The best way to explain the value and benefits of SEO is to show how higher rankings lead to higher revenues. Also, a great way to justify your SEO agencies fees, or improve an SEO sales presentation. You will have an advantage over your competition if you can give your clients a reasonable expectation of ROI (return on investment).
Rightly so, most people want to know How much?; Many have a “number” in their mind that they won’t pay more than that number. The number based on limited knowledge and fear. Because they don’t know enough about the magical world of search engine optimization, and they don’t know you well enough to trust you, they want to limit their risk by not spending ” too much.”
If you have ever tried to talk to clients about the value of on-page keyword optimization, properly redirecting 404’s, site structure, title tags, h# elements, sitemaps, etc. You know their eyes glaze over and you lose them, and lose the sale of your services.
A much more efficient method I think, is to show them how SEO leads to an expected increase in traffic. With established websites, this is much easier than with new sites. With an established website, and especially with clients who know what a visitor is worth, meaning they know their conversion rate, it becomes a simple math problem. By using the chart below, you can show them: If they move from position 6 to rank at position 2, the can just about triple their traffic.
If you know where your keyword ranks now, and how much traffic the keyword brings in (available through Google Analytics), then you can figure out how much more traffic you will get by improving your keyword rank. Traffic x Conversion Rate x Average sale price = MONEY!
Combining The Benefits Of SEO with CRO
While working on our client’s websites, we try to engage them in a CRO (conversion rate optimization) conversation. Revenue is the name of the game, you all know that traffic alone does not always equate to new sales. A/B testing your money pages will help you to increase your conversion rate and grow revenues.
By multiplying your increasing conversion rate by the higher traffic you get from SEO, you will find the one time cost of these SEO and CRO services a pittance.
Link bait ideas for developers and agencies
I dare you brilliant developers out there to make this chart into an app. I would like it to include a CRO feature too. I would like a WordPress plugin or a web-app. Remember where you got the idea, and I would love to review it on my blog.
What do you do to demonstrate the value of SEO to your clients, please share in the comments, or on LinkedIn? Thx Mike