Liam is an SEO specialist at an advertising agency. He believes that he can improve the company’s search performance by creating a blog series and pillar page. However, the CEO has been hesitant to sign off because content creation takes a lot of time and she isn’t sure they’ll see the ROI. How can Liam convince the CEO that this is a worthwhile investment?

Question: Liam is an SEO specialist at an advertising agency. He believes that he can improve the company’s search performance by creating a blog series and pillar page. However, the CEO has been hesitant to sign off because content creation takes a lot of time and she isn’t sure they’ll see the ROI. How can Liam convince the CEO that this is a worthwhile investment?

  • Show the CEO the Google Analytics and Search Console reports on how much traffic the company website is getting, their keyword rankings, and their click-through rate.
  • Create a slide deck presentation on content marketing and why it’s important to be constantly churning out fresh content for Google.
  • Gather data about the search volume for the keywords Liam wants to create content for, showing the CEO the potential search visibility, clicks, and leads they might gain by following this strategy.

The right answer was: Gather data about the search volume for the keywords Liam wants to create content for, showing the CEO the potential search visibility, clicks, and leads they might gain byfollowing this strategy.

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