It’s budget time again. If you’re in the middle of building a 2017 marketing strategy that’s bigger and “badder” than ever, you’re going to need some ammunition to build your pitch for driving your marketing team to success. This is the third in a series of four blog articles (Efficiencies Through Holistic Marketing Strategies, Programmatic Advertising is Dollars in Your Pocket, SEO is a Digital Marketing Building Block, and Bigger Budgets Means more Conversions) to help you pitch, defend or grow your digital marketing budget.
Budget time puts everyone on edge, doesn’t it? Defending the budget you so carefully allocate to each effort or campaign, can feel personal. I’ve been there. So, let’s take the sting out of defending your SEO budget by providing you some helpful talking points. When I think about SEO, I think about it as if it’s the foundation of the house you want to build. Laying down building blocks like usability, content marketing, landing pages and UX will not only drive organic search but it allows your other digital marketing channels to perform at their peak.
SEO Informs Content Marketing
If you’re doing best practice SEO, you’re likely developing high-performing content that answers key questions users are asking search engines. Eliminating these programs will negatively impact your organization in more ways than just decreased traffic. The content you’re creating is likely key to your overall content marketing strategy. It fosters trust with users by providing them a critical gateway in their customer journey. If you create content without keeping SEO implications in mind, it’s like yelling into an empty cave. It might be loud and you might be saying the right thing, but no one will be listening.
SEO Informs Good Usability
Another thing worth considering is the usability aspect of SEO. Good SEO usually represents good usability, and Forbes agrees. Search engines send users to websites with the best experience, as determined through a series of weighted usability factors. So, not only does SEO give you a ranking boost, but it also helps drive conversion on your site. It’s a double whammy. Good usability means more traffic from search engines and a higher conversion rate for the traffic that comes. Oh, and don’t forget about the constant algorithm changes! Search engines change their factor weightings constantly to combat system gaming and imperfections. If you don’t have someone monitoring these changes, your site ranking could dip or dive in response.
Quotable Quote for Budget Defense
Content marketing, site usability, and overall site conversions are all key to our brand’s success. Using SEO guidelines as part of our larger marketing strategy will help our brand to boost content consumption and drive higher conversions while providing a better customer experience.
What are some ways you justify your SEO budget? Share in the comments!
If you want more information on how to SEO informs your content, I invite you to take a peep at our recent micro-lessons, “SEO and Content Marketing: Two Sides of the Same Coin“.