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Long-term SEO: Proving the value now
How can you help clients understand the value of SEO initiatives when the results may take weeks or even months to pan out? Columnist Casie Gillette shares her advice.
Last month, my colleague Derek Edmond wrote a column here on Search Engine Land discussing how to improve your value as a strategic SEO partner. The post included suggestions around reporting dashboards, software knowledge and industry-specific networking.
What I liked about the piece was the implication that to show value, we have to do more than just provide recommendations. But it also got me thinking about the value of the recommendations themselves.
If you search “show SEO value,” you’ll get a slew of posts discussing how to use data and reporting to make your case. Yes. We should do that. But what if the data isn’t in your favor just yet?
How do you show the value of long-term SEO recommendations in the short term?
Before we get into the actions themselves, let me clarify what I mean by “long-term SEO.” To me, this refers to things that generally take a longer period of time to have an effect on SEO progress. This includes subdomain transitions, link-building programs, Schema recommendations, HTTPS implementation and more.
Take HTTPS as an example. As search marketers, we know there is long-term value in transitioning to a secured site. The web is moving in a more secure direction, users want trust, and heck, Google has stated it’ll give preference to secured pages. That’s a big deal!
From an impact perspective, however, the site likely isn’t going to see an immediate uptick in search traffic. And with an HTTPS transition requiring time, resources and money (and potentially causing issues), selling the investment isn’t easy. Especially when the business (aka client) wants to ensure they’re getting the biggest bang for their buck.
So, what can we do? I’ll be honest: the answer will vary from business to business, but I think there are a few ways to help show the value of long-term SEO strategies and get additional recommendations pushed through.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.