MBA METRICS FOR SEO: HOW TO SPEAK LEADERSHIP'S LANGUAGE

Summary from the TLDR Marketing newsletter

Leadership doesn't distrust SEO - it distrusts metrics reported in a language it was never trained to read. Rankings and traffic clicks mean nothing to a team that judges channels by market share and ROI, so the fix is translating SEO into those same terms. Share of Voice stands in for market share, organic traffic value stands in for revenue growth, and branded search volume stands in for brand demand. Reported this way, SEO stops being a marketing activity that needs defending and starts reading like a business one.