Show SEO values to non SEOs
If you’ve arrived here, you’re most likely an SEO who is having trouble demonstrating your worth to others in your client’s or own firm. This article will surely help you how to show SEO values to non SEOs. You’ll learn how to comprehend other people’s KPIs(Key Performance Indicators) and connect your work with them so that they can see how valuable you are.
You’re sitting across the table from someone from another team, such as a CMO or VP of marketing, who doesn’t understand the importance of SEO or what you’ve done and how it’s benefited the company. What we’ll speak about today is how to reframe the interaction with the correct KPIs so that they can recognise your worth.
What are things to know?
But first, you should be aware of a few things. So, for starters, metrics only matter when they’re contextualized; even if we’re talking about a conversion objective of some sort, no one cares until they know what it means. So, if you look at something like, say, Google Analytics, and you see all these conversion targets, you have no idea what they imply. To you, they’re simply numbers.
By the same token, you have no idea what SEO analytics signifies unless someone explains it to you. You have no idea what a domain authority means in terms of a page’s or a website’s performance. So, you know, that’s the first aspect you have to get your head around.
Two, you should expect layered reporting for whatever engagement you’re working on, whether internal or external because you’re always engaging with a succession of stakeholders, not just one. Even if it’s your main point of contact, they’re passing that report on to someone else. As a result, you must ensure that you are communicating to all of the main people who your job affects, as well as the method in which it resonates with them.
As a result, the only legitimate way to attribute what you’ve done in an organic search is to conduct A/B testing. And this is a fundamental reality because you never know what happened on the landscape, whether it was an algorithmic update, an algorithmic rollback, competitors being penalized, or any number of other factors that could have influenced why you perform better or worse. As a result, A/B testing is the only true technique to assess whether or not your implementations had a specific impact as near to being in a vacuum as feasible.
What can you do?
So, now that you know everything, let’s speak about what you can actually do. To begin, you must determine which KPIs are important to your stakeholders. So, whether it’s the fact that different channels have different KPIs, how can you demonstrate that your KPIs or your channel has an impact on theirs? Alternatively, how do you align with KPIs that they are already familiar with?
People understand the concept of share of voice, therefore that can be something you want to present to them instead of just talking links and the like. But, whatever it is, you must identify it based on who you’re talking to, what they care about, and what you’re talking about. After that, you’ll want to make recommendations based on those KPIs. So, after you discover that they care a lot about page speed, make sure that any new recommendations you make include the ones that are related to page speed. Also, if there are any earlier recommendations, make sure to highlight the ones that pertain to page speed.
Then you’ll want to plot their implementations against their KPIs on a timeline. So, if you’ve already pushed out previous recommendations, go back and match that KPI to the period of that recommendation, and you’ll be able to see where you had an impact. You should have to buy in at this point by returning to their point of view rather than just showcasing SEO. As a result, you can now educate them on the KPIs that should be important to them when it comes to SEO.
What are some examples?
Now let’s look at a couple of examples to help put this into perspective. So, if you’re talking to developers, page speed is a KPI that they’re concerned about. It’s also one you’d probably share because, as an SEO, you know how important speed is to Google. As a result, you can point out the precise recommendation or set of recommendations that had an impact on their immediate KPI. Whether it’s a statistic like time to first byte or a metric like time to first interactive, or whatever metrics you’re working on. And then illustrate how it influenced crawl activity, which in turn influenced the number of pages indexed. Demonstrating the things we did actually resulted in greater activity from Google, which in turn influenced visibility.
If you’re talking to someone who works in paid media, you can share a set of metrics with them, and they can use them or calculate them differently depending on the channel, but it’s a set of metrics that you can both utilise. So, if you go to the Google search console, you can obtain the click-through rate, impressions, and clicks, and any paid media channel will disclose those data. So, if we’re talking about paid search, you’ve got the metric return on ad spend, which organic search can have a direct impact on. So you’d have to dig a little deeper to figure out if you did or not.
However, in other cases, if they didn’t rank organically before you did something to get them to rank organically for a given term, the return on ad spend can actually increase because more people are clicking on the organic search result who aren’t looking to convert yet. The people who are looking to convert might then click on that paid result. So, you’re distributing traffic differently depending on where customers are in their user journey, so they can receive a better return in that channel from what you accomplished in organic search.
Now, if you’re dealing with C-level executives or marketing vice presidents, the top-level result will matter a lot more to them. What was the increase in conversions that they saw as a result of organic search? They may be doing incremental testing and a variety of other things to see whether there’s a correlation between these channels, for example. So, unless you have a direct impact on conversions, we’re probably not going to discuss it right now. You simply state, “Hey, conversions increased as a result of what we did.” You, on the other hand, are unlikely to have that.
As a result, it is suggested that you look into the assistant convergence. And this is something we tell people who are doing content marketing because you can’t always show a direct impact when you put out a lot of information. However, when it comes to assisted conversions, visitors may have arrived at that material via social, email, or referral channels, and then converted later in a separate channel.
Organic search is the same way. So a user may find you through organic search, but not convert right away, but later in that 90-day window, they may find you through another channel and convert. As a result, you have a lot of options to get in there. And say, “Hey, yeah, we’re actually demonstrating a lot of value across everything that’s going on in this marketing mix, and here’s how we’re demonstrating it in the ways that matter to you.”
So, I hope this has been of use. I hope you don’t have to deal with too many instances where others question your worth, but if you do, you’ll be ready to show them that you’re killing it.