How To Justify A Search Engine Optimization Budget

by Michael Wong

Published on April 16, 2002

Tags: E-Commerce, Marketing Budgets, Online Marketing, ROI, Search Engines, SEO, Web Analytics, Websites

If you're a marketing manager, I'm sure you use all the weapons at your disposal to achieve your sales and profit targets. Every banner advertising, direct email advertising, lead generation, magazine advertising campaign requires a proposal to justify the investment.

But what about search engine optimization (SEO)? How do you justify the investment to the head of marketing, President, or CEO. How do you quantify the value of search engine traffic?

Well, first take a look at these statistics.

Jul 05 2000: Forrester Research reported that over 80 percent of Internet users reach sites through search engines.

This means if your Web site doesn't attract 80 percent of your visitors from search engines, you're losing out on a lot of free traffic.

Feb 14 2001: A study from NPD Group found that search listings are more effective than standard banner or button advertisements when it comes to brand recall, favorable opinion rating and inspiring purchases.

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Michael Wong is a search engine optimization specialist and author of Search Engine Optimization Strategies: Top 30 Search Engine Optimization & Submission Strategies For Dummies.

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