How to get SEO budget signed off

Thanks for coming to the talk. Here are the slides and the spreadsheet model behind them. Take the model, put your own numbers in it and build a case your finance team can say yes to.

The model · Excel spreadsheet

SEO Investment Forecaster

Enter your search demand, the extra click share you expect to win, conversion rate, order value and margin, then set the ramp. You get a 12-month forecast with contribution, net ROI, payback month and downside, base and upside scenarios.

Opens in Excel, Google Sheets or Numbers. Start on the "Start Here" tab and only edit the green cells.

The talk · PDF, 22 slides

How to Get SEO Budget Signed Off

All the slides from the session: the five inputs, the worked example, turning revenue into contribution, the risk scenarios and the four numbers to put in front of the board.

PDF, 1.2 MB.

The model

Five inputs. One investment case.

1. Demand

Qualified searches you can defend. Use GSC, Keyword Planner and paid search terms, then de-duplicate.

2. Capture

The extra click share SEO can realistically win. Do not forecast "position #1".

3. Conversion

Your own GA4 or CRM conversion rate beats an industry benchmark.

4. Value

Order value × contribution margin. Finance funds profit, not traffic.

5. Ramp

SEO takes time to build. Phase the return month by month.

Demand × capture × conversion × value × ramp = forecast.

Need a second pair of eyes?

Want help building your SEO investment case?

If you would like us to pressure-test your numbers before they go to the board, get in touch. Or connect with David on LinkedIn.

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