Forecasting Search Traffic
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Search Innovation Seminar Presentation by Graeme Benstead-Hume, Digital Marketing Manager at SiteVisibility
Forecasting Search Traffic
- 1. Forecasting your search results Estimating Traffic and Conversions By: Graeme Benstead-Hume
- 2. Why estimate keyword traffic
- 3. Write content which will be read
- 4. Make sure you are optimising for keywords that people are searching for
- 5. Identify new business opportunities
- 7. How many people are searching for our target keyword?
- 9. Google Adwords Keyword Tool Candy 11.1m Global Monthly Searches 673k Local Monthly Searches Low Competition
- 10. How does the season affect search volume?
- 11. Google Insights
- 12. Other uses for Google Insights Add a seasonal touch to your keyword strategy Read long term trends to identify future opportunities Justify recent changes in traffic volume
- 13. How manypeoplewill click on ourGoogle placing?
- 14. Click Through Rate Studies Based on our studies these figures are the most accurate CTR estimates produced so far.
- 15. Putting it all together
- 16. 6,600 Estimate Sweeties at first place in March March Weighting March Search Volume 歎 Total Avg. Search Volume CTR at position 1 Estimated monthly search volume 0.89 0.364 x x =2140
- 17. And conversions? 2140 Estimated monthly traffic Average conversion rate 0.02 x =42!
- 18. And revenue? 42 Estimated monthly conversions Average Revenue / Conversion 贈50 x =贈2100
- 19. What else can I do with forecasting? Impress your friends and family with tales of the future! Choose which terms to focus budget on! Calculate ROI!
- 20. Actually how accurate is this? We also use real life data once we have it to add weights to search volume estimates. Based on our latest studies we are looking at around a 20% error margin.
- 21. What next? Talk to me Stay Tuned
- 22. Thank you!
Editor's Notes
- First we need to know how many people are searching for our target search term. Some tools are more accurate than others.
- Some clever Math types took some leaked search data and estimated Click Through Rates for various positions on Google.