By Jim Yu
So, you want some of those business dollars filtered into content and SEO in 2015? If so, defining these three key areas will help you put together a budget that looks at internal operations, the major issues hindering the website, and tracking results to keep those dollars filtering in.
1. Identify The Problems
One of the best ways to show that dollars are needed to keep your business competitive in the organic channel is to take stock of the existing problems on the site, then show how these are impacting its ability to win against the competition.
- Perform an audit of the website and your online visibility. Have a look at all the areas of the site that can be improved, from the technical back end to the content and beyond to social media and local listings, if necessary.
- Prioritize your recommendations starting with the biggest wins; that could mean focusing on the pages that are driving the most value first, or remedies that take the least amount of effort to make the biggest strides in improvement.
- Show examples of the major Google algorithms that can negatively or positively impact a site. Companies and practitioners are always sharing their latest findings on Google Panda and Google Penguin across the Web. Even though Google’s algorithm is complex and comprised of countless signals, Google does a good job of making things clear when they are important for webmasters to know. Explore the Google Webmaster Tools Help center and Google’s official blog for more info on best practices and algorithmic signals to watch for.
2. Show Who Should Own It
Getting budget for SEO in 2015 will require you look internally to take stock of your resources, skill sets, strengths, weaknesses and business goals. Use the following questions to get started in your research: