Demystifying SEO Investments: Expert Advice On What CMOs Can Expect

Wondering if SEO is worth your time and money?

Wouldn’t it be great if you knew exactly how your SEO initiatives improved your business?

You can discover the best ways to invest in the future by gaining a solid understanding of how your search investments will affect performance and your results.

On May 25, I moderated a webinar led by Wayne Cichanski, Vice President of Search & Site experience on iQuanti.

It demonstrated the business benefits that can be discovered from certain SEO activities, giving you the power to see the true value of your investment.

Here is a summary of the webinar.

To access the full presentation, please complete the form.

Does Investing In SEO Work?

However, when it comes to deciding where to invest, companies often prefer paid search to SEO.

Most people still have misconceptions about each path.

Let’s dispel those misconceptions, now.

Demystifying Expectations Of SEO Vs. Paid Search

Myth #1: You should only spend on organic or paid search.

Myth #2: Paid search provides a lower overall CPA.

[Discover More Fake SEO Myths] Instantly Access Webinar →

Now that you know how important it is to invest in organic search in addition to paid search, let’s address some of your concerns.

SEO Investment Worries: Is It Possible To Forecast Success?

You may be thinking, “How will I know the SEO will work? Is it possible to predict the tangible success of organic search?”

The answer is yes – you can forecast your SEO results.

One way to calculate revenue impact is by using actual search analytics data.

From there, you will be able to determine what your annual traffic will be, based on keyword volume.

You can then calculate your potential known leads and sales percentages to see your projected ROI.

[Discover the KPIs that prove SEO investments are working] Instant access to the webinar →

Now that you’ve come to understand how investing in SEO can drive more traffic to your website, let’s talk about how content fits into the picture of investing in SEO.

Content & SEO: Understanding The ROI Breakdown Of Investing

Content is king, but what kind of content do you need to write?

To summarize, content is what appears in search engines.

[Find out how much content to produce] Get instant access to the webinar →

When you publish a piece of content, make sure it is published:

Make sure the content includes primary and secondary calls to action that allow someone to move up or down the funnel as needed.

Am I still confused? Take a cue from the old saying: fish where the fish are.

Considerations For Calculating The Expected ROI Of Content

Not all content is created equal, and neither is the ROI that comes with it.

There are several factors to consider when setting the expected ROI:

Each piece of content has a different function, and each function affects ROI differently.

The role of content can be considered from a variety of perspectives:

[Find out how each type affects ROI] Instant access to the webinar →

Each type of content has different steps, which may require more or less work.

This is what the Cichanski team looks at when producing quality content:

Factor 3: The cost of classifying content

Producing content that doesn’t rank is like putting up a giant billboard in the middle of an island and complaining that no one saw it.

If you do not have enough signs of authority and trust, Google will not rank your website high.

Your marketing strategy should include the costs to rank your content and the cost to increase your authority.

[Learn about the other two factors] Instant access to the webinar →

Authority & SEO: Why & How To Invest

Intertwined in each of the above factors is the need to invest in authority.

Your site authority helps Google understand where to rank your content in search engine results pages (SERPs).

There is positive authority and there is negative authority.

You want to reduce negative signals and raise positive signals.

Technical SEO: Where To Invest

In addition to content, Google looks for technical factors that demonstrate the value of a site.

Investing in these important technical factors that affect your range is essential:

[What do these factors mean?] Instant access to the webinar →

As you make technical improvements, all of your pages can rank higher, increasing ROI.

[Slides] Demystifying SEO Investments: Expert Advice On What CMOs Can Expect

Demystifying SEO Investments: Expert Advice on What CMOs Can Expect from Search Engine Journal

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Featured Image: Paulo Bobita/Search Engine Journal