Well my apologies it’s been a while sine I put a post out, but don’t worry this is a good one, i’m going to talk about SEO forecasting, how to potentially predict what return you can expect when you undertake an SEO campaign. This is following on from the SASCON Manchester Mini SEO Conference held yesterday at “The Hive” with Speakers @kelvinnewman @NicholaStott @badams hosted by @peteyoung.
It was a good mini conference but now on to the post about what I spoke about.
A couple of my last posts:
- Organic Click through rate
- Using Analytics to prove the long tail theory
- Predicting time scales in SEO
These are articles were simply part of my process to engage looking at how to predict a return on investment from an SEO perspective, it’s a long article so grab a coffee and start reading.
I’ll make it clear at the start of this article that this is educated guess work and that it is not a definitive set of figures, however it is a useful guide when you see the results.
Click Through Rates
A recap of my earlier article I took that data from an eye tracking study in 2004, AOL search records in 2006 and then GWT data in 2010 I did this to get an average Click through rate (CTR) if you ranked on the first page of Google. I elimated no.1 position as this would create a higher value becuase of the sheer volume of clicks going to position 1.
The average CTR for position 2-10 is approx. 4.85%
I also needed to consider what percentage of traffic clicked on Organic listings as oppose to Paid listings the research showed approximately 35% clicked on paid and 65% clicked on natural listings.
Website Conversion Rates
In terms of looking at website conversion rates I carried out research from various articles saying how conversion rate can be anything from 1% to 10%, this was to inaccurate for me so in my article about the long tail theory I took the data of 166,000+ keywords set up an custom report in analytic’s and then looked at the conversion rate by keyword length.
From all the data I collated I have advised that an average conversion rate is between 2-4%, for the purpose of this article the figure for website conversion rate is 2.9%
(By conversion I’m talking about a sale, a phone call or an enquiry.)
We now need to get some keywords, this is an investigative exercise, think about your industry, what would you type in to find your site, use tools such as:
Even think about your demographics and how this may change your keywords using sites such as:
- Price bracket
- No. of Competing Results
- 12 Months of results
- No. of Months to achieve 1st page
- Increase in Positions (After 12 months)
- No. of links site hard at start
- No. of links site had at end
- No. of links increased
- Site Age
- local monthly searches
- organic to Paid %
- organic CTR
- Predicted visitors
- Predicted No. of sales
- Average order value
- Gross Profit %
- Drill down by Source
- product revenue
- By Keyword.
- Predicting Organic Traffic to your website
- Analysing the Potential Income
- Studying the investment required
- Working out profit & loss for your Business Plan.
- Carrying out ongoing tracking of your predictions
- Looking at long term goals by reviewing the potential from ranking between positions 10-5 against 3-1.
Video from Internet World 2010 on similar presentation (The slides above have the updates on)
This video is 20 minutes long so please be aware.