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Keyword Revenue Forecasting Tool

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The Keyword Revenue Forecasting Tool provides insight into the traffic and revenue gains that can be earned through SEO and content marketing. In addition to traffic and revenue, reports are provided for a comparative investment to PPC, prioritization of keywords provided, along with a current and 12 months forecast of competitor's organic search rankings and traffic share.

HOW IT WORKS

There are two types of forecasts that can be created; traffic or traffic + revenue. Both forecast types are generated by calculating user-provided / first-party data with second-party data sources.

1ST PARTY DATA SOURCES

USER PROVIDED

Based on the report type selected (Traffic or Traffic + Revenue), user data will be provided in up to 3 steps:

  1. Both Forecast Types: Your domain and up to 3 competitor's domains
  2. Traffic + Revenue Forecast Only: Up to 4 business categories and associated performance (category conversion rates and average order values)
  3. Up to 20 keywords and associated categories (categories only required for Traffic + Revenue forecast)

HISTORICAL CLIENT PERFORMANCE

Historical client keyword ranking performance is referenced when determining the improvements a website can realize over the course of 12 months. This data tells us that based on a website's baseline or current ranking, a X% monthly rank improvement can be expected based on an average of client performance for a given starting ranking.

2ND PARTY DATA SOURCES

  • GOOGLE ADWORDS KEYWORD PLANNER API

    The Google AdWords Keyword Planner API provides the average monthly search volume, estimated cost-per-click and the competition for keywords submitted. This data provided by Google is used in each of the reports provided in the forecasting tool.

  • AUTHORITY LABS PARTNER API

    The Authority Labs Partner API provides Google organic keyword ranking data for keywords submitted. If multiple URLs on a single website rank for a submitted keyword, the lowest ranking (closest to position 1) will be used for baseline ranking data. Keyword rankings are stored for up to 24 hours to create efficiency for multiple same day reports and to ensure ranking data is fresh if the same report criteria are run at a later date.

  • ADVANCED WEB RANKING CTR STUDY

    The Advanced Web Ranking CTR Study was completed in 2014 and to date is the most comprehensive study of keyword rankings and the click-through-rate (CTR) by ranking. What makes this study even more valuable is that Advanced Web Ranking segmented two of the most important variables when estimating CTR by position: industry and branded vs. non-branded keywords. To ensure our forecasts are kept as conservative as possible, we are using both applicable industry information (if available) and non-branded CTR data.

REPORTS & CALCULATIONS

TRAFFIC OPPORTUNITY REPORT

Traffic Opportunity projects potential traffic from organic search for 12 months. Traffic is a calculation of current keyword rankings, expected ranking improvement over time and industry keyword position CTR.

Keyword Traffic = KWBR * KWRC = PKWR, PKWR(LOOKUP:KWCTR) * KWSV

REVENUE OPPORTUNITY REPORT

Revenue Opportunity projects potential revenue from organic search over 12 months. Revenue applies traffic opportunity with category-specific conversion rates and average order values.

Keyword Revenue = (Keyword Traffic * KWCR) * KWAOV

PAID SEARCH TRAFFIC VALUE REPORT

Paid Search Traffic Value projects what could be spent on Google AdWords to achieve the same potential traffic in organic search over 12 months.

KEYWORD VALUE REPORT

Keyword Value segments the traffic or revenue opportunity unique to each keyword, with a cumulative value over 12 months. Additionally, priority levels are assigned to each keyword by comparing unique values against the total keyword aggregate. This comparison is based on median values of three criteria: Revenue (above keyword aggregate median), Competition (below keyword aggregate median) and Traffic or Revenue (above keyword aggregate median). Priority assignments are based on the following:

  • PRIORITY: 1 of 3 Criteria Met
  • HIGH PRIORITY: 2 of 3 Criteria Met
  • TOP PRIORITY: 3 of 3 Criteria Met

COMPETITIVE SEARCH SHARE REPORT

Competitive Search Share converts keyword position and expected CTR into a share, or percentage of the total possible CTR (e.g. ranking position #1 is 32.5% CTR or 32.5% Search Share – the highest possible for a given keyword).

COMPETITIVE TRAFFIC SHARE REPORT

Competitive Traffic Share calculates the baseline Traffic Opportunity against competitors. Traffic Opportunity in 12 months is then projected against competitor’s baselines to calculate Competitive Traffic Share potential.

ASSUMPTIONS

The output of the Keyword Revenue Forecasting tool is intended to illustrate the return for a subset of what a typical SEO program through ZOG Digital can deliver. Typical clients target and optimize hundreds of keywords. Each of those keywords has multiple derivatives that see indirect benefits and SEO results. The final cost of SEO and return on investment will vary by level of scope and services.