How Do You Explain the Value of SEO? | Whiteboard Friday | Bethan Vincent | 4K

Most SEOs can say they’ve struggled to explain the value of their work at one time or another. Explore tactics to navigate the challenges of communicating the value of SEO to stakeholders in this episode of Whiteboard Friday. Join Bethan as they talk about how to align SEO metrics with business goals and navigate tough ROI conversations with confidence. Thank you to our guest host, Bethan Vincent:  LinkedIn ► https://www.linkedin.com/in/bethanvincent Website ► openvelocity.com Download the high-resolution whiteboard graphic from the Moz Blog: moz.com/blog/explain-the-value-of-seo-whiteboard-friday ⏱ Timestamps 0:00 - Introduction 0:49 - Why defending SEO is challenging 1:40 - Framework for explaining SEO ROI 2:40 - Understanding business strategy fundamentals 3:05 - Three strategic levers businesses can pull 4:55 - Mapping SEO metrics to business KPIs 5:13 - The difference between metrics and KPIs 6:38 - The importance of forecasting in SEO 7:22 - Aligning with levels of certainty in forecasts 8:43 - Creating narratives around your forecasts 10:26 - What to do when you don't hit your KPIs 11:28 - Key questions to ask when missing KPIs 14:12 - Final thoughts on handling ROI questions Quotable Highlights "'It depends' is not a good enough answer for senior stakeholders." "A forecast should be a reasonable expectation of the future." "I've learned throughout my career that actually owning it and giving a good explanation makes stakeholders respect you more." "External stakeholders do accept that things go wrong. But what they actually want to know is what you're going to do about it." "You can't come up with a solution without the diagnosis." *************************************** ADDITIONAL MOZ RESOURCES: 30-day Moz Pro Free Trial ► https://mz.cm/3jZq3p3 Check out Moz Local ► https://mz.cm/36Pbz7h Learn about STAT ► https://mz.cm/2IiqTzf Watch Moz Webinar ► https://mz.cm/3TgJgGK *************************************** STAY IN TOUCH: Moz ► https://mz