Understanding the growth opportunity
Keyword Gap Analysis of Competitors
This is common knowledge, but it can sometimes avoid customer attention – showing them who their real online contestants are with questions and search intentions.
A perfume shop, for example, would be in stiff competition with large retailers such as Amazon deciding to offer more, online services than competing perfume shops.
A search of the customer’s domain in relation to the competitive landscape will give you an overview of overlapping and non-overlapping keywords, along with their key features (search volume, seasonality, etc.). This is an important way to understand which keywords are worth presenting in your SEO proposal and predecessor strategy so as not to get carried away by misleading keywords.
Continuing our perfume shop example, although customers may want to focus on a specific set of keywords, you will be able to create a compelling, data-based argument to improve non-overlapping keywords.
Suppose you found out that a contestant from our perfume shop had dedicated pages for fragrance-based perfumes that target “vetiver” or “white musk”. Repeating this will not involve changing the customer’s product line and adding new valuable keywords to it.
Customer market share
Another way to evaluate a customer’s business status is to use visibility metrics as market share indicators. Calculated as an impression share and weighted against search volumes, it shows you the growth potential compared to the client’s competitors and the total shares.
As it is expressed as a percentage, you will know where your attention is focused.
For example, if it is a competitive market, and the main competitor has a 70% visibility, then improving the ranking of high-volume keywords in the top 3 group would be a game-changer. You will also know which keywords to choose for a winning SEO strategy.
Transparent calculation for a realistic time frame
After doing a thorough research and selecting the targeted keywords at hand, modeling how non-brand organic traffic might look if a particular performance is achieved within a time frame of 6 or 12 months, then your agency is right Will help to set expectations.
To do this, you have to look at all the variables that affect your keyword list:
- Year-to-year trend of weather searches and keywords.
- How inertial traffic is affected by the weather (looks like website ranking will still be stable).
- The performance in time towards the SEO goal is calculated as linear or exponential.
- The average CTR curve, calculated for the top 10 positions for each mix of SERP features and device segmentation, shows you the actual clicks that manage to reach your client.
- Long-tail keywords and their impact on predictive traffic.
With this model in mind, you estimate sessions and conversions instead of rank. For example, in SEOmonitor’s forecasting module, the estimate of additional conversions is based on the number of additional visits multiplied by the corresponding conversion rate of each keyword included in the calculation. You can verify each input and output at an individual keyword level and see what makes the scenario realistic or far away.
In this way, you transform the stuffed notion of forecasting into a more tangible idea – various additional traffic scenarios that turn into potential business outcomes, driving the conversation towards value-added marketing.
To make a case for a certain scenario, you can shed light on how their traffic would look without the proposed SEO campaign and what changes have taken place in your calculations and what you have anticipated.
Helping the customer understand the overall opportunity and what is in it for their business will help you set a common foundation for success.
Is this the right budget for the client’s business?
When your agency builds a business case, another important thing is to evaluate the direct relationship between SEO performance and results, which relates to an objective benchmark that both you and the client can easily gauge. .
Compare the SEO budget and predicted results to its equivalent in Google ads, and you’ll have an external comparison that SEO will bring. For example, if the estimated Google advertising price for your actual scenario is $ 55,000 for 12 months, then a $ 500 to $ 700 maintainer would be worth $ 1,500 more than one.
Conversely, if the estimated Google ad price reaches $ 250,000 + for the same 12-month timeframe, it is clear that we are talking about international SEO on a highly competitive market and $ 5,000 to $ 7,000 retainer less. Less than.
Instead of going back and forth to set budget benchmarks, you will now have an overview of where the business is and how you can contribute in terms of revenue. So this calculation can help you to determine the correct value for that client profile.
Even if you don’t want to put that forecasting scenario in your proposal and instead negotiate for KPI after SEO is in technical improvement (3rd or 4th month of collaboration), you have at your disposal Will be an important internal calibration tool.
Helps assess forecasting practices if the new client’s objective is to make it worth it and to hold your agency accountable for the SEO strategy you propose.
Is the campaign heading in the right direction?
An initial business case with variable scenarios helps the agency define success for a new client. Again, this is important only after tracking the progress of the SEO campaign. After all, forecasting is simply a way to predict a possible future and set “a north star” for both of you. The rest depends on how the strategy develops in the context of shifting.
Here is where reforecasting plays an important role.
Perhaps the agency decides to share the KPI in the third or fourth month of cooperation for the first time after implementing audit requirements. Or it is time for a quarterly review, and the initial SEO strategy and subsequent forecasts are examined. Either way, it is important to modify and adapt.
Maybe there are new keyword lists to add and model to the traffic landscape, or digital PR opportunities to add to the overall plan. The client may have additional products or services they want to optimize that were not included in the initial plan.
For example, coming back to our perfume shop and its epidemic challenges, it is important to touch base regularly to see what new opportunities are. They are looking to branch out into the home fragrance industry, but do not know how much demand there is in their target market. As their SEO agency, you can re-pitch an SEO campaign based on search data for “home perfume” and design a creative digital PR campaign for that hook.
This stage of the process of building a customer relationship is an added benefit in proving how you have created business value and what else you can do.
In order to effectively convey the value of your proposed SEO campaign, it is important for potential customers to decide whether the price is right, the time frame is right, the ROI is worth it, etc. This is a way to keep your agency honest and accountable. There is also the way.
A reliable forecasting method helps with all of the above, as you get:
- Establish a common definition of what success looks like – rankings achieved for relevant keywords, visibility achieved against competitors, etc., which directly results in additional traffic, conversions, revenue.
- Establish a realistic budget based on the client profile and the equivalent value of its Google ads.
- When it is a matter of adjusting the strategy, keep in mind and rewrite the SEO objective.
SEOmonitor’s forecasting module supports SEO agencies to do all that with reliable data and all the necessary variables, taking into account seasonality, YoY trends and more.
In addition, with Google Slide integration, you get a proposal builder that automatically pulls forecast data and transforms your business landscape into a pitch-ready presentation.
The forecasting module is one of the solutions that SEOmonitor develops for agencies to develop, manage and retain more relevant clients.
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