3. Track Your ROI

There are a multitude of tools that can demonstrate how a focus on SEO leads to more credible leads, Walters said.

The tools range from Google Analytics and Google/Bing webmaster tools to call tracking, video tracking, email tracking and form tracking, Walters said.

"There's a lot of tools," Walters said. "Some of them are quite costly. But you can get much of this stuff for free." 

Before engaging in SEO tactics, Walters said partners should ensure their websites have a great design, are mobile-friendly and have SSL.

"SEO is just going to fast-forward the number of people that are going to see you," Walters said. "So if you're not happy with your image, change that first."