Even in boom times, marketing budgets are divided among a range of teams, channels, and initiatives.
Going into 2023, with a shaky economy likely to cap many budgets and headcounts far below optimal levels, it will be especially important for marketers to articulate a compelling case for why their area of expertise should get a fair share of resources.
In other words: forecasting how X resources will achieve Y growth is going to be vital.
Because of this, I frequently get the following questions from clients (and prospective clients):
- “How much traffic will we get from SEO and how long will it take?”
- “What can SEO do for our revenue?”
- “What kind of lift are we going to see from this work?”
The beauty and unique challenge of SEO is its blend of art and science. Unlike paid performance channels, where you have CPC and CPM benchmarks that tell you how many clicks and impressions you’ll get for a specific amount of spend, SEO doesn’t have a clear, quantifiable path to cause/effect.
That said, you can do SEO forecasting to give some directional answers to these questions and set traffic expectations for the year (or any specified time frame) ahead. In this article, I’ll explain my approach.
SEO forecasting template for 2023: How to use the tool
We’ve built a forecasting template that I’m happy to share with you here.
Before we get started, note that:
- It’s view-only, so you’ll have to download your copy. The ranges are not recommendations; you’ll need to fill in your own.
- ...
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