Need to prove your SEO proposal’s ROI? Will your executive team only approve a proposal if it provides clear value to their business? Do your stakeholders require visible alignment with technical resources, executive buy-in, and business models just to start any SEO project? You know what’s needed for SEO to drive success, but how do you prove the pathway there? This is where reliable SEO forecasting comes in handy. Transparent, precise, and reliable forecasting is a great, proven way of aligning sales, SEO specialists, and customers. Watch our webinar to learn how to forecast your SEO strategy, one that your shareholders can trust and confirms your SEO's value. You'll learn how to: - Prove the business value of your SEO proposal. - Easily connect SEO objectives to business outcomes. - Utilize data to confirm SEO's value. Anca Țenea, Community Manager at SEOmonitor, and Edward Coram James, Chief Executive at Go Up, will demonstrate how SEO forecasting can help you solve your organization's specific business problems. Most SEO teams struggle to prove their long-term impact, align everyone involved, and trust the data when forecasting future results. Make SEO’s value tangible, differentiate yourself, and align expectations with SEO deliverables to ensure success in your organization, using the solution in this informative webinar.

2. Why forecasting?

3. ● Agency’s profitability
● Client churn
● The need for a larger marketing budget & a larger
sales team
● Well selected clients result in clients that remain
for much longer

4. Client
selection criteria

5. General criteria:
● Agency capacity
● Budget
● Conflicts of interest
● Industry specialism

6. We add into this mix:
● Ethics
● Business case (forecasting)
● Objectives
● Viability
● Chemistry

7. When to forecast?

8. ● Forecasting. After month three, four or five of a campaign
● Business case stress testing. As part of the qualification
process

9. How we stress test
a business case?

10. ● 10.000 organic hits/month. 3% CR. 450 leads/year.
● Secondary CR: 25%. 112.5 new clients/year.
● Profit /new client: £3000 & £337,500 / campaign / year
● Annual cost of the campaign (to the client): £108,000
● Campaign profit (for the client): £229,500

11. ● When we know there are thousands of good keywords
● Wargaming the scenario
● When there is a competitive field or a small number of
keywords to target
Additional fail safes:

12. When to set KPIs:
● Month 3, 4 or 5 of a campaign.
● Potential arbitrary checks

13. Setting the
campaign budget

14. Pitfalls of manual forecasting
● Lack of reliability
● Lack of effectiveness & dishonest
forecasts
● Time investment in building the models

15. Building reliable
forecasts

16. Forecasting checklist
● Intention
● Data
● Conservatism
● Traceability
● Accuracy

17. Creating the right
business proposal.

18. SEOmonitor.com
Business owners
need an output.

19. SEOmonitor.com
● How much value
can be created?
● Show and prove the
potential future
business results.
● Close the deal.

21. With the Google Ads Keyword Planner,
you can:
● Have a clear view on the data quality and accuracy.
● Do a forecast in minutes.

23. The process of getting
those ranks and how the
budgets are spent.

24. SEOmonitor’s
Forecasting
framework.

25. A reliable forecast will validate the
opportunity from two perspectives:
● Assess the client potential
● Evaluate the campaign’s budget and
ROI

26. Main controllable inputs:
● Keywords.
● Ranks.

27. A reliable SEO forecasting helps you:
● Understand the data modeling
● Explain it to your team and your stakeholders

28. Setting your
desired
ranking target
1

29. Keyword variables
influencing your
forecast
2

30. The average CTR curve.
SEOmonitor.com

31. Search volume, Year-over-Year trends,
and Seasonality.
SEOmonitor.com

32. SEOmonitor.com
Device Segmentation

33. SEOmonitor.com
Past Conversion
Rate

34. SEOmonitor.com
Long tail effect

35. SEOmonitor.com
Non-brand organic traffic
additional improvements

37. You’ll be able to:
● Validate the SEO opportunity and necessary budget
● Quantify the SEO efforts’ impact on a longer-term basis.
● Align expectations between sales, marketing, and other
stakeholders involved.
● Have confidence in the potential future outcomes.

38. SEOmonitor.com
George Box
“ “
All models are wrong
but some are useful

39. Go Up’s approach
to forecasting.
Client use case.