Home — Seo Tips How to show the business value of your SEO proposal

How to show the business value of your SEO proposal

by Mary Sewell

30-second summary:

  • Your SEO proposal plays an instrumental role not just for your agency but also for your client’s business
  • Forecasting needs to be a star element of your customer acquisition process – but how do you navigate these tricky waters?
  • SEOmonitor dissects the entire thought process and action plan for you
  • Here’s how to ensure realistic, practical, achievable, and mutually agreed milestones and budgets are set with your clients

Clients often ask for a forecast to estimate their ROI with this type of marketing investment. Agencies are caught between building a real business case and explaining that they’re all scenarios, not promises. Think about it like this – you both need to know where you’re going, or you won’t have a clue when you’re there. But it’s all about how you set expectations from the start. This is where your SEO proposal plays an instrumental role in customer acquisition and experience.

Let’s imagine the following scenario: a Client Service Director argues about the benefits of presenting a business case to a new lead to make the sell. Yet, the agency’s CEO wants to make sure the initial internal evaluation is on point. After all, it makes sense to calibrate your model first and then show the opportunity. With the proper forecasting methodology in place, you can do both and prove your SEO services’ business value.

The big question is how to go about it.

Content created in partnership with SEOmonitor.

What does SEO success mean for your client’s business?

To invest in SEO, a client needs to understand how that strategy translates into sessions, conversions, and ultimately revenue. So, as an agency, you need to connect the business metrics with the non-brand organic traffic and keyword ranks – the data you directly impact. Keywords are influenced by many variables that you need to consider when designing a trustworthy methodology to create realistic SEO scenarios.

And even before that, the way you do your keyword research influences those scenarios:

  • What is the client’s industry trend like?
  • What is their business trend? Are they in a growth phase, or are they plateauing?
  • What is their market share in terms of organic real-estate (their visibility compared to their competitors)?

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