How To Make Your Boss Spend More On SEO
Compared to paid advertising on search engine, the budget generally allocated to SEO efforts is really, really small. This holds true even though over half of the eyeballs that gaze upon the Google results page will never venture toward the right side of the screen. Conversely, a full 100% of all eyes will always look at the left side of the screen, at the organic results of that particular search. Did you read that percentage? One hundred percent of eyes will always look at the left side of the search screen.
Even more interesting is that of that full one hundred percent, only around half of them look below the sixth listing on the left side of the screen most of the time. This means that, at the end of the day, the hottest part of the results page is the top left side of the screen. This should be the most coveted position, the holy grail.
All of you need to explain this to your bosses. Right now would be the best time.
The task of convincing your employer can be quite a task. Not only is making him understand the benefits of SEO difficult, but getting him to act on this information and spend more on SEO efforts can be quite an uphill battle. What, then, is the best plan of attack?
As most business leaders today only have a basic understanding of the Internet, e-commerce, and the digital world, the first thing you do is avoid using technical jargon – at least in the beginning. Focus on the numbers, give him a simple rundown of the percentages mentioned above, and, if possible, reinforce this with visual data.
While pie charts and bar graphs will be really useful in getting your point across, think creatively about how you can use images to really drive your point home. A “Google Heat Map” can be exceptionally useful here, as it can very quickly show what would take all those numbers and charts time to reveal. Don’t just use logic to try and convince your boss: use your tone of voice and body language to denote excitement, which is very contagious and very useful in persuading people. Emotion is key.
Talk a lot about the money, as you’re employer as a natural interest in the finances of his company. Focus on the improved cost-effectiveness of a more SEO-centric plan.
Everything you have at your disposal should be used as effectively as possible to convince your boss that increasing the SEO budget is the way to go.
About the author: Rune Risom, commited SEO innovator from free search engine optimization service SEOsupporter.com. Also behind web directories like BestLinksAround.com and GuideToTheWeb.net where you can submit links for free.
