Search engine optimization (SEO) is one of the most important factors in successful digital marketing. According to Search Engine Journal, the first organic search result will get nearly 33 percent of clicks. And 75 percent of users never scroll past the first page of search results.
Despite these numbers, many marketing teams struggle to get approval for an increase in SEO budget.
Kevin Cotch at TopRank Marketing blog weighs in:
There have been multiple times in my career that I needed to create a compelling argument for more budget for an SEO campaign. These types of recommendations are often challenged, yet thousands of dollars for PPC [pay-per-click] can be spent without blinking an eye. Some marketers would say it’s easier to see the ROI on ad spend compared to the SEO campaigns and initiatives that we are also running.
In addition to struggling to prove ROI with SEO, a common perception of SEO could be impacting your ability to increase your budget. This is because while PPC has the notion of paying to play in the name, SEO is built around the idea of ranking organically—or for free.
Use data and the investments in PPC to your advantage when arguing for an increased SEO budget. Create an SEO strategy around the keywords your company targets for PPC. Show how ranking number one in SEO is more valuable than showing up for PPC, and your long-term plan for getting to that point.
For further tips for getting more SEO budget, read Cotch's complete article below.