Forecasting your search results

Estimating Traffic and Conversions

By: Graeme Benstead-Hume

Why estimate keyword traffic

Write content which will be read

Make sure you are optimising for keywords that people are searching for

Identify new business opportunities

Forecasting check list

How many people are searching for our target keyword?

Estimating Search Volume

Google Adwords Keyword Tool‘Candy’

11.1m Global Monthly Searches

673k Local Monthly Searches

Low Competition

How does the season affect search volume?

Google Insights

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

How many people will click on our Google placing?

Click Through Rate Studies

Based on our studies these figures are the most accurate CTR estimates produced so far.

Putting it all together

6,600

Estimate ‘Sweeties’ at first place in March

March Weighting 

March Search Volume ÷ Total Avg.

Search Volume

CTR at position 1Estimated monthly search 

volume

0.89 0.364x x

=2140

And conversions?

2140

Estimated monthly

traffic

Average conversion

rate

0.02x =42!

And revenue?

42

Estimated monthly

conversions

Average Revenue /

Conversion

£50x

=£2100

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!

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.

What next?

Talk to me

Stay Tuned

Thank you!