Having trouble convincing the boss to invest in SEO? Here’s the main points you need to get across, and some useful stats to back them up:

The goal of SEO is to gain the highest possible position for your company’s website in a search engine’s “natural” search results. That’s the results that appear in the main body of the screen on Google for example, rather than the “paid” listings that appear on the right hand side or top of the results. These are the results that 91% of consumers prefer to browse and select from, when looking to make a purchase (Tamar’s 2008 search attitudes report). This statistic alone should highlight just how vital SEO has become.

More than half of all internet users use search engines at least once a day, and when browsing search results, 92% of consumers select a result from within the first three pages.

SEO is therefore extremely effective for online lead generation, increasing online sales or simply increasing your website’s online presence and brand awareness.

There are a number of reasons why SEO is a highly effective part of an online marketing strategy, one of the main reasons being it’s return on investment. Companies do not have to pay search engines to appear in “natural” search results or when a link to their site is clicked, so any click-throughs could be classed as “free” traffic, and investment in an SEO strategy is regarded as being more cost effective than “pay per click” or banner advertising.

Due to the complexity of SEO, many companies choose to employ a digital agency specifically for this task, and one of the many essential aspects they will incorporate into the strategy is link building. Link building consists of the strategic placing of links to your company’s website on third party websites, forums, social media sites and directories, and within the content of press release articles. This increases your website’s overall relevance to Google and in turn boosts it’s position in the search rankings.

Without good SEO a company risks it’s website sinking into obscurity and a significant loss in internet traffic. It also risks it’s brand not being taken seriously and loss of reputation as a result.

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