Proving the value of organic investment in SEO

Posted by Sophie Roberts on September 27, 2024

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LondonSEO XL speaker guest post: Georgie Kemp

This blog post is a summary of my talk at LondonSEO XL in June 2024.

As an SEO Lead, I know just how challenging it can be to secure and maintain budgets for SEO initiatives. At LondonSEO XL 2024, I shared my approach to effectively communicating the value of SEO to leadership teams, drawing from my experiences at companies such as Bumble Inc., and at VEED.

Now more than ever, securing buy-in for organic SEO from leadership and stakeholders is crucial. Global issues are impacting businesses and tightening marketing budgets, and strategies that once worked may no longer be effective. Over the past few years, I’m sure we’ve all felt the effects of economic uncertainty, and adapting our approach to buy-in is key.
A recent study by WebFX, surveying over 500 business executives, highlighted these challenges. While 30% of leaders are prioritising SEO as a revenue channel in 2024, a significant 66% are scaling back their digital marketing budgets due to economic uncertainty and concerns about ROI. Similarly, the 2024 State of Technical SEO Report from Aira and Women in Tech SEO revealed that nearly 40% of in-house SEO budgets have remained the same, but about 34% have been reduced. The situation is even more severe for agencies and freelancers, with 73% reporting budget cuts in one way or another.

Given these trends, it’s essential to accurately define SEO as an impactful channel for your organisation. Early buy-in is critical for unlocking resources and driving growth. Whether you’re new to a role, introducing SEO to a business, or working with an established SEO strategy, tailoring your approach to your specific scenario is key to success.

Defining SEO for leadership buy-in

When defining SEO for your leadership team, it’s important to briefly educate them on the strategic value that organic channels can bring to the business. Sometimes, executives may not see SEO as a key growth driver, or they might have outdated perceptions of what SEO involves and how it impacts crucial business metrics.
To address this, I focus on building a compelling narrative that clearly demonstrates SEO’s potential. By articulating how SEO can directly contribute to the company’s bottom line, I aim to shift their perspective and prompt action. In cases where full buy-in isn’t immediate, securing a small budget to test and validate the impact of SEO can be a strategic move. This allows you to prove the connection between SEO efforts and ROI, paving the way for larger investments down the line.

Speaking the leadership language

One thing I’ve learned is that understanding the priorities of your leadership team is crucial. Whether I’m talking to the CEO, CFO, CTO, or other department heads, I tailor my message to what matters most to them. For example, while the CEO might be interested in overall growth, the CFO is usually focused on ROI and budget efficiency.
When presenting data and insights, I keep it simple and clear, sticking to the facts. I also make sure to actively listen and anticipate any questions they might have. This approach not only strengthens my case but also builds trust with the leadership team.

Securing and maintaining budgets

Securing and maintaining SEO budgets is an ongoing process. I’ve found that building a compelling business case that aligns with company goals is essential. Here’s how I approach it:

Defining the opportunity: I start by clearly outlining what the investment will achieve and how it benefits the business.
Demonstrating impact: I use data to forecast potential traffic and revenue growth with the proposed investment.
Addressing risks: Being transparent about potential risks and presenting mitigation strategies is key.

To make your case even stronger, present evidence of current and forecasted organic traffic and revenue. This helps leadership visualize the tangible benefits of investing in SEO. During my talk, I provided thought starters to help you develop your own case, with more detailed examples available at the end of this article.

Building a business case

When crafting a business case for SEO investment, directly address leadership’s key concerns: how the opportunity benefits the business, the forecasted impact, and the metrics for success post-deployment.
For visual presentations, consider using a slide format to compare current vs. forecasted organic performance. This can help illustrate the value of SEO in a more tangible way.
To secure and maintain an SEO budget, present strong evidence of SEO’s ROI. Include case studies, performance metrics, ROI calculations, competitive analysis, and market research. Clearly outline the required resources—both monetary and personnel—to avoid any uncertainties during decision-making.

Addressing risks and challenges

Address potential risks and challenges proactively. Show that you’ve considered issues such as algorithm changes, resource limitations, and competitive pressures, and present strategies to mitigate them. This builds confidence among stakeholders, which is crucial for maintaining support for your SEO efforts.
To further strengthen your case, emphasise continuous testing and adaptation based on performance data. Use A/B testing to fine-tune strategies, ensuring maximum ROI. Gus Pelogia, my fellow LondonSEO XL speaker discussed A/B testing in-depth so I really recommend checking his slides out, too! Additionally, reiterate that SEO is a long-term strategy that provides sustainable results, unlike other tactics that may offer only short-term gains.

Cross-functional collaboration

Gaining buy-in from cross-functional stakeholders is often necessary. SEOs have access to valuable data that can support broader business goals, so be proactive in educating other teams about SEO and how it can drive growth across the organization.

Monitoring and communicating success

Finally, plan how you’ll monitor and communicate the project’s value and success. Enhancing transparency with leadership, building confidence in ongoing efforts, and demonstrating clear ROI will foster future investments in the channel.

Measurement and reporting

Keeping leadership informed about SEO performance is essential. I use automated dashboards, like those in Google Looker Studio and other SEO tools, to streamline reporting. Alongside dashboards, I regularly update leadership through presentations and various communication channels to ensure they can make informed decisions.
Proving SEO’s value isn’t just about immediate results; it’s about demonstrating long-term benefits to maintain stakeholder buy-in. By aligning with leadership’s priorities, building a strong business case, and consistently reporting on performance, I’ve secured the investments needed for sustained growth. For more in-depth strategies, I recommend the below resources that have been great supports as I shape my own organic stakeholder buy-in narrative.