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Predicting SEO growth in a environment of extreme uncertainty, by Cosmin Negrescu/ SEM Days 2015
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Predicting SEO Growth in an Environment of Extreme Uncertainty Cosmin Negrescu CEO SEOmonitor.com @ncosmin @seomonitor
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Transcript of Predicting SEO growth in a environment of extreme uncertainty, by Cosmin Negrescu/ SEM Days 2015
Predicting SEO Growth in an Environment of Extreme UncertaintyCosmin Negrescu CEO SEOmonitor.com
@ncosmin @seomonitor
What is characteristic of the SEO industry is that we have to work in an environment of
extreme uncertainty
Fast feedback Accurate
“You can’t manage what you can’t measure”.
Branded & Non-branded organic traffic merged
How do we measure SEO performance now
Branded & Non-branded organic traffic merged
Branded & Non-branded organic traffic merged
Branded & Non-branded organic traffic merged
Number of keywords
0
250
500
750
1000
June August
Top 3Top 5Top 10Top 2020+
Number of keywords (1.000) Search volume (1.000.000)
Let’s look at search volumes
0
250
500
750
1000
June August0K
250K
500K
750K
1.000K
June August
Top 3Top 5Top 10Top 2020+
The Visibility Score
Visibility Score• tells us for how much of the total search volume a website is
visible in SERP
Search volume (1.000.000)
0K
250K
500K
750K
1.000K
June August
Top 3Top 5Top 10Top 2020+
Visibility Score
0 %
18 %
35 %
53 %
70 %
June August
Bunt Studio (2007-2011)
Hosting
SEO
Web designAdwords
Web developmentSocial Media
Lesson 1: Blue Ocean Strategy
Lesson 2: Focus
What happened next?
• Let go of all my clients ~500K €/year • Started to remodel the agency • Loaned money from an investment
fund • Started to sell SEO only.
I had no idea about what challenges I would encounter but once I embarked on that journey I couldn’t stop, I had to succeed.
After 3 years We are now delivering more than 100 campaigns per year and for over 90% of them we are over the promised results.
The Forecast
• put their idea and plan on paper • convince investors to put their
money at stakes • motivate their team to follow This turns the pitch into an “offer they can’t refuse”
The data behind it
By using a machine (in our case SEOmonitor.com) you can merge the keyword data from Google Webmaster Tools with the traffic data from Google Analytics in order to get back the traffic and conversions on keywords with a good accuracy.
We divide the keywords in two groups: branded and non-branded
We get the seasonality of the keywords from Google Adwords.
The next step is to forecast the non-brand organic traffic if we successfully implement our SEO campaign
Then we use Google Adwords data in order to estimate how much the client would pay in 12 months to buy the same number of visits from Google Adwords on the keywords we selected to optimize.
The Forecast
