates are needed to support the internet search engine.
If you don’t already have a resource section on your website, you can create a blog.
There is content, such as this.
Content on the page.
Content is plentiful.
There are thought leadership, white papers and webinars.
Legal and PR reviews.
Ensuring that the content is compliant with company requirements.

My agency has a client who has engaged us to aid in the re- restructuring of their website, which includes an audit of their existing presence versus that of a competitor.

The 130 hours worth of web development requirements this client needs to see through to completion in order for the investment that they have made with us to be substantiated, came out of this audit.
If you want to make this determination, you need to consult with a trusted friend or partner who has experience in the field of search engine marketing. The nice ones would be happy to give a free analysis. The advice can be used to take advantage of it.

I assume that we have determined that there is an opportunity to provide value for your business with the use of search engine Optimisation. If you are in the conference room trying to figure out what to budget for, you will want to learn more.

There is a size of the opportunity.
The amount of money you need to get there.
Search marketers rely on daily newsletters.

The size of the opportunity is important.

There are two sides to the coin when it comes to determining the value of anseo effort
The replacement cost of traffic is an easy metric to consider. What would the cost be if you were to buy the same traffic through pay per click? This is available via Semrush’s traffic cost metric.

Engine Search Land shows this can be a large number. Many of your competitors are realizing this value, but you aren’t.
That may be enough for you to convince the board that it is worthwhile. One way to measure it is by using that.
Understanding the traffic potential of a campaign.

If you are a mature marketer, you will try to move beyond clicks to something more meaningful.
There is a tangible value.
There are sales.
There are people who are interested in leads.
White papers are available for download.
There are sign-ups for webinars.

How you measure this will be dependent on whether your business is B2B or lead generation. You need to do two things.

You will want to identify the possibleKeywords that you will want to target
What might it take to compete?

I would suggest you conduct this type of assessment if you are a marketing head and not anseo.
You can use Semrush to navigate to the organic research section. You can enter the addresses for competitors who you think are doing well with their organic presence.
If you find a competitor who appears to have a significant organic presence, click into the Top OrganicKeywords section and view all organicKeywords.

You will be able to see a complete list of your competitors’ words. Also included will be your competitors’ “brand” words. You need to look at this in a different way.

This data isn’t very good. It shows us what our competitor is ranking for in the top 100 results on search engines.

Reducing that number to rankings “which matter” will make this more useful and meaningful. I will only worry myself with the top 20 rankingKeywords.

I have a list of keywords that are driving traffic to my competitors.

This proves to me that.

There are over 19 thousand words in the top 20.
My competitor is getting a lot of traffic from the local guide program.
I would have paid $6.20 per click to get that traffic if I had used the “seo” phrase.
We can see the value of this competitors traffic based on the replacement cost.

This is the next step if you are ambitious. The Top 20 Rankings list can be downloaded.
If you want to estimate each top 10 position, you need to create columns in your spreadsheet.
You can use the estimated monthly search volume as a basis for calculating the potential click-through rate of each potential ranking.
We have some estimates thanks to Backlinko.

The science of search engine Optimisation is not perfect. This will give you some idea of the traffic potential that is available for an investment. It adds some math to the projections.
There are opportunities for search in the B2B and lead generation industries.

We need to break out the tasks for determining what potential “real” value might exist, in terms of things that are more tangible, now that we have an idea of the traffic potential.
I will be focusing on either a B2B or lead generation website for this article.

There is an opportunity assessment for the Ecommerce industry.

You should have a general sense of what is going on.

The conversion rate becomes a sale.
Net value is the average of the sale’s values.
Depending on the degree of traffic increases, you can estimate how much you’ll make.
For example.

The conversion rate into a sale is 1.5%.
The average net value of a sale is $300.

B2B opportunity assessment.

You should have a sense of conversion rate into a lead if you’re a B2B lead generation company.
You should be able to calculate the potential return on investment if you work with this and your internal data on conversion rates.
Taking the same traffic potential above is what that calculation might look like.

500 leads were created by the conversion rate of 10,000 visitors.
12 of those leads are qualified
40% of our qualified leads are converted into a sale.
We have 100 sales that could be made from the investment.
The average net value of a sale.
There are different businesses. A client has an average net value of $400,000. It’s pretty easy to make the return on investment argument.
The net value of a sale is $400. That’s $40,000 in net value from your investment in the internet.

Knowing this, you can figure out how much you can make from anseo efforts.

The math is put in the search engine results.

The formulas aren’t perfect. They give you the chance to put math behind what you are asking for in an investment.
It’s important that those involved know that it’s not a quick fix. It is possible that you will spend the first months of the effort in deep research.
Other internal costs include a restructuring of your website, content additions, page additions and PR/thought leadership items. You should try to account for these things.

It is more often than not that you will know me as a champion of the channel when I strongly recommend against a company investing in anseo efforts.
The guest author’s opinions are not necessarily those of the search engine. There are staff authors here.