You can use a properly structured plan as the business case for an SEO project. The way to do
this is to express the target results of an SEO project in terms of financial impact. You could
include a variety of metrics in a business case,
such as:
• Revenue
• Lead generation
• Margin
• Branding value
• Reach
• Other action triggers (newsletter sign-ups, contact requests, demo requests, free-trial
acceptance, viewing a specific piece of content, etc.)
Measuring such things requires that you tie organic search engine visits to the revenue and
other conversions that result.
this is to express the target results of an SEO project in terms of financial impact. You could
include a variety of metrics in a business case,
such as:
• Revenue
• Lead generation
• Margin
• Branding value
• Reach
• Other action triggers (newsletter sign-ups, contact requests, demo requests, free-trial
acceptance, viewing a specific piece of content, etc.)
Measuring such things requires that you tie organic search engine visits to the revenue and
other conversions that result.
