Expert advice on what CMOs can expect

Wondering if SEO is worth your time and money?

Wouldn’t it be great if you knew exactly how your SEO initiatives have improved your business?

You can discover the best ways to invest in the future by gaining a solid understanding of how your research investments impact performance and your bottom line.

On May 25, I hosted a webinar led by Wayne Cichanski, VP of Research and Site Experience at iQuanti.

He demonstrated the business benefits that can be discovered from certain SEO activities, empowering you to see the true value of your investment.

Here is a summary of the webinar.

To access the full presentation, fill out the form.

Does investing in SEO work?


However, when it comes to deciding where to invest, companies generally prefer paid search over SEO.

Why is it unbalanced?

Most people still have misconceptions about every path.

Let’s dispel those misconceptions now.

Demystifying SEO Expectations Vs. Paid Search

Myth #1: You should only invest in paid or organic search.


Here is the truth:

  • You should do both; the goal is to occupy all of the digital storage space.
  • The sum of paid and organic products combined is greater than any channel on its own.

Myth #2: Paid search results in a lower overall CPA.


Here is the truth:

  • If your organic search is doing well, the CPA can reach $25-$65, instead of the standard CPA of $300-$400.

[Discover More False SEO Myths] Access the webinar instantly →

Now that you know how important it is to invest in organic search in addition to paid search, let’s address some of your concerns.

SEO Investment Concerns: Is It Possible to Predict Success?

You may be thinking, “How will I know SEO will work? Is it possible to predict the tangible success of organic search? »

The answer is yes – you can predict your SEO results.

One way to calculate the revenue impact is to use data from actual search analytics.

From there, you can determine what your annual traffic will be, based on keyword volume.

Then you can calculate your known potential leads and sales percentages to see your predicted ROI.

iQuanti, 2022

[Discover KPIs That Prove SEO Investments Are Working] Access the webinar instantly →

Now that you understand how SEO investments can drive more traffic to your website, let’s talk about how content fits into the SEO investment picture.

Content and SEO: Understanding the ROI Breakdown of Investment

Content is king, but what kind of content do you need to write?

How does this fit into SEO?

In short, content is what appears in search engines.

  • What should you write?
  • When should it be written?
  • What are the expectations and role of each type of content?

[Find Out How Much Content You Should Produce] Access the webinar instantly →

When you publish a content item, make sure it’s published:

  • To be read by the user.
  • To match a step in the user’s journey.

Make sure the content includes primary and secondary CTAs that move someone up or down the funnel as needed.

Still confused? Take inspiration from the old adage: fish where the fish are.

Considerations for calculating expected content ROI

Not all content is equal, nor is the return on investment that comes with it.

Several factors should be considered when defining the expected return on investment:

  • Role of content.
  • Effort to produce.
  • Classification cost.
  • Traffic.
  • Conversion.

Factor 1: Role of your content

Each piece of content has a different function, and each function affects ROI differently.

The role of content can be considered from several angles:

  • Acquisition.
  • Proof.
  • Related.
  • Mark.
  • Thought leadership.
  • Off page.

[Find Out How Each Type Affects ROI] Access the webinar instantly →

Factor 2: Production effort

Each type of content has different steps, which may require more or less work.

Here’s what Cichanski’s team looks at when producing great content:

Demystifying SEO Investments: Expert Advice on What CMOs Can ExpectiQuanti, May 2022

Factor 3: The cost of ranking content

Producing content that isn’t rated is like putting a giant billboard in the middle of an island and complaining that no one has seen it.

If you don’t have enough authoritative and trusted signals, Google will not rank your website highly.

Your go-to-market strategy should include the costs of ranking your content and the costs of increasing your authority.

[Learn About The Other Two Factors] Access the webinar instantly →

Authority & SEO: Why & How to invest

The need to invest in authority is closely related to each of the factors above.

Your site authority helps Google understand where to rank your content on search engine results pages (SERPs).

There is positive authority and negative authority.

Demystifying SEO Investments: Expert Advice on What CMOs Can ExpectiQuanti, May 2022

You want to reduce negative signals and elevate positive signals.

Technical SEO: where to invest

In addition to content, Google looks for technical factors that prove a site’s worth.

Investing in these major technical factors that affect your rank is essential:

  • Page speed.
  • Informational.
  • Transactional.
  • Utility.
  • Hygiene issues.

[What Do These Factors Mean?] Access the webinar instantly →

KPIs to consider:

  • Increased page performance.
  • Reduction of errors.
  • Faster page speeds.

As you make technical improvements, the ranking of all your pages can increase, which increases the return on investment.

[Slides] Demystifying SEO Investments: Expert Advice on What CMOs Can Expect

Here is the presentation:

Demystifying SEO investments: expert advice on what CMOs can expect from Search Engine Journal

Join us for our next webinar!

Local SEO: Top 6 Ways to Get Better Reviews

Concerned about the online reputation of your local business? Learn how to stay competitive and win customers before they even walk into your store on June 8 at 2 p.m. ET.

Image credits

Featured Image: Paulo Bobita/Search Engine Journal

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