Business Case Report


Build The Business Case For A Holistic SEO Program

November 19th, 2020
Collin Colburn, null
Collin Colburn
Casey Sirotnak
With contributors:
Mary Pilecki , Chahiti Asarpota , Christine Turley


SEO is necessary for any company with a website; it’s critical to driving traffic, leads, and revenue. The top challenge for marketers managing SEO is understanding return from their investment. We present a model for capturing ROI that cuts through the complexity of SEO investments. It breaks down the benefits and costs while factoring in risks and flexibility. The model is an interactive workbook that marketers can change to fit specific technology costs, website components, and objectives. This report helps B2C marketing professionals make the case for investment in a holistic SEO program; it provides an ROI model for SEO program expenditures using Forrester’s Total Economic Impact™ (TEI) framework.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.