The way you do that is to lead with the end result
In other words, explain the intended outcome of the thing you’re pitching. How? Just fill in the blanks in the statement below: By investing in SEO, we can achieve in . Make sure to tie your outcome to business goals. It should be something your boss cares about, not something arbitrary like “more traffic” or “more backlinks.” For example: By investing in SEO, we can decrease our ad spend by $15,000 per month by replacing paid traffic with organic traffic. Keep your proposed outcome as specific as possible but don’t pull it out of thin air. It needs to be realistic. You’re also better to underpromise than overpromise.Step 2. Explain your logic Pitching a desirable outcome is the easy part. Now you’ve got to explain Antigua and Barbuda Email List how and why you believe your proposed solution (investing in SEO) will lead to the proposed outcome. You need data for this. For example, let’s say that you work in e-commerce. You dig into your Google Ads account and find that you’re currently bidding on 20 keywords in Google Ads to the tune of $15,000 per month. Looking at your Google Analytics data, you see that, on average, this traffic is responsible for $40,000 per month in sales. If you can rank organically for these keywords with SEO, you can get that traffic for ‘free’. Even better, because most pages that rank organically in the top 10 for a popular keyword also rank for hundreds of other keywords, ranking organically will probably drive more sales than ads. You can drill this point home to your boss by plugging the top-ranking page for each of your target keywords into Ahrefs’ Site Explorer and checking the Traffic Value metric.
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This is the estimated “value” of the page’s monthly organic search traffic. In other words, for the page above, you’d need to spend an estimated $43,500 per month on Google Ads to get the traffic it gets organically for ‘free.’ You could even use these numbers to estimate the potential revenue increase from investing in SEO—then present that to your boss. Explaining things this way shows that you’ve done your homework and that your proposal isn’t just ‘pie in the sky.’ Step 3. Create a roadmap If we assume that your boss is sold on your solid pitch and research, the next thing they’ll want to know is how you’re going to get from A to Z. It’s easy to get bogged down with SEO jargon here, so try to stay focused on the big picture. For example, say that you crawl your site with Ahrefs’ Site Audit and find some technical SEO issues.
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