Get SEO Buy-In By Using the Language of the “C”
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Tracy McDonald emphasizes the importance of aligning SEO pitches with the interests of the C-suite, particularly focusing on profit margins and return on investment. By using data-driven approaches and understanding audience needs, marketers can effectively demonstrate the potential value of SEO projects. The document outlines strategies for building SEO ROI calculators and leveraging real data to predict traffic and revenue outcomes.
Get SEO Buy-In By Using the Language of the “C”
- 1. @McDonaldTracyM #brightonSEO Get SEO Buy-In By Using the Language of the “C” Tracy McDonald Sr. Data Strategy Manager Seer Interactive SPEAK C-SUITE 1 1
- 2. @McDonaldTracyM #brightonSEO So a Marketer walks into a pitch... 2
- 4. @McDonaldTracyM #brightonSEO We recommended optimizing a page because there was significant Organic revenue opportunity… but the product had a negative profit margin. 4
- 5. @McDonaldTracyM #brightonSEO We spent 3 months building the ultimate market domination ptch through SEO… And the C-Suite wanted to just acquire their top competition. 5
- 6. @McDonaldTracyM #brightonSEO I pitched a project that would generate $25,000 in profit over 3 months… and the C-Suite considered anything less than $50,000 not worth getting out of bed. 6
- 7. @McDonaldTracyM #brightonSEO Know Your Audience 7
- 8. @McDonaldTracyM #brightonSEO When pitching for marketing resources, who is your Audience? 8
- 9. @McDonaldTracyM #brightonSEO The answer is usually not “my boss”. 9
- 10. @McDonaldTracyM #brightonSEO Whether the pitch is for: $1,000 to update the content on your homepage Or $13,000,000 to buy a competitors website 10
- 11. @McDonaldTracyM #brightonSEO You need to speak in terms that your audience, the C-Suite, will understand. 11
- 12. @McDonaldTracyM #brightonSEO Minimum Investment... So what language is the C-Suite speaking? Competitor Acquisition... Profit Margin... 12
- 13. @McDonaldTracyM #brightonSEO ROI = (Revenue - Cost) Cost Return on Investment 13
- 14. @McDonaldTracyM #brightonSEO We know the costs. 1. Market Research 2. Copywriting 3. Review & QA 4. Creative Assets 5. Development Team 6. Promotion 14
- 15. @McDonaldTracyM #brightonSEO Traffic leads to revenue, but how much? 15
- 16. @McDonaldTracyM #brightonSEO Let’s figure out how much. 16
- 17. @McDonaldTracyM #brightonSEO Building a Pitch Based on ROI 1. State Your Assumptions 2. Stop Guessing - Use Your Own Data 3. Break Down Silos - AKA Think Outside the Box 17
- 18. @McDonaldTracyM #brightonSEO Let’s Build a SEO ROI Calculator 18 SEO ROI Calculator Template
- 19. @McDonaldTracyM #brightonSEO State Your Assumptions 19
- 20. @McDonaldTracyM #brightonSEO Let’s write about financial emergencies. 20
- 21. @McDonaldTracyM #brightonSEO Apparently everyone knows what a financial emergency is already... 21
- 22. @McDonaldTracyM #brightonSEO 15% of 1.2 trillion yearly searches worldwide are net-new. When calculating return on a piece of content that may rank for ~3 years, what is the likelihood that no one will ever search that obscure phrase? 22
- 23. @McDonaldTracyM #brightonSEO Assumption #1 There is no such thing as zero MSV. 23
- 25. @McDonaldTracyM #brightonSEO How can we predict if a keyword will result in no click, a click on Organic, or a click on an Ad? 25
- 26. @McDonaldTracyM #brightonSEO Which one of these 47 links drives traffic? 26
- 27. @McDonaldTracyM #brightonSEO Only 8 of the 47 links on Page 1 drive traffic to a website Organically. 27
- 28. @McDonaldTracyM #brightonSEO Only 17% Of the SERP is an Organic listing. 28
- 29. @McDonaldTracyM #brightonSEO Assumption #2 SERP features impact the likelihood of a click to a website. 29
- 30. @McDonaldTracyM #brightonSEO Have you ever googled “industry average-click through-rate”? 30
- 31. @McDonaldTracyM #brightonSEO Averages are meaningless if it’s not a normal distribution. Normal. Not Normal. 31
- 32. @McDonaldTracyM #brightonSEO We’re vastly deflating our potential by using the average. 32
- 33. @McDonaldTracyM #brightonSEO Assumption #3 Click-through-rates are different for every position in the SERP. 33
- 34. @McDonaldTracyM #brightonSEO There is no such thing as zero MSV. Assumption #2 Click-through-rates are different for every position in the SERP. Assumption #1 Assumption #3 SERP features impact the likelihood of a click to a website. 34
- 35. @McDonaldTracyM #brightonSEO Stop Guessing - Use Your Own Data 35
- 36. @McDonaldTracyM #brightonSEO Let’s take our assumptions and add our data. 36
- 37. @McDonaldTracyM #brightonSEO Assumption #1 There’s no such thing as zero MSV. Ok. Then how many searches are there? 37
- 38. @McDonaldTracyM #brightonSEO STOP GUESSING Use Your Data Data Source New Baseline Have you seen this keyword before? Google Search Console Impressions per Month Have you seen this keyword before? Google Ads Impressions per Month Are there any search trends for this keyword? Google Trends Compare to similar keyword & use that MSV 38
- 39. @McDonaldTracyM #brightonSEO Add your new baseline MSV to all keywords. Raising everything by the same amount ensures your directionality stays the same, but we’re estimating searches in the future. 39
- 40. @McDonaldTracyM #brightonSEO Assumption #2 SERP features impact the likelihood of a click on Organic You can estimate this by calculating Organic Results Total Results 40
- 41. @McDonaldTracyM #brightonSEO If only 8 of the 47 links on Page 1 count as an Organic click, then not every search will result in an Organic click. 41
- 42. @McDonaldTracyM #brightonSEO Assumption #3 Click-through-rate curves! You have this data. Here’s how to calculate it. 42
- 43. @McDonaldTracyM #brightonSEO Create a range of potential traffic using Good, Better, Best CTRs. 43
- 44. @McDonaldTracyM #brightonSEO Let’s see this in action. 10,000 MSV MSV from your source of choice. Google Keyword Planner, Ahrefs, SEMRush, etc. Collect the MSV for all target keywords. 10,002MSV I have at least 2 PPC impressions per month for my zero-MSV keywords. Add the new baseline to the MSV for every keyword. 5,501Potential Clicks Only 55% of the links on the SERP are Organic. Multiply your new baseline MSV by this %. 110 - 990 Predicted Clicks Calculate your CTR curve. My best CTR for Non-branded keywords in position 2 is 18% and position 9 is 2%. Multiply the total potential clicks on Organic links by your CTR. 44
- 45. @McDonaldTracyM #brightonSEO If we had used Industry Average CTRs: 10,000 MSV MSV from your source of choice. Google Keyword Planner, Ahrefs, SEMRush, etc. 250Predicted Clicks Industry Average CTR is 2.5% Multiply the total MSV by Industry Average CTR. 45
- 46. @McDonaldTracyM #brightonSEO STOP GUESSING Use Your Data Data Source VALUE How much revenue do you get per Organic session? Google Analytics $50 How long does your Organic content rank for? Google Search Console 3 years 46
- 50. @McDonaldTracyM #brightonSEO Break Down Silos - AKA Think Outside the Box 50
- 51. @McDonaldTracyM #brightonSEO If the conversation doesn’t start at SEO for the C Suite, Then it shouldn’t for you, either. 51
- 52. @McDonaldTracyM #brightonSEO If you come ready with every tool in your toolbelt, the C-Suite can’t surprise you. 52 52
- 53. @McDonaldTracyM #brightonSEO But….. What if….. That looks a little high….. What happens when you’re presenting your assumptions and you get: 53
- 55. @McDonaldTracyM #brightonSEO ROI = (Revenue - Cost) Cost Return on Investment 55
- 56. @McDonaldTracyM #brightonSEO Calculate the cost of resources. 56
- 57. @McDonaldTracyM #brightonSEO “The whole is greater than the sum of its parts” T.E. Wealth 57
- 58. @McDonaldTracyM #brightonSEO When you are data-driven and tie inputs to results, you are speaking the language of the C-Suite. 58
- 59. @McDonaldTracyM #brightonSEO What else can we do with this calculator... 1. MSV 2. CTR by Position 3. Revenue per Session = Annual Revenue 59
- 60. @McDonaldTracyM #brightonSEO Us Them Us in Position 3 $15,000 Them in Position 1 $35,000 60
- 61. @McDonaldTracyM #brightonSEO “We can’t possibly know their revenue model or CTR in Position 1!” -Naysayers 61
- 62. @McDonaldTracyM #brightonSEO Calculate revenue using assumptions for THAT competitor! 62
- 63. @McDonaldTracyM #brightonSEO What is your Market Share? Where do you stand compared to your competitors? 63
- 64. @McDonaldTracyM #brightonSEO So a Marketer walks into a pitch... 64
- 65. @McDonaldTracyM #brightonSEO Demonstrates a positive ROI using real data. 65
- 66. @McDonaldTracyM #brightonSEO Gives them valuable Competitor insight. 66
- 67. @McDonaldTracyM #brightonSEO And blows them away. 67