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This article won’t tell you exactly what to include in your business case, but it will suggest how to structure it with examples of how AccuRanker’s features can be used to help you sell our software to your boss. This guide uses examples that may be more useful for a business, but can also apply to SEO professionals and agencies.
We followed the structure listed below, but feel free to experiment with whatever works for you:
Strategic benefit
Evaluating options
Expected benefits and timelines
Costs
Return on investment
Risks
We’ve even created a handy one-page template that you can download and use when writing a business case for purchasing AccuRanker , and you’ll find our template with a sample business case at the end of this article .
Remember – the best cases are short and sweet france mobile phone numbers database so try to keep it to one page.
First, we want to quickly explain why you should care about keywords and why a keyword ranking tracker should be a part of your marketing arsenal.
Are you convinced already? Continue to the 'strategic benefit' section from here.
Why Are Keywords Important?
Why do Keywords Matter
Keywords are important because they create the connection between what people are searching for on Google and the product, service, or content you offer to meet that need. As a website owner and content creator, you want the keywords on your site to match what people are searching for so they have a better chance of finding your content.
Naturally, your competitors will be targeting similar keywords to you – this is where your keyword research allows you to identify which keywords are most important and competitive, and any gaps your competitors may have missed.
This guide from Ahrefs gives a good overview of how to do keyword research, but if you want to go in-depth, check out this series from Backlinko .
Let’s say you’ve done some solid keyword research and started working on your website and content, but your boss wants to know if your strategy is working and, most importantly, what your return on investment (ROI) is.
How can you show that your content strategy is reaping ranking rewards for targeted keywords? How are you performing compared to your competitors? Is there room for improvement?
This is where keyword ranking tracker comes into play.
keyword rank tracker
Strategic Benefit
Let’s face it, people aren’t exactly thrilled to hear why they need to spend money on software – so you need to explain why you need a rank tracker. Explain what your company does, what isn’t currently being done, and how this software solves it.
For example, let's say your product is software that is both superior and more cost-effective than all of your competitors, and your keyword research is solid.
But you rely on organic traffic to drive conversions. You need a tool that centralizes data to help you drive that traffic and drive conversions, while making it easy for your team to analyze.
A keyword ranking tracker like AccuRanker can help you with this: the search volume feature means you can identify target keywords, while the keyword history and notes function allow you to track progress on selected keywords. What’s more, you can see your Share of Voice compared to your competitors and quickly download reports for meetings.
Need more proof? One of our clients , Kinsta , realized the potential of organic traffic to convert into paying customers — using AccuRanker’s various features, they were able to increase their organic traffic by 571% in just 13 months. That’s a mind-boggling number.
Evaluating the Options
We know AccuRanker is the only solution for you. However, your boss may want to see your work and understand why it is the right solution. For example: why didn’t they hire a freelancer to review the data for you? Are there other ranking trackers to consider?
First, focus on why a rank tracker is so important and how AccuRanker offers you the best solution compared to other options. You can find our full list of features here .
For example, to significantly increase your traffic, you’ll need quick insights with new keyword data through a tool that also allows for multiple users. As an added bonus, AccuRanker also lets you load existing data from Google Search Console, send automated reports, and integrate with Google Data Studio.
How you set this up is up to you, one approach could be to create a visually appealing table with a summary of prices and all the features you need indicated with ticks and crosses to give you an at-a-glance overview of your research.
If you haven't already, AccuRanker also offers a 14-day free trial without needing credit card information , so you can take the initiative and test the tool yourself.
Expected Benefits and Timeline
Expected benefits and timescale
This section is divided into two sections: tangible benefits and intangible benefits. Tangible benefits relate to issues such as budget and return on investment, while intangible benefits relate to employee experience and customer service.
Tangible benefits and timeline
The trick here is to appeal to the rational side of the argument. Your boss will want to see some basic numbers explaining why a keyword ranking tracker will improve SEO efforts.
For example, your keyword research showed that some of your target keywords have a cost-per-click (CPC) rate around $10. The search volume for most of these keywords is quite high, and the click-through rate (CTR) shows that many users are clicking on the results — so it seems worth the effort.
The problem is that you rank on page two of Google, and what’s even more frustrating is that your main competitor ranks in the top five for almost all of those keywords, even though their service is more expensive and they offer less service.
If only you could get to that top spot and start converting those searches into paying customers. You know that by reaching the top four results for that keyword, you’ll drive a lot more traffic to your site and have a better chance of converting those searchers. In fact, research on organic search results by Mediative has shown that 83% of users on desktop will look at a top Google listing, and that number rises to 99% among mobile users. Additionally, while 60% of clicks to a search page on desktop are in the top four organic results, that number jumps to 75% on mobile. So you can’t ignore those top positions.
You have an approximate timescale for improving your rankings, but it's difficult to give a more accurate figure as it takes a long time to process and understand your historical keyword data from Google Analytics - another advantage of AccuRanker.
More importantly, this software is less problematic to implement – AccuRanker is cloud-based, meaning there is no need to download the software.
