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How to Forecast and Pitch SEO Opportunities



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In this presentation, I'll share how to use SEMRush, Google Search Console, and Bing Webmaster Tools to forecast SEO opportunities. Some KPI's that may be important for you include sessions, transactions, and revenue.

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How to Forecast and Pitch SEO Opportunities

  1. 1. How to Forecast SEO Opportunities By: Greg Kristan
  2. 2. What it Feels like When Pitching SEO
  3. 3. What It Should Feel like When Pitching SEO
  4. 4. Find KW Opportunities and Potential • There are many ways to show SEO potential for any project you work on. Some ways I work to show the value of an optimization is to • Work on keywords that are not ranking on page one in Google / Bing. If I know I rank for “boston seo expert” on page one, but I rank for “seo expert” on page three, I’ll include the latter in my report to show the search volume and an estimated CTR% for “seo expert.” • You can also work to improve keywords on page one in Google / Bing to show the traffic difference if you achieve a better rank, but this holds more risk than keywords not on page one.
  5. 5. How to Find Your Keywords on Page 2 Using SEMRush 1) Organic Keywords 2) Create a Filter for “keyword containing” if you want to work on a theme 3) Position Greater Than 10 4) Position Less Than 21
  6. 6. Using Bing Webmaster Tools and Google Search Console, We Can Forecast Expected CTR% for Achieving a Certain Position Threshold
  7. 7. Get a Baseline of a CTR for *All Keywords* in Bing Webmaster Tools for a Desired Rank Position, or Drilldown to a KW Theme To Get More Precise Data
  8. 8. Bing Webmaster Tools has a Unique CTR% Difference Chart Showing what a lower rank position did for your click through rate • Click on “view served pages” under any keyword to open up this report. If you are working on a keyword theme to optimize, you can get better CTR% data here to help forecast your results in Bing.
  9. 9. Google Search Console Performance Report will Show You Aggregate CTR% and Ranking Data. Same as Bing, you can Drilldown to a KW theme or desired rank position
  10. 10. Take the CTR% Data from Bing Webmaster Tools and Google Search Console + Keywords from Any Tool that Shows Keywords on Position 2 and Put Everything into Excel.
  11. 11. How to Gather Search Volume for Google and Bing?
  12. 12. Use SEMRush (or another tool) to Gather Search Volume Data for Your Keywords. Then take whatever that number is and multiply that number by ~15% to get Bing’s Search Volume
  13. 13. Add the Search Volume from SEMRush into G SV (Google Search Volume) and then take 15% of that number to put that into Bing SV (Bing Search Volume)
  14. 14. Bing also Powers Yahoo, DuckDuckGo, MSN, and AOL search So 15% Market Share is Fair to Use to Forecast Search Volume In the U.S
  15. 15. Gather Critical KPI Metrics to Display the Business Impact of Achieving Top Keyword Rank Positions Search volume increase for your session monthly goal (use SEMRush) Historical conversion rate to use with the increase session traffic. (use Google Analytics) Average order volume for what a conversion is worth to the business (use Google Analytics)
  16. 16. Google / Bing Session Increase for a 3 Rank Position Multiply Search Volume by the CTR% Prediction
  17. 17. 3rd Organic Position in Google / Bing for Reference
  18. 18. Example : Conversion Rate 5% Average Order Volume : $90
  19. 19. New Number of Conversions Add (Google + Bing Traffic) * Historical Conversion Rate
  20. 20. Order Volume Increase Multiply New Number of Conversions x AOV
  21. 21. Showcase New Number of Monthly Sessions + Revenue by Getting those Keywords to Position 3
  22. 22. Final Thoughts • Now you have the power, knowledge, and formulas to use to forecast the following SEO KPI metrics • Session Growth • Transaction Difference • Revenue Improvement
  23. 23. Tools Used Bing Webmaster Tools → Gather Bing’s CTR% for your keywords to use as a baseline for the third position SEMRush → Tool to find keywords that you rank for and the search volume that is associated with them Google Search Console → Gather Google’s CTR% for your keywords to use as a baseline for the third position
  24. 24. Future • Feel free to play with the CTR% to showcase the difference from a conservative, moderate, and aggressive forecast model to get your point across! • You may even see numbers saying that a top position in Google / Bing can yield a ~20% CTR, so the difference can move your project to the top of the que regarding resources and budget!