SEO is now a digital marketing activity used by 94 percent of marketers, and it’s estimated that companies will spend just over $65 billion on SEO in 2016. Yet despite the increasing usage of and growing investment in this digital marketing channel, measuring the ROI of SEO efforts can still present a considerable challenge for marketers.
For brands to maximize the impact of SEO, they need to be able to communicate the value of their efforts and show their CMO just how well SEO is performing. It is only with this evangelism that digital marketing departments will be able to secure the resources, funding and attention they need to drive forward toward marketing maturity and revenue-based success.
For SEOs to communicate effectively, they need to consider their audience. CMOs do not want to see slides with information about the latest Google algorithm update or the steps being taken to avoid duplicate content penalties; instead, they want to know how the actions taken by the SEO team are directly impacting the bottom line.
CMOs are driven by numbers. They want to be able to see that SEO has a positive impact on the brand’s growth and revenue. They are interested in hearing answers to questions such as:
An appropriate dashboard and presentation will directly answer the questions posed by the board and CMO, engage them and help them understand the value of SEO and the role it is playing in company growth.
SEOs need to learn how to take the data that they already track internally — such as the traffic to their different pages, engagement rates and conversions — and translate this into information that matters to the board and C-suite leaders.
You need to be able to present the right metrics to the right people in the right way, while also using their terminology and language. This is the key to engaging with these leaders and showing them the value of continued investment in SEO.
There is no denying that the SEO industry continues to grow exponentially with each passing year. Measuring the ROI of SEO efforts continues to be one of the most pressing challenges for many in the industry, yet those in the C-suite, who make the decisions about budgeting and resource allotment, want to see numbers that will justify this spend.
Understanding the priorities and metrics that matter the most to your CMO and board can help you communicate more effectively with your leaders, helping you to keep your company moving forward. Not only will following these steps provide you with more effective presentations, but they will also help you monitor your own progress, providing you with the guidelines you need to become more effective.
The post SEO and the CMO: Communication and board room metrics that matter appeared first on Search Engine Land.