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Similar to Rankings Drive Real Revenue, But How Can You Prove It?
Similar to Rankings Drive Real Revenue, But How Can You Prove It? (20)
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Rankings Drive Real Revenue, But How Can You Prove It?
- 1. “Picture this. You’ve been working on this one client for a few months and you’re finally starting to get some traction. They’re now ranking for some really great, relevant keywords that you’re super proud of. All your hard work is paying off. Then one day your phone rings. It’s your client, and they want to cancel.”
- 3. “Have you been there? I definitely have, and it sucks. It doesn’t feel fair. You know your work is valuable, but something just isn’t translating. Where’s the gap and how can we bridge it?”
- 4. “Today I’m going to take us through the tale of three business owners. Each one represents a common persona in the world of digital marketing, and how we can respond to them to better connect the dots between rankings and revenue to prove our value.”
- 5. “There’s the business owner who’s obsessed with ranking on page 1, number 1.”
- 6. “There’s the business owner who’s losing customers and revenue.”
- 7. “And then there’s the business owner who seems to only believe in paid advertising.”
- 8. “So first we meet the rankings-obsessed business owner. When they approached you a few months back about hiring you to do their SEO, they were saying things like ‘SEO is a top priority for us.’”
- 9. And you think “Awesome! This is amazing. Usually we have to beg people to care about SEO or spend a lot of time convincing people that it’s worthwhile!”
- 11. “They start sending you emails like this. You get that sinking feeling when you see this pop up in your inbox.”
- 12. “They’re sending you ‘pet keywords’ – keywords that they want to rank for, but really just for vanity’s sake. There’s no indication they know these keywords will actually drive traffic and revenue for their business.”
- 13. “This is the type of client who, any time you talk to them, mentions that they’ve been Googling themselves.”
- 14. “They watch the SERPs like a hawk, obsessing over their ranking position, calling or emailing you any time they notice a minute change in position.”
- 17. “The allure of ranking on page 1 is going to wear off really quickly once your client realizes that they’re not making any money.”
- 19. “The first course of action I recommend taking is explaining to them how to make money from rankings. They may not think they need this, but if you find yourself in this situation, they definitely need this.”
- 20. “The way you make money from rankings depends on your business model – how you use your website to serve your business goals. With lead gen, there are four steps in that funnel. Ultimate success from rankings is contingent on success at each of these steps.”
- 21. “You can get your client ranking for a keyword, and that’s great, but that alone doesn’t make them money.”
- 22. “People have to click on those ranking results in order for you to get traffic, but even once you get it, that doesn’t necessarily mean you’ll make money.”
- 23. “You want those visitors to fill out a lead form or call your business. But leads alone don’t make the business money (unless they’re in the business of selling leads, which is a topic for another time…)”
- 24. “Those leads need to be closed and turn into customers in order for the business to make money. You can see how rankings isn’t an end in itself. It’s a means to an end of what your client truly cares about… making money!”
- 25. “With e-commerce businesses, there’s one less link in the chain because purchases are made on-site rather than off- site, but there are still multiple steps before rankings can translate into revenue.”
- 29. “There’s even one less link in the chain for publishers who monetize their traffic with on-page ads directly. Many of them will have subscription goals as well, but you can monetize your traffic directly. Even here you can see that rankings alone don’t produce revenue. You need traffic.”
- 32. “Another tactic I would take with a rankings-obsessed client is to address search volume.”
- 33. “They may prize a certain keyword, but is anyone searching for it? Work together with your client to get to the bottom of how their ideal customers actually search. It’s probably different than the industry jargon or keyword-ese they’ve been using.”
- 34. “A final tactic I like to use with this type of client/boss is to introduce average position and context into rankings conversations.”
- 35. “Many business owners will judge their success or failure based on what they see when they Google a keyword. Zooming in this closely can cause arguments as well as a lot of panic, so I like to use position averages in GSC for two main reasons.”
- 36. “The position a URL ranks in will differ by the time of day, device, location, and more. It’s a huge time-suck to argue with your client about what position they’re seeing vs. what you’re seeing vs. what their ranking report is saying. GSC averages all those.”
- 37. “It also helps your client zoom out. Instead of focusing on the details of where they’re ranking right this second, this helps them see how they’re doing generally.”
- 38. “Unlike other rank tracking tools, Google Search Console can show you how many impressions and clicks each keyword generated for your URL. This makes it super easy to see if you’re prioritizing the right keywords. Yeah they’re ranking for this keyword, but does it drive any impressions or clicks?”
- 39. “If you want more than 1,000 rows of data that you get from GSC in your browser, use the GSC API or set up multiple GSC properties for your website – you’ll get more data in aggregate than you would have with a single property.”
- 40. “The SEO work you do will most directly influence rankings, but that doesn’t mean we get the luxury of not caring about the traffic and revenue impact of our work as well.”
- 46. “Your client is coming to you saying that they’ve been steadily losing customers and revenue for the past few months, but this has you stumped because your SEO metrics like rankings and traffic are all up.”
- 47. “But your client swears that they’re losing money, and they’re looking to SEO/digital marketing for answers as to why.”
- 49. “This is a common problem for businesses whose ultimate conversions happen offline. They might use their website to get leads, but signing the dotted line happens offline. It just doesn’t happen instantaneously on the website like it would on an e-commerce site. ‘I’ll have one attorney please. Add to cart. That’ll be $10,000.’”
- 50. “So there’s essentially this black hole between SEO/organic earning the lead and that lead actually becoming a customer. We can’t see what’s happening in there, but SEO may not be to blame. It might not seem like your job to look into anything other thank rankings and traffic, but it could mean the difference between keeping your client and losing them, so we have a vested interest in doing this.”
- 62. “In the SEO and content worlds, we often start by building a keyword list and vetting that list by asking the question ‘Can I rank for this?’”
- 63. “But this isn’t actually the best question to start with.”
- 64. “Another question we like to start with is ‘Can I get leads for this?’”
- 65. “And that’s also not the best question to start with.”
- 66. “We need to start by asking what types of business your client or boss actually wants! Otherwise we’re going to earn them rankings, traffic, and leads/customers for things they don’t actually want to sell/offer.”
- 68. “These questions can help you determine what types of rankings will actually translate into business your client/boss wants. What products/services make them the most money? Which do they sell the most often? Which do they never want? Which are seasonal vs. consistent?”
- 82. “Last-click attribution tends to favor PPC because PPC ads are often the last click before a conversion. Why?”
- 88. “One of my favorite methods for this is the multi-channel funnel report in Google Analytics. It’ll show you not only how many conversions each channel is producing, but how many it’s assisting. Remember to set your lookback window to however many days you think is appropriate, based on your unique buying cycle.”
- 90. “There are two columns you probably noticed would be really cool if they were filled out, and those are the value columns. This is where we can see how much estimated revenue each channel is producing or assisting in producing. But why is it blank? We need to do a bit of legwork first.”
- 91. “This formula will help you find your goal value, which you need in order to assign values to goals so you can see dollar values next to your channel columns. If you work on an e-commerce site, you’ll use e-commerce tracking instead, but the general idea is the same… you’ll be able to see value generated by channel.”
- 92. “A note on LTV and close rate. Your client/boss might have a hard time answering this. It’s an intimidating question, so try asking in ranges, rather than open-ended. E.g. ‘Is the lifetime value of your customers closer to $100, $1,000, or $10,000?’ Remember, close is better than nothing when it comes to showing your $ value!”
- 98. “Here’s where you put that info – when setting up goals in Google Analytics, toggle the value to “on” and input your goal value. Whenever someone completes that goal, $1,000 will be added to the value column.”
- 102. “Your client/boss at this point may concede that they see the value in SEO, but they may still see PPC/paid as the best channel and therefore the one they’re going to throw the most resources at.”
- 104. “Paid advertising is only effective as long as you pay for it. Money in, money out… forever. SEO is different. Once earned, it can bring you free traffic over time, allowing you to increase your pool of potential customers while decreasing the cost it takes to acquire them. This is how you lower your CAC.”
- 105. “Use Keywords Everywhere to overlay Google PPC data next to your GSC organic data, allowing you to show your client how much they would have had to pay with PPC for the traffic you earned them for free.”
- 106. “Paid/PPC has its place, and SEO & PPC are often stronger together than they are apart (e.g. paid + organic CTR higher than if either was shown on the SERP by itself). It’s just important to note the long-term benefits of SEO in reducing how much you have to pay to make money.”
Editor's Notes
- Picture this. You’ve been working on this one client for a few months and you’re finally starting to get some traction. They’re now ranking for some really great, relevant keywords that you’re super proud of. All your hard work is paying off. Then one day your phone rings. It’s your client, and they want to cancel.
- “I just don’t see the ROI.” Have you been there?
- I know I have, and it sucks. It doesn’t feel fair. You know your work is valuable, but something just isn’t translating. Where is the gap and how can we bridge it?
- Today I’m going to take us through the tale of three business owners. Each one represents a common trope in the world of digital marketing — someone who, if you haven’t encountered them yet, you likely will — and how we can respond in these situations to better connect the dots between rankings and revenue to prove our value to these different types of personas.
- The business owner who just wants to rank #1
- The business owner who’s losing customers
- The business owner who only believes in paid advertising Let’s dive in.
- So first we meet… the business owner who just wants to rank #1 Let’s say you’ve recently been hired by a business owner who really cares about SEO.
- “Awesome! What a breath of fresh air! We usually have to beg people to take SEO seriously!”
- They start sending you emails like this. “Where are we? Keywords we need to rank #1 for!” — you get that sinking feeling when you see this pop up in your inbox. I have to say, when I was mocking up this fake email, I actually got shivers down my spine because it took me back to all the times I’ve gotten emails like this. Maybe you’ve been there too.
- They start sending long lists of keywords they want to rank #1 for. At first you might think “OK, this shows that they’re proactive. Not the worst thing in the world.” Until you take a closer look at the keywords. They’re “pet keywords.” Maybe their competitors rank for these, they have a high CPC and therefore more perceived value, or some combination of the two. Some of these keywords don’t even look like something anyone would type into Google, so you check, and sure enough — estimated search volume is zero.
- You notice that, any time you engage with this client, they mention they’ve been Googling themselves. This is a client who watches the SERPs like a hawk. They’re constantly Googling their pet keywords...
- obsessing over their ranking position, calling or emailing you every day to ask why they moved from position 2 to position 4.
- This is a business owner who loves SEO for SEO’s sake. SEO is a means to an end, but they don’t get that.
- All they seem to care about is ranking #1.
- But after the initial excitement of ranking #1 wears off, these are the clients who eventually email in saying they need to cancel because they’re not making any money.
- The first course of action I recommend taking is explaining to them how to make money from rankings. They may not think they need this, but if you find yourself in this situation, they definitely need this. So there are three main ways businesses can make money from their keyword rankings, and this will differ depending on what type of business model they have. The graphics I’m going to show you are ones I’ve used in the past to explain this concept to clients, and the visualization really helped them out, so please feel free to steal these and use them if you have a boss or a client like this.
- First is lead gen. It has the most steps in the funnel.
- First, you have to rank. Obviously. But that alone doesn’t make you money.
- You have to get people to click on your result in the SERP to turn rankings into website visitors. But that’s still not what makes a lead gen business money.
- Those visitors need to fill out a form, chat, or call in order to be valuable to a lead gen business, but that’s still not all.
- Those leads also have to become customers. It’s a four-step funnel, meaning there are four points in which someone could fall out of the funnel. Making money, for a lead gen business, is contingent on success at all these steps.
- Second is e-commerce. Because transactions are made online rather than offline, like with lead gen, there’s one less step in this funnel:
- Again, it starts with ranking, but as we just saw,
- that ranking has to turn into traffic if it’s going to add value to an e-comm business.
- Once the visitors get there, you still haven’t made money yet. They need to convert and make a purchase in order for the e-comm business to get value out of rankings.
- Third is the digital publisher model. It’s the most direct way to make money from rankings.
- First, rank for keywords
- Second, get people to click on your result. Most digital publisher make a chunk of their revenue by directly monetizing traffic through on-page ads. Lots of publishers also have paywalls and subscription models that require an additional conversion, but many publishers do monetize their traffic directly with ads.
- OK, so you’ve explained to your SEO-obsessed client how to make money from rankings. Another tactic you might want to take with this type of client is explaining search volume to them.
- They may prize a certain keyword, but is anyone searching for it? Work together with your client to get to the bottom of how their ideal customers actually search. It’s probably different than the industry jargon they’ve been using, but to change their minds, you might need to embark on this together. You’ll probably need to show them screenshots like this to help convince them that certain keywords aren’t the money-makers they think they are.
- The third and final tactic I would suggest you take with your rankings-obsessed client is to pivot your reporting (and therefore their way of thinking) to average position and context. I’ll explain what I mean.
- Many of these business owners will judge their success or failure based on what they see when they perform a Google search, but we need to get them used to looking at the data in terms of averages. Doing this involves a lot less panicking, which is always a good thing. Pictured here is something most of you will be familiar with, and it’s Google Search Console’s Performance report. One of the things I love about this, in comparison to a lot of rank tracking tools, is that it gives you position averages. Showing averages does two things:
- It prevents you from going back-and-forth with a client who’s seeing different results that you (which happens all the time, based on location, device, and another factors). I can’t tell you how many times I’ve gone back-and-forth with a client who’s saying something like “I see us in position 6” and I’m seeing them in position 4, and at a certain point it just gets really ridiculous. You’re just going in circles, quibbling over the exact position, when you could be talking about more important things.
- It also helps your client zoom out. Instead of focusing on the details of where they’re ranking right this second, this helps them see how they’re doing generally.
- There’s also huge value in adding context to your ranking conversations. Unlike other rank tracking tools, Google Search Console can show you how many impressions and clicks each keyword generated for your URL. This makes it super easy to see if you’re prioritizing the right keywords. This goes back to the issue of clients prizing keywords that don’t actually drive any value. Showing them this report enables them to actually see the true value of their ranking. Yeah they’re ranking for it, but does it drive any clicks?
- Pro tip for GSC. The native tool will only show you 1,000 rows of data, so use the API if you’re at 1,000 rows because there’s likely more data you’re not able to see. And/or… set up multiple GSC properties. GSC data is sampled, which sounds scary, but really it just means that Google doesn’t show you every single query your site showed up for (there are trillions of searches daily and many that only ever happen once, that’d be a lot of data, so Google samples it to show what they believe are the most meaningful queries). BUT, if you want more, we’ve noticed setting up multiple properties for all your subfolders can produce overall more data than you would have gotten with one big property.
- The SEO work you do will most directly influence rankings, but that doesn’t mean we get the luxury of not caring about the traffic and revenue impact of our work as well. Remember, even keyword ranking obsessed clients will start getting frustrating if those shiny rankings aren’t translating into business results, so just to recap the tale of the rankings-obsessed business owner…
- It may be helpful to take the following actions:
- Now it’s time to move on to… The business owner who’s losing customers You’ve been working on their organic search presence for months. You’ve successfully taken them from ranking for nothing to ranking for tons of queries that are relevant to their business. And not only that,
- those rankings are translating into a nice, up-and-to-the-right organic traffic graph as well. But there’s a problem…
- your client still isn’t happy. It’s that time of the year to review their finances, and they say they want to cut your SEO agency because they’re losing money. “MoM jobs/customers have been steadily declining.”
- This has you completely blindsided. What can explain this gap between your perceived success and the failure they’re perceiving?
- This is a common problem for businesses whose ultimate conversions happen offline. They might use their website to get leads (people calling or filling out forms who are interested) but signing the dotted line happens offline — either over the phone with the business, in person, over email, etc. It just doesn’t happen instantaneously on the website like it would on an e-commerce site. “I’ll have one attorney please. Add to cart. That’ll be $10,000.”
- We need to put on our detective hats, because there are likely a few possibilities of what’s going on here. Now, this may not seem like your job, but figuring this out could mean the difference between keeping your client and getting fired, so you need to help get to the bottom of this.
- First, I would dig into how your client handles their leads. Here are some questions to ask that could help you surface issues that are causing their booked jobs to go down even though rankings and traffic are up:
- (call recording is great for this)
- Where do you store these leads? On post-its? Excel? A CRM (hopefully)? All of these questions can help you get to the bottom of a lead handling issue. Again, might not seem like your job, but if you’re at risk of getting fired because your client isn’t making money, it’s in your best interest to figure out if they’re wasting the traffic and leads you’re generating for them.
- Alright so another thing that could be happening is a change in some external factor that is resulting in less business despite more traffic and leads. Here are some questions you can ask to figure out if this is what’s happening:
- Have there been changes in the market (not as much of a demand for what they offer)? All of these things can affect how much business and revenue they get out of your SEO efforts.
- Third, it could be that your efforts are delivering them more rankings, traffic, and leads, but they’re not the right kind of leads.
- In other words, we (in the SEO and content worlds) often start by asking “Can I rank for this?”
- which is not the right question to start with
- Or “can I get leads for this?”
- Which is also the wrong question to start with.
- We need to start further back than that, and ask “Does my client actually want this type of business?” Then drilling down into things like search volume, competition, etc. this used to happen all the time when I did SEO for personal injury attorneys. Some of them were the “ambulance chasers” (horrible) that wanted every little type of whiplash case, while others only cared about those serious cases like traumatic brain injury, big rig accidents, and medical malpractice. Car accident topics tend to have really high search volume, so it’s tempting to go after those, but if I did, I might get my client tons of new rankings and traffic, but it wouldn’t translate into any new business for them, so it’s ultimately vanity rankings. Maybe they don’t need a high volume of traffic from really broad queries — maybe they need a more targeted approach to get really qualified leads, even if that means less traffic.
- This comes down to better onboarding of your client or boss. Do an in-depth discovery process to figure out what your client actually wants rather than what you think they want. Here are some questions you can ask. Your client’s answers will help inform your SEO strategy so that you’re targeting rankings that actually translate into the customers they want.
- What are their “money” jobs — the really high value customers that might not happen every day, but when they do, it’s a big pay day. What are their “cashflow” jobs — the jobs that aren’t super high in value, but in aggregate, they keep a steady stream of income rolling in. What are their “no way” jobs — these are jobs they’ll never take. What are their seasonal jobs? Jobs that they want but that aren’t worth pursuing in the off season. What are their steady jobs? Jobs they can always count on year-round to deliver good business for them.
- The moral of the story here is that you need to get to the bottom of why your successes aren’t translating into new business for your client or boss, because it could make or break the relationship. To recap, you can:
- Now we meet our third and final persona… The business owner who only believes in paid advertising Picture this. You work for a company that puts almost all their eggs in the paid advertising basket. A lot of times that’s PPC, but we’re also talking about other forms of paid digital like social ads — really anything that gives you a ROAS column in the reporting. As the SEO at the company, you’re not even sure why your boss keeps you around. Your boss swears that PPC produces most, if not all, of your digital revenue.
- There are so many things we need to break down here, and it’s best to start off by talking about attribution.
- Say, for example, that someone Googles a keyword relevant to your business. You’re ranking, so they find and click on your result. They read the blog post or whatever they clicked on, and then they leave. Pretty common. They got what they came for.
- Then, a few days later, they see a promoted post from your business on Facebook. They recognize you from the other day, and the post looks super relevant, so they click on it. They read what they came to read, and then they leave.
- After dwelling on the information they read from your site, they realize they need to purchase a solution to whatever problem they were researching. They Google search a bottom-funnel keyword, your company’s PPC ad pops up, they click it…
- and they convert into a customer.
- Which channel gets the credit?
- So many businesses use last-click attribution — they give all the credit for the conversion to the channel that was the last touch before the conversion. The less digitally-savvy businesses often don’t really understand attribution in general, so this is a common default. If you don’t do much analytics or you’re newer to marketing, attribution is just another way of saying “giving credit” or “giving recognition.” Here’s where analogies can be really helpful.
- Last click attribution is like buying a football team and only paying the players who scored. Defense? Who cares. We’re only going to pay the players who actually catch or run the football into the endzone. Ridiculous right? You need to pay all your players, because they all have an important role to play. How does this relate to PPC?
- Last-click attribution tends to favor PPC because PPC ads are often the last click before a conversion. Why?
- Because when Google recognizes an intent to buy…
- ...they monetize it! That’s why the SERPs for bottom-funnel queries are filled with ads.
- PPC ads are visible right when people are ready to buy, as opposed to being visible when the person is still in their research and evaluation phases, where organic results (accomplished through SEO) tend to shine.
- Because it takes multiple touches before a conversion, and SEO often lives further up the funnel…
- How do we show the value of SEO beyond last click?
- One of my favorite methods for this is the multi-channel funnel report in Google Analytics.
- If you’re not sure where this is, it’s located under Conversions in your left navigation.
- This report will show you a breakdown of how many last click conversions a channel produced, as well as how many assisted conversions (you can set the lookback period anywhere from 1-90 days), which is great! But as you may have noticed, there’s something missing. Conversion value. How do we get this? How do we actually get to see a dollar value next to both the assisted and direct conversions that the organic search channel produces? Super important for showing ROI.
- You’ll need this formula: LTV x Close Rate = Goal Value
- LTV stands for “lifetime value of the customer” — this is how much, on average, each customer nets you. Often clients won’t know or won’t give you this information. A great tip I heard from Wil Reynolds once is that you’ll get an answer if you ask the question in ranges. For example: “Hey client, what’s the average value of your customers. Is it $100, $1,000, or $10,000” — providing those ranges will help them give you an answer that’s at least close. It doesn’t have to be perfect. A value that’s “close to” is better than showing no monetary value at all.
- The next element of the formula is close rate. In other words, how many of your converted visitors become paying customers? This really varies depending on what type of business you run and what type of traffic you’re getting, but try to find out about how many of your clients leads turn into clients.
- When you multiply the two, you’ll be arrive at a goal value. In other words, how much money each lead or conversion is worth.
- Here’s an example. If my customers net me about $5k on average…
- And I close about 20% of my website leads…
- 20% of $5k is $1,000. So I’d assign a goal value of $1,000.
- To do that, you need to set up goals in Google Analytics and attach that value to them. Keep in mind that this is for lead gen business models. If you work for a retailer who has an e-commerce website, you’d use e-commerce tracking to calculate value generated from the organic channel. The idea is similar, it’s just more precise since the purchases are being made directly on-site.
- These types of business owners only understand the bottom of the funnel. Purchasing is a journey. Often an irrational one with multiple touchpoints stretched out over a long period of time (especially as your product or service gets more expensive).
- If you’re only looking at the bottom of the funnel, you’re going to get discouraged and think SEO is dead.
- SEO can really fatten the top and middle of your funnel, catching people who are in their research and consideration phase before they buy. When these people visit your site through a ranking result, and then leave, and then come back through PPC and convert, “organic search” will show as an assisted conversion, along with the estimated revenue it produced, giving SEO the credit it deserves.
- As helpful as that method can be for showing the monetary value of SEO, your boss or your client may need a little bit more convincing. Sure SEO is valuable, but I still see paid advertising as my go-to strategy for customer acquisition and growth.
- It’s time to manage expectations. Help your boss or your client to see the long-term, sustainable value of SEO not only in producing revenue, but producing a better CAC than paid advertising channels. Here are two helpful ways for doing that:
- Addressing customer acquisition costs (CAC) Paid advertising is only effective as long as you pay for it. Money in, money out… forever. SEO is different. Once earned, it can bring you free traffic over time, allowing you to increase your pool of potential customers while decreasing the cost it takes to acquire them. This is how you lower your CAC. With SEO, not only does it bring in a steady stream of free traffic, it’s also not subject to changing ad prices. With PPC, your CPC may go up at any time.
- Keywords everywhere on top of GSC performance reports One of my favorite tricks to help paid advertising advocates see the value in SEO involves two free tools: Keywords Everywhere and Google Search Console’s performance report. All you have to do is install the KE plugin and go to your GSC Performance report. KE will overlay a CPC column on your data, so what you’ll have is the keyword you’re ranking for, how much you would have to pay for a click if you bid on that keyword with Google Ads, and then the “clicks” column, so how many clicks you’re getting from Google Organic. By multiplying CPC by clicks, you can see how much they would have had to pay in PPC for the traffic that your SEO efforts earned them for free.
- Any time I talk about this stuff I feel the need to clarify that these realities don’t mean PPC isn’t effective. This is not an anti-PPC or anti-paid ad presentation, at all. In fact, many studies, like the example I’ve shown here, show that CTR goes up when a website is showing up in both the ads and organic results, compared to either one of those results in isolation. PPC and SEO work better together. There’s a halo effect to any type of advertising — they all have cascading effects and benefit each other, even if not directly.
- There’s not an inherent connection between rankings and revenue.
- We need to connect the dots for our clients and bosses so that they see our true value and keep us around.
- Sometimes business owners will be struggling despite the SEO success you’re achieving for them. When this happens, we need to investigate offline factors that could be contributing. By helping our client identify these issues, they’re much more likely to be able to correct course and keep us around.
- Set up goals and attach real monetary value to them so that you can show your client how organic search is contributing to their bottom line, either directly or indirectly.
- Help your clients understand the long-term value in SEO for lowering their customer acquisition costs, and even potentially how it could help them reduce some of their paid ad spend.