How do you show the value of investing in SEO to other departments and stakeholders since those types of tactics don’t have instant payback?

In order to show the value of investing in SEO, you must set expectations from the beginning. You need to convey the narrative that SEO is a long-term investment, likely several times, to drive the point across. I’ve found success in using the analogy that SEO is similar to an investment portfolio, where the greatest returns are seen in the long-term, not short-term.

A few ways to set yourself up for success include:

1. Education, education, education. I can’t stress enough how important it is to continuously educate your stakeholders in SEO, especially those who are not SEO practitioners.

2. Data and dashboards. At the inception of the effort, be sure to set up dashboards with agreed-upon KPIs. This will enable your stakeholders to have transparency in how the data is trending long-term. It’s important to anticipate their questions, and this is one way to be transparent about the data.

3. Paint the picture. You’ll need to tell the story of how SEO amplifies other marketing efforts and complements a holistic marketing strategy.
   

Essentially, you’ll find the most success by being transparent and setting realistic expectations from the beginning.