Do you just "do" SEO? Does it feel like the same, day in and day out? If your company is an established brand that existed in the last millennium, chances are that you probably "do" some SEO. But is it really enough? Is it integrated with the rest of your marketing mix, or is it just an aside – a line item in your overall marketing budget? If you're only "doing" SEO, you may find that it gets harder and harder to justify that line item in the budget.
Most companies now recognize that SEO is important – it lays the foundation for your online activities. But it can be so much more than that if you truly integrate your marketing efforts – and to do that you'll need more than a few percent growth in your budget.
Here are three key tips to justify an increased SEO budget:
So if you just "do" SEO as maintenance, now's the time to assess the full extent of the business value you drive – only this will justify the correct investment for budgeting. Only when you dig into the data you already have and integrate SEO with your other media efforts and analytics will you get the most bang for your budget. Only then can you justify the right SEO investment – and it's probably a lot more than you're investing right now.
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Crispin Sheridan is the Senior Director, Global Search at SAP. As part of the digital team, he established and leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and all online testing. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency model.
Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore, the development of the SAP.com Test Lab has contributed significant success to SAP's digital marketing efforts.
A frequent guest speaker at conferences, including SES New York, San Francisco, Toronto, London, Delhi, Shanghai, and Hong Kong, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Google's B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.
March 19, 2014