November 2, 2010
How to Convince Your Boss That Your Website Needs SEO
Are you sick of seeing your boss continually deflect potential marketing ideas that are preventing the business from growing?
Here are six tips to help you convince your boss that SEO should form a pivotal chunk of your marketing budget:
1. Scare Your Boss!
Ask your boss for 5 keywords or phrases that potential customers would use to find your company in a search engine. Then show the boss where your company is actually ranking for these keywords.
If your website is absent for these keywords, you might put forward the question “How are people going to find us then …the Yellow Pages?
If your boss hasn’t thrown you out the front door like a bouncer on a Saturday night after your first sarcastic question, the next step is to grade your website against competitors. Use two of your main competitors (do more than two if you like, generally your boss’s ego will not be able to handle this ass kicking!) and compare where you rank in comparison for your boss’s chosen keywords. If you want an overall SEO score, I suggest using the Reload Media iPhone App or the Website Grader from HubSpot.
Note: I can guarantee that you now have your boss’s attention! Now it’s time to sell him the benefits of SEO…
2. Quality Leads
Providing you have decided to implement SEO with a reputable company (yes, there are a lot of 2-bit dodgy brothers jobs out there), the strategic selection of keywords is of paramount importance. In layman’s terms, using a good SEO company to help choose the right keywords means that you can attract quality, high converting to your website.
Perfect keyword selection means that people who are searching for your products or services can find you easier in search engines for these keywords. This is why strategic keyword selection by a reputable SEO firm can actually delivery quality leads to your doorstep. It’s that easy!
3. Brand Perception
When was the last time you utilised the services of a company that you found on page 4 or 5 of Google results?
You’re right! Probably never! Searchers who are surfing the Google tidal wave of information automatically assume that the industry leaders are the firms that appear on the first page of Google. This means that if you and your boss want to be seen as leaders in your field, you’ll need to start thinking about getting some SEO done now!
4. Maximise Your Website Investment
Your boss more than likely dropped a sweet wad of cash on developing a fancy website. But what good is a website if it’s sitting out there in cyberspace getting no traffic, leads or enquiries? This is where SEO is the bee’s knees. SEO is a cost-effective way of driving traffic to your website. So tell your boss that having a website is step 1, driving traffic to it is step 2, and step 3 is sitting back and watching the leads and sales come in!
5. SEO is Low Cost
Depending on geographical scope and competition for your desired keywords, SEO is a low-cost investment when compared to other forms of marketing like Print Media and the Yellow Pages. When comparing traditional marketing to modern marketing, SEO gets the thumbs up because of its measurability. Through Google Analytics, you can track what a user has typed in or searched on to find your website. This data is invaluable as you can calculate your ROI (return on investment) from your SEO efforts. Your boss can actually see a ROI figure, meaning they will be less likely to keep turning SEO away!
6. Integrate Your Marketing
Is your boss pumping a large chunk of your marketing budget into TV, Radio, Magazines or Newspapers, but forgetting to integrate it online?
Studies show that a consumer is likely to go online and search for your product or service after seeing or hearing it through an offline marketing channel. So unless they remember your businesses name, they are going to be searching online for your products and services. If you are not ranking for these relevant search terms, your offline advertising efforts could be wasted! This is why your business must use an IMC (integrated marketing communication) approach for all forms of marketing.
Print this out, take it to the boss, and tell them why he or she needs SEO. If this doesn’t convince them, start your own business!
Add your tips below on how you think a boss can be convinced to implement SEO.