Once again, as we’ve always said, Search Engine Optimization (SEO) always carries some sort of controversy with it. Those who run or manage SEO always frame it as a cost-effective solution – free of the tangible costs associated with paid channels such as PPC. But the perception is sometimes misleading and it’s also sometimes detrimental to the credibility of SEO as a performance-driving channel.
Among marketing leaders, SEO teams have to adopt a more analytical approach that tracks Customer Acquisition Costs (CAC) with the same rigor as the paid media teams. Here’s why the shift has to happen and how SEO teams can be more actionable on their way to aligning with broader business goals.
While SEO is often celebrated for driving traffic, celebrating traffic alone is a flawed metric. Leadership teams are tasked with allocating budgets effectively, and without understanding the true cost of customer acquisition through SEO, these budgets can feel more like a gamble than an informed investment.
When SEO teams fail to calculate CAC, they inadvertently lend credence to the misconception that “SEO is free.” It’s not. Organic search requires time, strategic planning, skilled labor, and resources. Pretending otherwise makes it harder for businesses to make apples-to-apples comparisons between SEO and other marketing channels, such as paid search or social media.
To remain competitive and relevant, SEO teams must treat organic search as a performance channel—one that can be measured, optimized, and justified within the framework of a broader marketing strategy. Here are four actionable steps to get started:
Not all traffic is created equal. SEO teams should align their content strategy with the customer journey, identifying key touchpoints that drive users from awareness to conversion. By mapping content to conversion paths, you can focus efforts on creating assets that generate measurable business impact.
To understand the real value of organic search, calculate the costs associated with your SEO efforts. This includes salaries, tools, content creation, and link-building expenses. Divide these costs by the number of conversions driven by organic search to arrive at a clear CAC metric.
SEO isn’t just about rankings; it’s about results. By adopting a performance-driven mindset, SEO teams can shift focus from vanity metrics (like traffic or keyword rankings) to actionable KPIs, such as conversion rates, revenue, and CAC. This approach enables a more transparent conversation about SEO’s role in driving business growth.
Budgeting for SEO can be a challenge without clear financial projections. Use a spreadsheet to model when your SEO efforts will break even based on current investments and expected returns. This exercise not only helps build a compelling business case for SEO but also ensures that leadership sees its value in tangible terms.
Traffic and rankings end up being meaningless if they’re not driving efficient customer acquisition. SEO teams that take hold of CAC as a core metric don’t only prove their value, but they also gain the trust and buy-in of leadership. So yes, it’s time for SEO to shed its mysterious reputation and join the ranks of performance marketing channels.