There is a never-ending issue all SEOs must face: fighting for budget. I’ve found this to be especially true when it comes to link building. SEO , although technical in nature, can be explained in real-world measures to upper management. There’s data, traffic levels, technical configurations and on-site elements directly in your control to measure and report. With link building, upper management often approaches metrics in a single, dogged mindset: price per link. The easiest way to quantify the value of a link is through cost — particularly to the budgetary gatekeeper. Measuring link-building campaigns by cost is fair, but it creates the wrong mindset. It’s the difference between price and value . Today, I want to explain how SEOs can and should sell the value of link building upstream, instead of the price. Three critical stages to communicate value As an in-house SEO, you’ve reached the point where you need links to achieve your goals. So how do you request additional budget? It st...