Many people, including SEOs, think SEO goals are directly connected with traffic and revenue. Sadly, it’s not, at least not in all cases. Oftentimes, intense SEO efforts might not yield the expected visibility and income because there are many forecasting challenges to deal with.
Estimating the impact of your SEO goals, strategy, and efforts on traffic and revenue generation is a bit complicated but this post will simplify it. Read on to discover how you can forecast the outcome of your SEO goals and efforts.
Importance of forecasting in SEO
Forecasting is an essential element of SEO strategy, allowing teams to estimate the potential impact of their efforts on organic traffic and revenue. While there are various methods for SEO forecasting, such as relying on spreadsheets to build a model or using forecasting tools like SEOmonitor, the importance of forecasting goes beyond just these methods.
One key reason forecasting is so important is that it helps set realistic goals for SEO efforts. By estimating the potential impact of SEO activities, teams can establish achievable targets for traffic and revenue growth, based on available resources. This not only helps motivate the team, but it also allows for more effective resource allocation. By prioritizing efforts that are likely to have the greatest impact on traffic and revenue, teams can optimize their SEO strategy and maximize results.
Forecasting is also crucial for performance evaluation. By comparing actual results to forecasted results, teams can identify areas where their SEO strategy is working well and areas that need improvement. This evaluation allows for better decision-making, as teams can identify what is working and what is not, and make adjustments accordingly.
Furthermore, forecasting helps communicate the potential impact of SEO activities to stakeholders. By providing clear and measurable estimates of the impact of SEO efforts, teams can demonstrate the value of their work and secure support and resources from stakeholders. This is particularly important in larger organizations where SEO efforts may need to be justified to management or other departments.
Another advantage of forecasting is risk management. By estimating the potential impact of different scenarios, teams can identify potential risks and take steps to mitigate them before they become major problems. This proactive approach can save time, resources, and money in the long run.
- Methods for Forecasting in SEO
I. Reliance on Sheets to Build a Model
- SEO teams often rely on spreadsheets, such as Google Sheets, to build forecasting models for their SEO efforts.
- These models typically use historical data to estimate future organic traffic and revenue.
- The models can be complex and time-consuming to build, requiring expertise in data analysis and forecasting.
II. Use of SEOmonitor Tool for SEO Forecasting
- SEOmonitor is a tool specifically designed for SEO forecasting.
- It allows users to define and adjust various parameters to create customized forecasts for their SEO efforts.
- The tool takes into account various factors that can affect SEO performance, such as search volumes, seasonality, and device segmentation.
- It also considers the attributes of individual keywords to estimate additional sessions that can be expected.
Furthermore about SEOmonitor
(A). Ability to Define and Adjust Parameters
One of the key benefits of using SEOmonitor is the ability to define and adjust various parameters.
Users can set specific rank targets for keywords and adjust the timeframe and progress speed of their SEO efforts.
This level of customization allows for more accurate forecasting based on the specific goals of the SEO team.
(B). Consideration of Keyword Attributes for Estimating Additional Sessions
SEOmonitor uses the attributes of individual keywords to estimate additional sessions that can be expected.
This takes into account various factors, such as the competitiveness of the keyword and the intent of the user performing the search.
By considering these factors, the tool can provide a more accurate estimation of the potential impact of SEO efforts on specific keywords.
(C). Issue of Proprietary Algorithms and Preference for Transparency
One potential issue with SEO forecasting tools is the use of proprietary algorithms that are not fully transparent.
Some users may prefer more transparency in the calculations and estimations made by the tool.
SEOmonitor addresses this by providing users with the ability to define and adjust various parameters, giving them greater control and visibility into the forecasting process.
SEOmonitor’s forecasting tool is designed to help businesses and digital marketers predict their website’s future search engine rankings and traffic for specific keywords. Here are the key features of this tool and how they work:
- Definition of rank target for keywords:
To use this tool, you first define a rank target for each keyword you want to monitor. The rank target is the position in the search engine results pages (SERPs) that you want your website to achieve for that particular keyword. For example, you may want to rank in the top 3 positions for a highly competitive keyword, or you may be satisfied with a top 10 ranking for a less competitive one.
- Definition of timeframe and progress speed:
Once you have set your rank targets, you can define the timeframe in which you want to achieve them, as well as the progress speed you expect. This means you can set realistic goals based on your business needs and timeline, and track your progress over time.
- Inclusion of search volumes, seasonality, device segmentation, and past conversion rates:
SEOmonitor’s forecasting tool takes into account several factors that can influence your website’s rankings and traffic. These factors include search volumes (i.e., the number of searches for a specific keyword), seasonality (i.e., how search volumes change throughout the year), device segmentation (i.e., how users search on desktop versus mobile devices), and past conversion rates (i.e., how many users who land on your website convert into customers).
By considering these factors, the tool provides a more accurate prediction of your website’s future rankings and traffic and helps you optimize your SEO strategy accordingly.
- Use of SERP features to calculate CTR:
Finally, the forecasting tool uses data on SERP features (i.e., the various elements that appear on the search engine results pages, such as featured snippets, ads, and local packs) to calculate the click-through rate (CTR) for each keyword. This means you can see how changes in the SERP features affect your website’s visibility and click-through rates, and adjust your SEO strategy accordingly.
Alternatively, you can forecast with topic clusters. The video below explains how you can achieve that.
PS: if you want to learn more about SEO forecasting, our comprehensive guide on forecasting got you covered.