Clients often ask for a forecast to estimate their ROI with this type of marketing investment. Agencies are caught between building a realistic business case and explaining that they’re all scenarios, ...

Let’s take a typical story of how the pitching process works. Sarah, the CEO of a successful SEO agency, gets introduced to the CEO of another successful e-commerce company through a common friend.

Unlike paid media, earned media lacks the tools to form trustworthy predictions about the outcomes, which can make potential SEO customers indecisive. A quick look at the typical story of how the ...