{"id":134373,"date":"2021-07-08T11:00:32","date_gmt":"2021-07-08T16:00:32","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=134373"},"modified":"2024-10-04T11:28:34","modified_gmt":"2024-10-04T16:28:34","slug":"justifying-seo","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/justifying-seo\/","title":{"rendered":"How to Convince Your Boss to Invest in&nbsp;SEO"},"content":{"rendered":"\n<div class=\"intro-txt\">If you know that SEO would be a good investment for your company, the first step is <a href=\"https:\/\/ahrefs.com\/blog\/seo-buy-in\/\">getting buy-in from your boss<\/a>.<\/div>\n\n\n\n<p>That might be easy if&nbsp;you\u2019re working for a tech-forward company like Ahrefs with a boss that understands the value and importance of SEO, but it can be more of a challenge for those with less web-savvy bosses.<\/p>\n\n\n\n<p>In this guide, we\u2019ll discuss how you might go about constructing an argument that\u2019s more likely to win over your&nbsp;boss.<\/p>\n\n\n\n<p>But first, let\u2019s briefly discuss why you\u2019d want to do&nbsp;this\u2026<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#why-bother-convincing-your-boss\">Why bother convincing your&nbsp;boss?<\/a><\/li>\n<li><a href=\"#convincing-your-boss\">How to convince your boss to invest in&nbsp;SEO<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why bother convincing your boss?\" data-section=\"why-bother-convincing-your-boss\">\n\n\n\n<h2 class=\"wp-block-heading\">Why bother convincing your&nbsp;boss?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>SEO has the power to drive traffic and sales to your company\u2019s website and improve its bottom line. If you\u2019re on the marketing team for the company you work for, this is essentially your job description.<\/p>\n\n\n\n<p>But what\u2019s in this for you besides a pat on the&nbsp;back?<\/p>\n\n\n\n<p>If you can convince your boss to invest in <a href=\"https:\/\/ahrefs.com\/blog\/marketing-ideas\/\">marketing ideas<\/a>&nbsp;that positively contribute to your company\u2019s bottom line, you can use that to your advantage in the future. You might use it to get a raise, a promotion, or just more resources. The possibilities are endless.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to convince your boss to invest in SEO\" data-section=\"convincing-your-boss\">\n\n\n\n<h2 class=\"wp-block-heading\">How to convince your boss to invest in&nbsp;SEO<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If you believe that persuading your boss to invest in SEO is the right move, the first thing to consider is that your boss probably doesn\u2019t give two hoots about SEO. They only care about their bottom line.<\/p>\n\n\n\n<p>Keep this in mind when framing your argument.<\/p>\n\n\n\n<p>If you frame your pitch around things that we marketers get excited about, like traffic, <a href=\"https:\/\/ahrefs.com\/blog\/what-are-backlinks\/\">backlinks<\/a>, or <a href=\"https:\/\/ahrefs.com\/website-authority-checker\">website authority<\/a>, you\u2019re going to lose. You need to explain how <a href=\"https:\/\/ahrefs.com\/seo\">SEO<\/a>&nbsp;will make your boss more money and help them reach their business <a href=\"https:\/\/ahrefs.com\/blog\/seo-goals\/\">goals<\/a>.<\/p>\n\n\n\n<p>Let\u2019s run through how you can do that step by&nbsp;step.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"#pitch-outcome\">Pitch the outcome<\/a><\/li>\n<li><a href=\"#explain-logic\">Explain your&nbsp;logic<\/a><\/li>\n<li><a href=\"#create-roadmap\">Create a roadmap<\/a><\/li>\n<li><a href=\"#talk-about-figures\">Talk about the figures<\/a><\/li>\n<li><a href=\"#dispel-myths-tackle-objections\">Dispel myths and tackle objections<\/a><\/li>\n<\/ol>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"pitch-outcome\">Step 1. Pitch the outcome<\/h3>\n\n\n\n<p>Getting your boss invested in your pitch from the very beginning is vital. The way you do that is to lead with the end result. In other words, explain the intended outcome of the thing you\u2019re pitching.<\/p>\n\n\n\n<p>How? Just fill in the blanks in the statement below:<\/p>\n\n\n\n<blockquote>By investing in SEO, we can achieve [outcome] in [timeframe].<\/blockquote>\n\n<p>Make sure to tie your outcome to business goals. It should be something your boss cares about, not something arbitrary like \u201cmore traffic\u201d or \u201cmore backlinks.\u201d<\/p>\n\n\n\n<p>For example:<\/p>\n\n\n\n<blockquote>By investing in SEO, we can decrease our ad spend by $15,000 per month by replacing paid traffic with organic traffic.<\/blockquote>\n\n<p>Keep your proposed outcome as specific as possible but don\u2019t pull it out of thin air. It needs to be realistic. You\u2019re also better to underpromise than overpromise.<\/p>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"explain-logic\">Step 2. Explain your&nbsp;logic<\/h3>\n\n\n\n<p>Pitching a desirable outcome is the easy part. Now you\u2019ve got to explain how and why you believe your proposed solution (investing in SEO) will lead to the proposed outcome.<\/p>\n\n\n\n<p>You need data for&nbsp;this.<\/p>\n\n\n\n<p>For example, let\u2019s say that you work in e-commerce. You dig into your Google Ads account and find that you\u2019re currently bidding on 20 keywords in Google Ads to the tune of $15,000 per month. Looking at your Google Analytics data, you see that, on average, this traffic is responsible for $40,000 per month in&nbsp;sales.<\/p>\n\n\n\n<p>If you can rank organically for these keywords with SEO, you can get that traffic for \u2018free\u2019.<\/p>\n\n\n\n<p>Even better, because <a href=\"https:\/\/ahrefs.com\/blog\/also-rank-for-study\/\">most pages that rank organically in the top 10 for a popular keyword also rank for hundreds of other keywords<\/a>, ranking organically will probably drive more sales than&nbsp;ads.<\/p>\n\n\n\n<p>You can drill this point home to your boss by plugging the top-ranking page for each of your target keywords into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>&nbsp;and checking the <strong>Traffic Value<\/strong>&nbsp;metric. This is the estimated \u201cvalue\u201d of the page\u2019s monthly organic search traffic.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/1-traffic-value.png\"><\/figure>\n\n\n\n<p>In other words, for the page above, you\u2019d need to spend an estimated $43,500 per month on Google Ads to get the traffic it gets organically for \u2018free.\u2019<\/p>\n\n\n\n<p>You could even use these numbers to estimate the potential revenue increase from investing in SEO\u2014then present that to your boss. Explaining things this way shows that you\u2019ve done your homework and that your proposal isn\u2019t just \u2018pie in the&nbsp;sky.\u2019<\/p>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"create-roadmap\">Step 3. Create a roadmap<\/h3>\n\n\n\n<p>If we assume that your boss is sold on your solid pitch and research, the next thing they\u2019ll want to know is <a href=\"https:\/\/ahrefs.com\/blog\/seo-roadmap\/\">how you\u2019re going to get from A to Z<\/a>.<\/p>\n\n\n\n<p>It\u2019s easy to get bogged down with SEO jargon here, so try to stay focused on the big picture.<\/p>\n\n\n\n<p>For example, say that you crawl your site with Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>&nbsp;and find some <a href=\"https:\/\/ahrefs.com\/seo\/technical-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/technical-seo\/\">technical SEO<\/a>&nbsp;issues. Don\u2019t give your boss a 30-minute lecture on how your site\u2019s faceted navigation is causing <a href=\"https:\/\/ahrefs.com\/blog\/duplicate-content\/\">duplicate content<\/a>&nbsp;issues that need to be fixed with proper <a href=\"https:\/\/ahrefs.com\/blog\/canonicalization\/\">canonicalization<\/a>. You\u2019ll probably see their eyes glaze over like you started speaking an alien language.<\/p>\n\n\n\n<p>If you want to keep them on your side, keep things simple. In this case, that might mean showing them how your Health Score unfavorably compares to your competitor.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/2-health-score.png\"><\/figure>\n\n\n\n<p>You just want to communicate two things here:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What you\u2019re going to do and why (keep it high-level)<\/li>\n<li>What resources you\u2019ll need<\/li>\n<\/ol>\n\n\n\n<p>Resources include employees, freelancers, tools\u2014anything you\u2019ll need to execute on your roadmap.<\/p>\n\n\n\n<p>If you need to hire new employees or freelancers, it\u2019s also worth considering and explaining who will manage and train those people. You want to demonstrate to your boss that you have everything worked out and that your plan is realistic.<\/p>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"talk-about-figures\">Step 4. Talk about the figures<\/h3>\n\n\n\n<p>No boss will green light a project that\u2019s unlikely to generate a return on their investment. If you\u2019ve just listed a bunch of resources, they\u2019re probably asking themselves, \u2018how much is all this going to&nbsp;cost?\u2019<\/p>\n\n\n\n<p>Now\u2019s the time to answer that question.<\/p>\n\n\n\n<p>The process itself is pretty straightforward. Just price up all the resources you just talked about in a spreadsheet. This is simple enough for <a href=\"https:\/\/ahrefs.com\/free-seo-tools\">SEO tools<\/a>&nbsp;and software as most of them have public pricing pages. Just pick the plan that\u2019s right for&nbsp;you.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/3-ahrefs-pricing.png\"><\/figure>\n\n\n\n<p>For employees and freelancers, Google average salaries or eyeball average hourly rates on freelancing websites.<\/p>\n\n\n\n<p>UpWork has some nice data on&nbsp;this:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/4-upwork.png\"><\/figure>\n\n\n\n<p>Here\u2019s what the final spreadsheet might look&nbsp;like:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/Screenshot-2021-06-23-at-23.10.24.png\"><\/figure>\n\n\n\n<p>Although this is a good start, it doesn\u2019t tell your boss anything about ROI\u2014which is what matters. Unfortunately, this is harder to calculate than it sounds because your SEO efforts will continue to bear fruit long after the initial project comes to an&nbsp;end.<\/p>\n\n\n\n<p>For that reason, it makes more sense to create a \u201cbreak-even\u201d graph. This shows how long it\u2019ll take to recoup the investment in&nbsp;SEO.<\/p>\n\n\n\n<p>For example, let\u2019s say that the projected cost of your project is $5,127 per month. Because <a href=\"https:\/\/ahrefs.com\/blog\/how-long-does-seo-take\/\">SEO takes time<\/a>, we\u2019ll be pessimistic and assume no revenue increase for the first six months before gradually increasing to $40,000 and eliminating the need for ad spend in month twelve.<\/p>\n\n\n\n<p>Here\u2019s what that would look&nbsp;like:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/01-justifying-seo.png\"><\/figure>\n\n\n\n<p>You can see that in this case, the \u201cbreak-even\u201d period occurs in month&nbsp;12.<\/p>\n\n\n\n<p>Just remember to use conservative numbers here. After all, you don\u2019t want your boss breathing down your neck the second your proposed \u201cbreak-even\u201d period comes around. You should also make it clear that these are just estimations; you can\u2019t guarantee anything.<\/p>\n\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"dispel-myths-tackle-objections\">Step 5. Dispel myths and tackle objections<\/h3>\n\n\n\n<p>You should be nearly home and dry by this stage, but your boss will probably still have a few questions and concerns. Answering these will require a bit of thinking on your feet as questions vary, but a few common concerns tend to pop&nbsp;up.<\/p>\n\n\n\n<p>Let\u2019s look at a few of&nbsp;them.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\u201cIsn\u2019t SEO just snake&nbsp;oil?\u201d<\/h4>\n\n\n\n<p>Given the number of dishonest SEO services on the market (I\u2019m sure we\u2019ve all had those calls promising <a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-on-the-first-page-of-google\/\">first-page rankings<\/a>), this is more than a fair question.<\/p>\n\n\n\n<p>But how do you tackle it without getting too defensive?<\/p>\n\n\n\n<p>The best starting point is honesty. Explain that while some \u201csnake oil\u201d SEO service providers prey on vulnerable business owners, the <a href=\"https:\/\/ahrefs.com\/blog\/seo-process\/\">process of SEO<\/a> in itself is legit. It\u2019s simply the process of influencing known <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">Google ranking factors<\/a>&nbsp;to help pages rank higher in the search results.<\/p>\n\n\n\n<p>You can also use \u201csocial proof\u201d to your advantage. For example, you can show that <a href=\"https:\/\/ahrefs.com\/blog\/seo-statistics\/\">60% of marketers<\/a>&nbsp;say <a href=\"https:\/\/ahrefs.com\/blog\/inbound-marketing\/\">inbound marketing<\/a>&nbsp;practices such as SEO are their highest quality source of&nbsp;leads:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/02-justifying-seo.png\"><\/figure>\n\n\n\n<p>If you want to go further, consider showing your boss \u2018Traffic Value\u2019 metrics from Ahrefs\u2019 Site Explorer for competitors that are doing well. Explaining how competitor A gets an estimated XXXX organic visits per month valued at $XXXX will likely drill home just how well SEO can&nbsp;work.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\u201cDoesn\u2019t SEO take forever?\u201d<\/h4>\n\n\n\n<p>This is another question where honesty is the best policy because SEO does indeed take time. Rankings don\u2019t happen overnight, and anyone that says otherwise is likely selling \u201csnake oil.\u201d<\/p>\n\n\n\n<p>In fact, according to <a href=\"\/blog\/how-long-does-it-take-to-rank-in-google-and-how-old-are-top-ranking-pages\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/how-long-does-it-take-to-rank\/\">our study of two million keywords<\/a>, only 5.7% of pages rank in the top 10 within a&nbsp;year:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/6-how-fast-do-pages-rank-on-google.png\"><\/figure>\n\n\n\n<p>Most bosses know that there\u2019s no silver bullet in marketing, so explaining that something takes time isn\u2019t necessarily a bad thing. It shows that you understand how things work and that you have a realistic outlook. Think of it as a positive, not a negative.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\u201cWhat if we get wiped out by a Google update\/penalty?\u201d<\/h4>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/google-algorithm-updates\">Google updates<\/a> and penalties are scary topics, and quite rightly so. Plenty of sites have seen their organic traffic wiped out pretty much overnight following a penalty.<\/p>\n\n\n\n<p>Here\u2019s just one example:<\/p>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/07\/7-organic-traffic-chart.png\"><\/p>\n\n<p>If you\u2019re following \u201cethical\u201d <a href=\"https:\/\/ahrefs.com\/blog\/seo-best-practices\/\">SEO best practices<\/a>, manual penalties aren\u2019t something you need to worry much&nbsp;about.<\/p>\n\n\n\n<p>However, Google does update its ranking algorithms multiple times a year. These can negatively impact your traffic, but they\u2019re unlikely to wipe you out completely. You\u2019ll usually just see a slight dip or gain in traffic\u2014or no change at&nbsp;all.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Convincing your boss to invest in SEO can be difficult, but the benefits can be immense. We\u2019re proof of this. Our investments in <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">SEO-focused content<\/a>&nbsp;have sent countless customers&nbsp;our way and helped to put our brand firmly on the map in the SEO industry.<\/p>\n\n\n\n<p>If you want the same for your company, you need to learn to speak your boss\u2019s language and frame things in a way that resonates with them. Keep the SEO jargon for conversations with like-minded colleagues.<\/p>\n\n\n\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/joshuachardwick?lang=en\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>That might be easy if&nbsp;you\u2019re working for a tech-forward company like Ahrefs with a boss that understands the value and importance of SEO, but it can be more of a challenge for those with less web-savvy bosses. In this guide,<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":114,"featured_media":134375,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[336],"class_list":["post-134373","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Convince Your Boss to Invest in SEO<\/title>\n<meta name=\"description\" content=\"To convince your boss to invest in SEO, you need to explain how SEO will make your boss more money and help them reach their business goals.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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