SEO presentations are used to get stakeholder buy-ins.
They communicate technical errors, highlight potential opportunities, and ultimately convince or discourage stakeholders to or from signing-off on a SEO strategy.
In a way, a SEO presentation can be compared to a sales pitch.
Similar to a sales pitch, a SEO presentation must communicate two things:
- The current situation
- The desired situation
SEO presentations generally drive a large wedge between current and desired situations.
The SEO strategy is the solution that minimizes or removes the wedge.
If a wedge exists and SEO is a solution your SEO presentation will be a breeze, and stakeholders will see it as a no-brainer.
How to conduct a SEO presentation
A SEO presentation visualizes a prospect’s:
- Current SEO performance
- Competitor analysis
- Desired outcome
- What will happen if there is no decision / action
These above items can be simplified by using a common sales formula:
- Current situation
- Desired situation
Let me explain…
1. Highlight the current situation
The current situation should expose weakness and aggravate sensitivity to the point that it induces pain.
Gather data and use it to tell a story:
- Website audit
- Competitor comparisons
- Keyword gaps
- Keyword rankings
- Google analytics & search console metrics
- CRO audit
If you want to take it a step further you can run a traffic projection/forecast for the scenario that they do not take any action.
Overlay industry standard
- conversion rates
- close rates
or better yet, pull this data from your prospects Google Analytics and CRM to get the most precise sales and revenue forecasts.
2. Illustrate desired situation / outcome
The desired situation should should not focus on metrics, rather use them to incite positive outcomes.
The business outcomes will be unique to each situation, get creative.
Use metrics & KPIs such as
- keyword search volume
- organic traffic
- conversion rates
to illustrate what it would be like if you are successful.
3. Pitch your offer
The offer is how you will get from A to Z, and what you will receive in return.
Desired outcomes come at a cost. It is your job to inform the stakeholders of the resources required, and time needed to execute.
Inform stakeholders of the resources and time (effort) needed to achieve the desired outcomes.
If when contrasting the effort vs desired situation it is not an easy decision (ROI, traffic, leads, sales, revenue) you have not successfully done your job. Go back to the drawing board.
Final thoughts on SEO Presentations
For a SEO presentation to be successful it should:
- Illustrate the value
- Outlining a clear path to success (that provides a positive ROI)
The current situation and the desired situation is the core material of your SEO presentation.
If it is not a clear decision, than SEO does not provide a big enough opportunity, or you failed your SEO presentation.