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  • http://twitter.com/ianhowells Ian Howells

    “Oh, you can’t have a blog? Well your competitor found a way.”

    Loved using this one. Every company has a competitor that they hate (in my experience). Showing the fact that *they’re* using a certain tactic is usually a rock solid way to get a yes.

  • http://www.nickeubanks.com/ Nick Eubanks

    Hey Jamie – perfect timing on this piece, I love the notion of projecting out costs and potential returns from investment in SEO. I published a post this week as well looking at the business of SEO, would love your thoughts on my approach: http://www.seonick.net/seo-business-model/

  • Jamie Blomquist

    Competitive analysis is the core for getting buy in when you lag in an area. When you have a Client leading the pack and wanting to stay on the bleeding edge, using cross-industry aspiration examples works just as well too.

  • Jamie Blomquist

    I like when SEOs bridge activity through to revenue, but I LOVE that you brought in the other half of the financial statement – investments and costs to compete. I would imagine that this is probably the hardest part for a marketing manager to estimate, especially one just starting to think about SEO. What kinds of assumptions would you make for cost to create content or create assets? Or have you seen a good resource for this?

  • http://www.nickeubanks.com/ Nick Eubanks

    I actually touch on how to abstract content costs in my post, and it’s all going to depend on keeping clear logs (which most dont) of specific costs that contribute to content production, from there it’s some simple division to extract the average per asset cost. One potential approach would be to take the standard deviation of average asset production cost to figure out how much variance there is between your upper and lower maximums, this would allow you to create a more accurate projection as long as production tasks and activities stayed the same.

  • Justin Sous

    “Train your client’s blogging team on SEO best practices- it’s not about telling them what to do, it’s about giving them another tool and helping them hone their skills.”….Giving a man a fish will feed him for a day, teaching him to fish will feed him for a lifetime.

    Great article, Jamie. I deal with the dreaded “how much opportunity is there” question pretty much the same way you described, just not in a pretty/neat chart :). Nice one!

  • http://twitter.com/swpritchard54 Steve Pritchard

    I was once told by a business owner that he new a lawyer that everybody in town use to work with. That particular lawyer however was not a fan of technology. Each time something new came out he resisted it, because he didn’t, or simply couldn’t see the value. Eventually people stopped working with him. They couldn’t leave him a voicemail, send him a fax, or email documents to him. It became too difficult for people to work with him, and so they stopped. Just imagine how things could have been different for him had he embraced some of those simple things. You may not understand all the intricacies of SEO, but turning your back on it could bite you in the end. Great post Jamie! Understanding the thought process of others is the heart of any solution.