Wednesday, December 23, 2020
Forecasting SEO in 2020 was hard. Help your clients with multiple scenarios for their potential business results | 2020 has been the year of uncertainty. Demands shifted, clients' strategies were overturned. What will 2021 bring?
You can't predict the future or wizard your way ahead, but you can estimate it for your agency and your clients with a solid SEO forecasting tool.
The team at SEOmonitor designed this solution with feedback from SEO agencies all around the world to help you support your clients prepare for 2021, with realistic business goals. | | How to approach your SEO proposal
Define all the right inputs for a reliable forecast
SEOmonitor allows you to forecast for targeted keyword groups, taking into account: - the current non-brand organic traffic -- the only one you can directly influence with your campaign.
- Its inertial trend, based on search seasonality only (as if the website's rankings would stand still).
- The additional visits generated once a specifc visibility improvement is achieved, calculated using device- and SERP-based CTRs.
- The performance in time, towards that visibility improvement target.
- The Year-over-Year search trend of the keywords included in the Forecast.
- The ranking improvements of long-tail keywords (that are not part of the forecast) and their impact in traffic.
- Next to these: a "chance" indicator (difficulty) and the Google Ads budget for obtaining the same clicks.
| | | Create a realistic SEO scenario
Having all the variables that go into a forecast defined, you can start building scenarios based on your client's: -
Performance in time
Model your SEO goal achievement in a specific timeframe with the most accurate speed: grow exponentially, linear or custom. -
Desired SEO goal
Select the keywords for which you're estimating to improve rankings in the selected timeframe and let us do the calculations, based on all the inputs above. Depending on the difficulty to achieve the proposed visibility goal for you client, our tool will estimate if it's realistic or not. | | | Translate SEO results to business outcomes
With a granular and transparent module for calculations at your disposal, you'll be able to: -
Estimate impact in terms of clicks and conversions, instead of rankings, presenting how all of these combined will contribute to their business performance. -
Highlight what their traffic would look like with and without the SEO campaign, being transparent about the assumptions you've made, and ensuring that the client can easily research these to verify them. -
Set expectations that align the SEO campaign with the customer's business growth projections - and make sure they understand that SEO is not a quick-returns tactic, but a crucial part of achieving long-term results. -
Compare the SEO budget and forecasted results to its equivalent in terms of PPC strategy expenditure. Bringing in this external comparison will show the worth and value that SEO brings, and it will also give clients a chance to research and assess the projected outcome. | | | Present your SEO proposal in an effective, design-ready way with the Proposal Builder
After the objectives are set, you can make the case for your proposed strategy with a PPC-like business case.
We created an SEO proposal builder that leverages your forecasting data from SEOmonitor, with the simplicity of Google Slides. It guides you to create better SEO proposals and makes it easier to insert good-looking metrics into them with a simple drag and drop.
Plus, it is designed with insights from the real-world examples from international Search Awards-winning SEO agencies that you can see in advance:
| | BONUS — Easily track your performance and the client's business health
Once your SEO objective is set and approved, you'll be able to track it in the SEOmonitor platform and receive alerts every time there's a change.
Also, in the agency dashboard, you'll get to see your client's Business Health (conversions and sessions) and Campaign Health (SEO objective status), so you can easily intervene if it turns average or bad. Email alerts included here, as well. | | Start building your clients' 2021 business case!
Navigate uncertainty with the right data and support your clients stay on top of their digital competition in the new year with SEOmonitor's reliable forecasting tool. | | | | |
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