décembre 12, 2022
De mon point de vue, la création de prévisions dans le domaine du référencement est l’une des choses les plus difficiles à faire. Le manque de données dans Google Search Console et Google Analytics oblige l’utilisateur à faire preuve d’une grande créativité et d’une grande capacité d’adaptation. La première question à se poser est la suivante : pourquoi commencer à prévoir votre trafic et votre chiffre d’affaires en matière de référencement ?
Travailler dans le domaine du référencement nécessite de faire beaucoup d’hypothèses et de s’appuyer sur des données insuffisantes. Le temps et l’expérience ont montré qu’il existe une marge d’erreur assez importante dans les prévisions. Examinons le processus de création d’une prévision.
Working in SEO requires making a lot of assumptions and relying on insufficient data. Time and experience has shown that there is quite a large margin of error that can arise during forecasting. Let’s take a look into the process of creating a forecast.
Google search console
We always start our SEO forecasting journey in Google Search Console. First, we make an export of all Google Search Console data of the last 12 months. After that, we like to first filter out branded traffic, so we delete all the lines that have branded queries. Branded search terms tend to have a higher CTR than non-branded searches have. So if your focus is on increasing positions for non branded searches, it is better to leave them out, to get an honest, more accurate average CTR, based on current positions. The next step is aggregating your queries by position. By doing this, you will get an average CTR based on position. It should look like the image below. We can use these average CTRs to calculate what keyword rankings are able to bring to the overall performance.
Google analytics
Oftentimes, a company boasts a great website. Their content is great, and the UX is fully optimized, but the site doesn’t generate enough conversions. Why? Because it doesn’t generate enough traffic! Most landing pages have a conversion rate of about 2,5%. Therefore, a steady stream of organic traffic is essential to their success. That’s where we come in! With advanced international backlink strategies, Seeders is able to generate long-term, sustainable traffic growth for your website. It’s pretty simple, really: higher online authority leads to more traffic, which leads to more conversions and revenue
Third party keyword data / or Google search console data
The last part focuses on honing in on, and defining your ambitions/goals. We would like to encourage you to do this on a keyword level. For example: build a group of keywords that you want to focus on for the next year. Create a document with the keywords, the current position and the position where you want them to be at in the next 12 months. Additionally, get from your GSC file how much traffic you have got on that keyword in the last 12 months. To sketch the potential you can again go multiple ways. You can use the last 12 months’ views from GSC. On the other hand, you can also add the previous 12 months search volume from a third party tool like Ahrefs, SeRanking or SemRush. Your document should have approximately the same lay-out as the one below;
The last step is to multiply the potential volume with the session value and you will know how much traffic and turnover there is to get. And here you go, try it out and create a great forecasting business case yourself.
Chief Executive Officer
Dennis Akkerman est le directeur général de Seeders Zwolle. Avec une solide expérience dans le marketing en ligne, Dennis dirige l'équipe dans le développement de stratégies efficaces pour permettre aux clients de développer leur présence en ligne. Il est dévoué à obtenir des résultats et à assurer le succès de chaque campagne. L'expertise et le leadership de Dennis alimentent la mission de Seeders d'aider les entreprises à prospérer dans le monde numérique.
