So, you want some of those business dollars filtered into content and SEO in 2015? If so, defining these three key areas will help you put together a budget that looks at internal operations, the major issues hindering the website, and tracking results to keep those dollars filtering in.
One of the best ways to show that dollars are needed to keep your business competitive in the organic channel is to take stock of the existing problems on the site, then show how these are impacting its ability to win against the competition.
Getting budget for SEO in 2015 will require you look internally to take stock of your resources, skill sets, strengths, weaknesses and business goals. Use the following questions to get started in your research:
Something to note here that often comes up is the marriage of traditional marketing with digital marketing and SEO. Because the creative and the technical are now more closely aligned than ever, brands are findings ways to make things like technical SEO and content coexist so that both shine.
This may seem like a no-brainer, but you might be surprised at how many companies are not measuring their efforts (or are doing soineffectively). The C-suite is going to want to see how these efforts will translate into value, and that comes from setting key performance indicators.
Garnering and retaining budget for SEO requires continuouslyproving its worth. If theres ever any doubt about SEO and the organic channel as a driver of traffic and revenue for a website and business, challenge your company to stop investing in itfor a period of time, and watch the results wane.
Remember, search is a zero sum game so if youre out in 2015, your competition is in.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
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Securing Investment In Content And SEO In 2015: 3 Keys To Unlocking Success