How Do You Explain the Value of SEO? — Whiteboard Friday
Summary
So Michael Porter, who is the grandfather of modern marketing theory, talks about the fact that there are kind of three strategic levers, if you boil it down, that businesses can pull. Again, some other kind of examples of KPIs, which would be cross-departmental and high level in an organization, it might be lifetime value to cost per acquisition ratio, how much you are spending to acquire a customer that leads into that long-term value of the business. Often, we have SEO metrics, and I would ask you to think about, okay, how are they contributing to the business KPIs, the objectives that have been set at a kind of higher level. It feels a little bit scary while youre doing it, and we will be coming on to what happens when you dont hit the KPIs or the metrics that youve set. Ive not met KPIs in the past because, frankly, some of the material we were producing wasnt good enough and didnt hit the mark with our audience.