The SEO Business Case Argument
Having worked with many clients, we realise that one of the challenges is internally explaining the role of SEO and its significance versus other forms of marketing, both online and offline. The following information is therefore designed to help build your SEO business case..... Having a high profile online presence is now more important than ever before - whilst two thirds of sales are concluded by traditional means (such as good old fashioned meetings, by post or telephone) an ever increasing proportion of sales leads are now originating online, even for higher value business to business products and services.
To get these results for your business, its vital to be placed within the top three pages of the leading search engines (as 90% of website users will not click any deeper, and in fact over 60% only search on page 1 of the results).
The most usual way to get onto Page 1, say on Google, is by outbidding rivals via PayPerClick advertising. However, with only around 23% of searchers clicking on the paid adverts (versus 77% that prefer to click on the left natural listings) SEO should deliver a ROI around 300% better than PPC.
And because seven separate advertisers are chasing PPC slots for every single business chasing the comparable (but larger) entry on the left hand natural listings, the spend disparity for PPC over SEO is in the ratio of around 22:1.
In other words, on average every pound or dollar invested chasing potential customers via SEO would be being chased by around £22 or $22 in Pay Per Click advertising - does that sound like a good value business case or not?
In summary, a SEO strategy should deliver a better ROI for you, but the business case doesn't end there. Whilst other forms of advertising are generally "one-hit" affairs, in that your budget buys customers just once and when its gone its gone and your sales pipeline stops when the budget stops, with Search Engine Optimisation your budget is much more like a long term investment. Budget spent today could still be driving customers to your site months or years later so it is much more of a strategic investment, further improving the long-term ROI.
The business case for SEO is further improved when you work via SEO Brokers as we can help you develop the right approach and pick a reliable supplier from our global network of proven SEO suppliers.