Over the years as Search Engine Optimization (SEO) became more important along with social media marketing and other mediums, the big question companies face is how to allocate their budgets, especially when looking at large companies (Fortune 500s, Global 2000s, etc.). And in the big mix, what should be spent on SEO?
The first step to looking at this equation is around understanding the space you’re in and what exactly your competitors are doing. Additionally, you must have very clear, concise goals and a vision for where you want to be in the future.
Looking at Geico as a perfect example, they’re selling a product (insurance) that’s not sexy or cool but they got in their groove and realized what’s working for them. And their epic ad campaigns propelled the company into huge success that bypasses the need to dump money into SEO because there’s already enough buzz: People will search directly for Geico insurance based on a commercial they saw versus running a search around “best car insurance company.”
On the flip side, think about companies like StubHub, TicketMaster and others where their brand names and what they deliver is already known and the goal becomes capturing potential customers in the moment – like people running Google searches for tickets to concerts, sporting events, etc. where diehard fans have the money and are looking to buy tickets now. That’s where spending more on SEO to maintain the top positions is critical.
The moral of the story is that there’s no definitive amount or ratio of your budget that you should spend on SEO. You need to take a step back, analyze your goals, and find the best way to achieve them whether it’s via SEO, social media marketing, PR or all of the other mediums you have within reach. In the end, the strategy is what’s key.