Securing Search engine optimization investments or even having SEO copywriting services’ cost included in the marketing budget of a company is becoming a tougher challenge for digital marketing departments. This is particularly the case when Chief Marketing Officers don’t understand this channel’s value fully.

However, SEO is currently a digital or internet marketing activity that 95% of marketers are using. Estimates show that more than $65 billion will be spent by companies on SEO in the year 2016.

Nevertheless, despite this increase in the use of SEO and the growth of digital marketing investments, measuring the ROI of Search engine optimization efforts presents considerable challenges to marketers.

To maximize SEO impact, digital marketing departments need to communicate value of SEO efforts while showing CMOs how they are performing in terms of SEO. Only by doing this will they secure funding, resources and attention that is required to reach marketing maturity as well as revenue-based success.

What the Board and CMOs want to Know

SEO experts or digital marketing departments should consider their target audience to communicate effectively. CMOs are not interested in slides that are full of information about the latest algorithm updates by Google. Their interest is not on steps that the departments or SEO copywriters are taking to avoid penalties due to content duplication. They are interested in the actions that SEO experts and SEO copywriting services providers are taking and how they impact the bottom line of the company.

Ideally, numbers are the drivers of CMOs. They are interested in seeing the positive impact of SEO on the growth of their brand and revenue.

They need answers to the following questions:

An appropriate presentation and dashboard will answer questions that CMOs and the board pose and engage them while enabling them to understand the role and value of SEO in the growth of the company.

SEO experts and providers of SEO copywriting services should learn to translate internally tracked data including traffic to various pages, conversions and engagement rates into information that’s important to the C-suite leaders and the board.

It is important that SEO experts and copywriters present appropriate metrics to CMOs right away using their language and terminology. This is the only way that they will engage these leaders, show them the importance of investing in SEO continuously and thereby get funding for SEO projects.

Communicating with Business Leaders and the Board

To communicate with your business leaders and the board, you need to do the following:

They also want to see how their brand’s performance and that of competitors compares. If competitors are in the process of optimizing their website at the same time with you and making process, the impact of this should be visible. It should be clear in rankings and voice share. It is important that you analyze competition from different angles including backlink profile, rankings, market share and voice share. This is the only way you will have a firm comprehension of the progress and comparison of your performance with that of competitors.

It’s clear that the growth of the SEO industry continues exponentially. However, among the most pressing challenges in the industry is measuring SEO efforts’ ROI. Nevertheless, the C-Suite, who are the decision makers when it comes to resource allotment and budgeting need actual numbers that justify expenditures on SEO.

Understanding metrics and priorities that the board and CMOs consider important will enable you to communicate with these leaders more effectively. This will enable you to ensure forward movement of your company. Following these steps will not only enable you to come up with a more effective presentation, but also monitor progress and become more efficient and effective as an SEO expert or SEO copywriting services provider.

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