By Joe Griffin, Co-founder and CEO at iAcquire
We all compare SEO to paid search in one facet or another. Many try to force SEO into an ad model. By looking at keyword search volume, existing rankings and click-through rate assumptions, one can build a financial model to demonstrate a hypothetical uptick in organic search traffic assuming certain on-page and off-page SEO tactics yield a “predictable” result.
It’s a good exercise. It gets numbers on paper. It helps open up the eyes of those higher-ups that don’t understand SEO and its ability to generate revenue. So, in that capacity it’s a good exercise. But, SEO isn’t just about driving revenue. It’s about brand building, reputation management and good ol’ fashion PR.
Here are specific tips below for brand managers and SEOs, and a list of why SEO is so sustainable and scalable for CEOs.