Wednesday, October 22, 2008

Two Ways To Justify SEO In Uncertain Times

During uncertain economic times like these, our advice is to always stick with the fundamentals to maintain business efficiency and progress. No matter what your business model, performing the fundamentals will keep you on-track and in-line for leveraging future success.

If the C-level executives in your company are having any doubts about the value of SEO and are hesitating to release more funding, it’s time to perform a cost-benefit exercise. It’s your job as an in-house SEO manager to reestablish their confidence in the value of SEO as well as your value and the value of your team.

When funding gets in the way, having a narrow focus, putting it on the table, and describing company goals you are committed to are all very important.

1) Leverage Your Paid Search Data
To demonstrate implicit value for SEO, start with a baseline. Show where your key terms currently rank in organic and multiply by the cost-per-click value. Run the numbers for the value of direct clicks with high search intent.

One way to go about this is to calculate an Effective Cost-Per-Click (eCPC) for your organic listings:

1.Access the Keyword Tool within your Google AdWords account.
2.Type your best performing (for instance, 20) keywords.
3.Select descriptive words or phrases and synonyms.
4.Click Get Keyword Ideas.


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