The commercial value of the SEO proposal

The commercial value of the SEO proposal: -

Customers often request a forecast to estimate their ROI with this type of marketing investment.

Agencies are caught between building a realistic business case and explaining that they are all scenarios, not promises.

With the proper forecasting methodology in place, do both and prove the business value of SEO services.

To invest in SEO, a client must understand how that strategy translates into sessions, conversions, and ultimately revenue.

Therefore, an agency needs to connect business metrics with organic non-brand traffic and keyword ranks, the data that directly impacts.

Keywords are influenced by many variables that must be considered when designing a reliable methodology to create realistic SEO scenarios.

Keyword research influences those scenarios:

The trend of the customer industry.

Business trend.

A growth phase, or they stagnate.

Market share in terms of organic real estate (the visibility compared to the competitors).

Understand the growth opportunity.

Competitor Keyword Gap Analysis.

Show who the true online competitors are in terms of queries and search intent.

Exploring the customer's domain in relation to the competition landscape will give an overview of overlapping and non-overlapping keywords, along with their key attributes (search volumes, seasonality, etc.).

This is a meaningful way to understand which keywords are worth introducing in the SEO proposal and the subsequent strategy so as not to be diverted by misleading keywords.

Calculated as an impression share and weighted against search volumes, it shows growth potential compared to customer competition and the overall percentage.

For example, if it is a competitive market and the main competitor has 70% visibility, improving the ranking of high volume keywords in the top three group will be a game changer.

Transparent calculations for a realistic time frame.

Search seasonality and the year-over-year trend of keywords.

The performance over time towards the SEO goal, calculated as linear or exponential.

The average CTR curve calculated for the top 10 positions for each combination of SERP features and device targeting shows the actual clicks that reach the customer.

Long-tail keywords and their impact on expected traffic.

Get an estimate of sessions and conversions instead of ranks.

Check each entry and exit at the individual keyword level and see several additional traffic scenarios that translate into potential business results, leading the conversation to added marketing value.

When the agency builds a business case, another important thing is to assess the direct connection between SEO performance and results, correlated with an objective benchmark.

Compare the SEO budget and expected results to its Google Ads counterpart, and will have an external comparison showing the value SEO brings.

The forecasting exercise helps to assess whether the goal of the new client is worth it and holds the agency accountable for the proposed SEO strategy.

An initial business case with varying scenarios helps the agency define the success of the new client.

It is important to track the progress of the SEO campaign once it is in place. Forecasting is just one way of estimating a possible future.

New keyword lists to add and model in a traffic scenario or digital PR opportunity to add to the overall plan.

Effectively communicating the value of the proposed SEO campaign is crucial for potential clients to decide if the price is right, the time frame is right, the ROI is worth it, etc.