SEO Forecasting is an expectation.
Before businesses invest in SEO, they want to know what they’re getting for their money.
The pressure for businesses to be data-driven means it’s more important than ever to be accountable for your SEO performance.
And it’s rewarding.
Being able to reliably forecast SEO performance can:
- Win you more clients.
- Increase investment into SEO.
- Challenge unrealistic business targets.
But with so many unknowns – algorithm updates, implementation issues and economic challenges – how can you possibly predict the future?
It’s possible. I’ll show you how to embrace this uncertainty.
Introducing Forecasting For SEO.
Who am I?
I’m Andrew Charlton and I’ve been working in SEO for over 10 years.
I’ve successful led agency teams, and consulted on some of the largest brands in the UK.
Some of that time I spent as a forecasting sceptic. I always thought it was impossible to project SEO performance.
But like SEO, the same mysterious complexity drew me to forecasting. And the more I learned about it, the more I understood and valued it.
So much so, I now build forecasts for many SEO agencies and businesses across the world with FutureThought.
I want to share everything I’ve learned and the principles I’ve tried and tested in this course.
Here’s an outline of what you can expect:
The thing about forecasting
Why forecasting is challenging
The two views of forecasting
Using the outside view
Why you should forecast
The forecasting cycle
Setting the right expectations
How to forecast organic traffic
Forecasting for SEO process
Linear regression + seasonality
Forecasting with no data
Why forecasting isn’t enough
Using keyword scenarios to show opportunity
How to forecast organic revenue
Breaking revenue down
Building plausible revenue scenarios
When you should forecast
Know when not to forecast
Managing communication and risk
Do I need to have technical skills?
There are some technical skills needed to navigate around worksheets and workbooks but you don’t need to be a developer.
I’m not a statistician, data scientist or analyst – and you don’t need to be either. I use simple, intuitive forecasting models and explain them plainly to help you improve your forecasting.
Who is this course for?
- Freelance SEOs
- Agency SEOs
- In-house SEOs
While this course is aimed at SEOs specifically, there are principles that can be applied across all digital marketing forecasts.
What is the format?
Slides and web demonstrations with audio. There is also a Google Sheets template.
Does this course guarantee my forecasts will be accurate?
No. But it will give you the following:
- A better understanding of how to evaluate forecasting models to increase the likelihood of accurate forecasts.
- Rules to follow for when not to forecast, so that you don’t end up with inaccurate forecasts.
- How to communicate with caveats to set better expectations with your forecasts.