A lot of bosses will tell their PA or their partners or someone from their marketing department to go out and get as many SEO quotes as they can and find out as much information as they can about SEO. They end up doing the ring around, speak with 3 or 4 SEO agencies and then nothing happens. Why? Because there are too many mixed messages and SEO can be quite hard to understand and convey even to astute marketing people.
At SEO Sydney Experts we come across this issue all the time. The boss sends someone out on a SEO fact finding mission, I educate them on the process, they seem keen, but they are unable to convince their boss on the benefits of SEO and why they need (in some cases) to pay a hefty fee to rank their website on Google.
These fact finding missions start out with the very best intentions but they fall flat when the messenger comes back to the office and tries to convey all the information I have told them. Somehow it’s just not quite the same when someone else is trying to tell your story and explain all the wonderful benefits that SEO can bring to a business to a time poor, stressed out boss. Essentially it’s a waste of everybody’s time.
So what I have done here is compiled a list of really useful information that these fact finders (secretaries, PA’s etc) can use to explain to their bosses about the benefits of SEO – these points should be enough to get him over the line. If not he’s probably not into it anyway and prefers to use old school marketing methods. If this is the case I would probably be looking for another job cause one things for sure, his competition is doing SEO and he’s going to loosing out on business big time!
# 1 Benefit of SEO: Tell your boss it’s a lot cheaper than other traditional forms of marketing like magazines and newspaper ads. Old school bosses love these tangible forms of marketing but the downside is they are really expensive and deliver poor rates of return. SEO works out to be so much cheaper and works out to give higher conversion rates. Remember to tell your boss that when people are ready to buy the first thing they do is go onto Google. They do a search and make their decision from what they see on the first page. No one and I repeat no one uses the local newspaper or goes to their fridge to check their fridge magnets when they are ready to buy. That’s simply old school and if your bosses head space is here then he needs to know these facts. We can always show him the monthly searches for a particular keyword.
# 2 Key benefit to tell your boss about SEO. Go online and type in your main service and see if your competition is there. If they are then it’s time to hit the panic button. If they aren’t there then it’s a great opportunity for you to start as the door is wide open. Your boss will love the fact about this great online marketing opportunity.
# 3 Great fact about SEO that you need to convince your boss about. If your boss has been relying on Adwords for years and saying her gets all his business this way then you need to tell him about the 80/20 rule. That is, 80% of potential customers will pick an organically ranking website while only 20% ( and these are generally tyre kickers and bargain hunters) will click on the Adwords. Plus the cost of an SEO campaign, generally is cheaper than Adwords.
# 4 Many businesses have been relying on social media to get their brand and message out there. Unfortunately, platforms like Facebook, Instagram and Twitter and now so flooded with that much information that your message is now becoming far too diluted. Being on page 1 of Google is clear cut and defined. You cannot put your website in a better position. Social media used to work and used to be effective but it’s now far too cluttered with every man and his dog vying for your attention. It’s essentially becoming a waste of your time and your money. Don’t over rely on these social platforms.
# 5 Fact that you have to tell your boss regarding the importance of SEO. If you are already ranking for some keywords and think it’s good enough then think again. Google is always changing it’s algorithm and nothing remains constant. So thinking that your in a good position is delusional as it can change at any given point in time. Be careful about this fact. Your boss shouldn’t rely on past rankings and think that this will continue forever. Plus if you are already ranking for some keywords and they are bringing in business, why on earth would you not want to push harder and get more keywords ranking. This is a no brainer!
You have to be prepared for the tough SEO questions
When dealing with the decision-makers, especially your boss about SEO and why he or she should be doing it, be prepared for the following type of questions that’s probably going to be thrown at you:
- What kind of website traffic can I expect with SEO? What are the numbers of searches per month and what percentage are likely to come to our site?
- What kind of dollars are we looking at and how long do I need to keep investing in SEO?
- How can we compete online in such a saturated and fiercely competitive space?
- Who is going to be doing the SEO and how can we trust them?
- What is the expected rate of return for our marketing dollar?
All f the above questions will have been answered in detail in our first initial meeting. If you or your boss needs to go over this or need further clarification on any technical issue, it’s best to speak with me rather than second guess it.
If you are sitting there feeling frustrated, because you have either been put in charge of getting more new business in or you have been set the task of finding a suitable SEO supplier and you think you have nailed it and your boss won’t listen to you. Then it’s a good idea to show him this document. I have written it for people in your situation that can see the benefits of SEO but cannot seem to convince the powers that be.
If all else fails please get him or her to give me a call on 02 9360 8514 and I would be more than happy to explain this in greater detail