Reasons why accurate SEO forecasting is crucial for your business

John Courtney of Boardroom Advisors discusses one of the most ‘invaluable tools’ used in today’s data-driven, online world

Reasons why accurate SEO forecasting is crucial for your business

Google has long been the be-all and end-all of the internet. If you want to buy a product, look up a recipe, or find a specific resource, most people use Google. It makes sense that if you want your business to be successful online, then it needs to be optimised for Google’s ranking.

And if you want your website optimised, you need it done correctly. It’s estimated that approximately 75% of users don’t go beyond the first page of search results. So you have to do everything in your power to ensure your website ends up on the front page.

Many people will tell you that SEO (search engine optimisation) is a lot like gambling. You’re rolling the dice by changing certain aspects of your website, in the hope that Google will take notice and send traffic your way.

Yet SEO is just as much about applied science as it is luck. Welcome to SEO forecasting, the best method for optimising your website when it comes to staying on top of Google’s ever-changing algorithms. SEO forecasting offers stability and helps you to understand how your changes will affect your website’s performance.

What is SEO forecasting?

Simply put, SEO forecasting predicts how optimisation will affect your website’s performance. It involves a deep dive into analytics, data modelling and keyword research. 

SEO forecasting affects everyone from big brands to small businesses. SEO forecasting is an invaluable tool that allows businesses to track their progress and set realistic goals for the future. And all companies should invest time and money into SEO forecasting’s data-driven approach.

When carried out thoroughly, it will provide real insights into the future of your website. By analysing data, you’ll be able to make informed decisions about which changes should yield the best results for your website. And there are two types of data.

1 – First-party data: This includes all the data collected from your website, such as page visits, bounce rates and user behaviour. You can collect this data through Google Analytics and use it to understand how your website performs. By analysing this data, you can better understand how users interact with your website and what changes could be made to improve their experience.

2 – Third-party data: This helps you to understand how your website measures up against the competition. It includes analysing keyword performance across search engines, as well as the performances of your competitors’ websites. It will assist you to understand how searchers use query terms.

By collecting and assessing both types of data, this will allow you to make more informed decisions about your website’s future.

Using data to predict SEO results

Once you’ve collected the data, it’s time to put it to good use. First, you’ll need to create an SEO forecast. An SEO forecast takes all of the data and creates an estimated view of how your site will perform. You’ll need to consider factors such as keyword performance, ROI (return on investment) after making changes, and your competitors’ performances.

You’ll also need to consider how your website’s content and structure can be improved for the benefit of search engines. A good SEO forecast will include an analysis of the most important keywords for your website. It will identify your competitors and offer advice on improving your website’s structure and content.

And here are some of the key benefits you’ll enjoy with SEO forecasting:

1: Forecasting Keyword Performance

Knowing which keywords will drive the most traffic to your website is essential. This will allow you to adjust your SEO strategy accordingly.

2: Setting The Standard

You may have plans, dreams and aspirations for your website. But without a benchmark to measure your progress, you’ll never know if you’re making any headway. Forecasting your website’s performance creates this benchmark, allowing you to measure progress.

3: Predicting Competitor Traffic

By analysing competitors, their websites, and their marketing strategies, you will gain an insight into how they’ll fare in the future. Knowing what you’re up against will help you to plan for the future and make certain your website is ready to deal with any forecasted changes in the market.

4: Forecasting ROI

One of the most important aspects of SEO forecasting is estimating the return on investment (ROI). By understanding what kind of ROI you can expect from changes, you’ll be able to make more informed decisions about your website’s future.

5: Predicting Costs

Will you need to hire a part-time marketing director to help tweak your website or will you need to invest in a new content management system (CMS)? Before making any big decisions, you’ll have to predict the associated costs. SEO forecasting can help you estimate these costs.

SEO forecasting metrics

Let’s look at some of the metrics you’ll need to consider when forecasting:

CTR: The click-through rate (CTR) measures how many people click on a link after seeing it on a search engine results’ page.

Conversion Rate: Used to calculate the percentage of visitors who perform the desired action on your website. This means how many visitors completed a purchase, filled out a form, or did something else you wanted them to do.

Search Intent: Your SEO forecast should factor in what people are searching for and why. Are they looking to purchase a product? Are they researching an issue? Knowing their intent will help you to determine the type of content, keywords and topics to focus on.

AOV: The Average Order Value (AOV) measures the average amount of money customers spend each time they purchase an item via your website. Knowing the AOV will help you to predict how much revenue and profit you’ll generate with SEO.

Organic Traffic Trend: How many people find your website via a Google search? How many of these people click on it and find what they’re looking for? This is what organic traffic trend measures. 

SEO forecasting tools

You know now what SEO forecasting is and how it works. You also know why it’s important for predicting the future of your website. 

So what software tools are available?

Google Analytics: Will help you to track SEO performance, identify trends and make predictions.

Google Search Console: This tool provides insights into your website. It ranks keywords and informs you on how much traffic you are receiving from them.

SEMrush/Ahrefs: Enables you to track the performance of your competitors and their websites. Itwill help you to create better content.

While other tools are available, these three will provide you with the data and insights needed for forecasting SEO performance. Once you master the basics, you can identify trends and make predictions about the future.

Accurate SEO forecasting from an expert

There’s no guarantee that the data you receive from online software tools will be 100% accurate. That’s why it’s important to consult an SEO expert. You can hire an SEO agency if you don’t already employ an in-house expert. A good agency will have access to the best tools, enabling them to provide accurate forecasts. 

Some agencies tend to over-promise and under-deliver, so make certain you do your research to find the right one for your business. Another option is to employ a part-time marketing director. Boardroom Advisors will help you to find the right part-time marketing director. With the assistance of an expert, you can ensure that your forecasts are accurate and reliable.

In conclusion

SEO forecasting allows you to anticipate what lies ahead, so you can make the necessary adjustments. Knowing which metrics to pay attention to will help you to get the most out of your SEO investment. 

When in doubt, always consult an expert for accurate and reliable forecasts. By taking the time to understand SEO forecasting, you can ensure that your website is one step ahead of the competition.

John Courtney
John Courtney

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