Get SEO Buy-In By Using the Language of the “C”

@McDonaldTracyM #brightonSEO  
Get SEO Buy-In By Using the
Language of the “C” 
 
Tracy McDonald 
Sr. Data Strategy Manager 
Seer Interactive 
SPEAK C-SUITE
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@McDonaldTracyM #brightonSEO 
So a Marketer
walks into a
pitch...
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And blows it.
3

We recommended
optimizing a page
because there was
significant Organic
revenue opportunity… 
 
but the product had a
negative profit margin. 
4

We spent 3 months
building the ultimate
market domination ptch
through SEO… 
 
And the C-Suite wanted to
just acquire their top
competition. 
5

I pitched a project that
would generate $25,000 in
profit over 3 months… 
 
and the C-Suite
considered anything less
than $50,000 not worth
getting out of bed. 
6

Know Your Audience
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When pitching
for marketing
resources, who
is your
Audience?
8

The answer is
usually not “my
boss”. 
9

Whether the pitch is for: 
 
$1,000 to update the content on your
homepage 
 
Or 
 
$13,000,000 to buy a competitors
website 
 
10

You need to speak in terms that your
audience, the C-Suite, will understand. 
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Minimum
Investment...
So what language is
the C-Suite
speaking? 
Competitor
Acquisition...
Profit
Margin...
12

ROI = (Revenue - Cost)
Cost
Return on Investment
13

We know the costs. 
1. Market Research
2. Copywriting
3. Review & QA
4. Creative Assets
5. Development Team
6. Promotion
14

Traffic leads to revenue, but how much? 
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Let’s figure out how much. 
16

Building a Pitch
Based on ROI
1. State Your Assumptions
2. Stop Guessing - Use Your
Own Data
3. Break Down Silos
- AKA Think
Outside the Box 
17

Let’s Build a SEO
ROI Calculator
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SEO ROI Calculator Template

State Your Assumptions
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Let’s write about
financial
emergencies. 
20

Apparently
everyone knows
what a financial
emergency is
already... 
21

15% of 1.2 trillion yearly
searches worldwide are
net-new. 
 
When calculating return
on a piece of content that
may rank for ~3 years,
what is the likelihood that 
no one will ever 
search that 
obscure 
phrase?
22

Assumption #1 
There is no such thing as zero MSV.
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@McDonaldTracyM #brightonSEO  24

How can we predict if a keyword will
result in no click, a click on Organic, or
a click on an Ad? 
25

Which one of
these 47 links
drives traffic? 
26

Only 8 of the 47
links on Page 1
drive traffic to a
website
Organically. 
27

Only 
17% 
Of the SERP is an Organic listing. 
28

Assumption #2 
SERP features impact the likelihood of a click to a
website. 
29

Have you ever
googled “industry
average-click
through-rate”? 
30

Averages are
meaningless if it’s
not a normal
distribution. 
Normal. 
Not
Normal. 
31

We’re vastly
deflating our
potential by using
the average. 
32

Assumption #3 
Click-through-rates are different for every position in
the SERP. 
33

There is no such thing as zero
MSV. 
Assumption #2 
Click-through-rates
are different for
every position in the
SERP. 
Assumption #1 
Assumption #3 
SERP features  
impact the likelihood of a click
to a website. 
34

Stop Guessing - Use Your Own Data
35

Let’s take our
assumptions
and 
add our data. 
36

Assumption #1 
 
There’s no such thing
as zero MSV. 
Ok. Then how many
searches are there? 
37

STOP GUESSING  
Use Your Data
  Data Source  New Baseline 
Have you seen this
keyword before? 
Google
Search
Console 
Impressions per
Month 
Have you seen this
keyword before? 
Google Ads 
Impressions per
Month 
Are there any
search trends for
this keyword? 
Google
Trends 
Compare to similar
keyword & use that
MSV 
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Add your new baseline MSV
to all keywords. 
 
Raising everything by the
same amount ensures your
directionality stays the
same, but we’re estimating
searches in the future. 
 
39

Assumption #2 
 
SERP features
impact the likelihood
of a click on Organic 
You can estimate this by
calculating 
 
Organic Results 
Total Results  
40

If only 8 of the 47
links on Page 1
count as an
Organic click, then
not every search
will result in an
Organic click. 
41

Assumption #3 
 
Click-through-rate 
curves! 
You have this data. 
 
Here’s how to
calculate it. 
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Create a range of potential
traffic using 
Good, Better, Best CTRs. 
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Let’s see this in action.
10,000 MSV
MSV from your source
of choice.
Google Keyword
Planner, Ahrefs,
SEMRush, etc.
Collect the MSV for all
target keywords.
10,002MSV
I have at least 2 PPC
impressions per
month for my
zero-MSV keywords.
Add the new
baseline to the MSV
for every keyword.
5,501Potential Clicks
Only 55% of the links on the
SERP are Organic.
Multiply your new baseline
MSV by this %.
110 - 990
Predicted Clicks
Calculate your CTR curve.
My best CTR for Non-branded
keywords in position 2 is 18% and
position 9 is 2%.
Multiply the total
potential clicks
on Organic links
by your CTR.
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If we had used Industry Average CTRs:
10,000 MSV
MSV from your source of choice.
Google Keyword Planner, Ahrefs,
SEMRush, etc.
250Predicted Clicks
Industry Average CTR is 2.5%
Multiply the total MSV by Industry
Average CTR.
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STOP GUESSING  
Use Your Data
 
Data
Source 
VALUE 
How much
revenue do you
get per Organic
session? 
Google
Analytics 
$50 
How long does
your Organic
content rank
for? 
Google
Search
Console 
3 years 
46

Break Down Silos - AKA Think Outside the Box
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If the conversation
doesn’t start at SEO
for the C Suite,
Then it shouldn’t for
you, either. 
51

If you come ready with every
tool in your toolbelt, the
C-Suite can’t surprise you.
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But….. What if….. That looks a little high…..
What happens when you’re presenting your
assumptions and you get: 
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ROI = (Revenue - Cost)
Cost
Return on Investment
55

Calculate the cost of resources.
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“The whole is greater than the sum of its parts” T.E. Wealth
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When you are data-driven and tie inputs to results,
you are speaking the language of the C-Suite.
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What else can we do with this calculator...
1. MSV
2. CTR by Position
3. Revenue per Session
= Annual Revenue
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Us
Them Us in Position 3 
$15,000 
 
Them in Position 1 
$35,000 
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“We can’t possibly know their revenue model or
CTR in Position 1!”
-Naysayers
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Calculate revenue using assumptions for THAT competitor!
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What is your Market
Share? 
Where do you stand
compared to your
competitors? 
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So a Marketer
walks into a pitch...
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Demonstrates a
positive ROI using
real data.
65

Gives them
valuable
Competitor insight.
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And blows them
away. 
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GO TO:
info.seerinteractive.com/
community  
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Get SEO Buy-In By Using the Language of the “C”

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