Building An SEO Business Case Your Boss Can’t Say No To Ep. 536

The episode mentions several options including Ahrefs AWT as a free tool, plus SEO Clarity, Screaming Frog, SEMrush, Ubersuggest, and Majestic for backlink analysis. The hosts note that most tools excel at one thing, so using a variety to triangulate findings is the common approach.

Executives typically focus on return on investment. The episode cites that Google accounts for 92 percent of web searches and 267 million unique U.S. visitors, and that moving from position three to position one can produce an eightfold increase in traffic, giving concrete numbers to project revenue uplift.

The episode recommends bringing marketing, IT, and sales into the plan, educating each group on their role, and explaining how SEO goals connect to company-wide objectives. Getting IT on board is highlighted as especially important since IT requests can otherwise become roadblocks.

The episode lists organic traffic, keyword ranking, click-through rate, bounce rate, conversion rate, time on page, average order value, lifetime value, store visits, phone calls, and form submissions. Tying these to revenue attribution on the front end is emphasized as critical for proving SEO value.