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Before starting work on a project or optimizing an existing site, it is important to assess the traffic potential. This is not an exact prediction, but indicative data that will help you correctly assess opportunities and make decisions. In this article we will tell you why you need a traffic forecast and how to create it.
1. CTR of a page is the ratio of the number of impressions to the number of clicks on a link in search results. The higher the CTR, the more traffic comes to the site. It depends on the position in the search results: the higher the position, the more clicks. CTR is also affected by ad units and rich snippets, which can rank first in search results.
2. Popularity of the request. Request frequency is an important factor when estimating traffic. The higher the frequency, the more traffic you can expect, but actual results may vary. For example, a frequency query may have a low CTR due to a large number of advertisements on the first page of search results.
3. CTR of the request. Even if the site is in the first position, not all users who enter a query will go to it. Many may move to an ad unit or another result. Some SERP impressions may not be genuine, reducing your overall CTR.
4. Competitiveness of the request. This indicator helps determine how difficult it is to get to the top positions for a given request. Competition depends on the number of sites that use a given request, as well as on the specifics of the request. Competitiveness can be assessed using specialized tools.
To quickly understand how much traffic and leads you can receive, you can use an SEO ROI calculator. Just specify key queries, region and average bill, and you will receive a traffic forecast.
1. Make a list of keywords. Choose queries that align with your business goals and will bring targeted traffic. Some users seek information to satisfy curiosity rather than to purchase a product.
Example: If you are selling watches, the target query might be “how to choose a watch as a gift,” while the query “when were watches invented” would be less relevant to sales.
For seasonal goods, it is important to use not only Wordstat data, but also other tools, such as the Bukvaris database or reports from Yandex.Metrica.
2. Assess demand. It is best to estimate demand through Wordstat, which provides data on requests for the last month. For more precise data, use exact occurrences of the query in quotes.
Please note that the number of impressions for a query does not always equal the number of visits. One user can click on multiple results.
It is also useful to consider seasonality as it affects demand. For example, requests for summer products will be more popular during the hot season.
3. Evaluate positions and CTR. It is difficult to predict the exact position of a site in search results, but you can focus on the average CTR data for each position. To do this, you can use the average CTR values for top positions.
For new sites or new requests, you can use historical data from similar sites or projects.
4. Calculate potential traffic. To calculate traffic for each request, multiply its frequency by the estimated CTR. This will give you an estimate of the traffic on the site. You can also count traffic for different positions to estimate what kind of traffic there will be if you get to the top positions.
SEO traffic forecast is a rough estimate. It doesn't give exact numbers, but it helps to better understand how much traffic can be generated as a result of SEO promotion.
Forecast data can be used for several purposes:
1. Estimation of demand for new items. The forecast will help you understand how much traffic adding a new product or service to your site will bring. If you don't have enough traffic, you might want to focus on other promotion channels.
2. Assessing the profitability of SEO services. Forecasting will help you understand whether it is worth investing in SEO promotion and what risks there are. For example, if you don't expect enough traffic to promote your blog, you might want to consider adding new topics or user acquisition channels.
3. Monitoring the work of an SEO specialist. If your forecast indicates 10,000 visits per month, but in fact the SEO specialist only brought 500 visits, this is a signal for further analysis. The forecast helps to understand whether any points were missed while working on the site.
For any questions, please contact the SEO studio “SEO COMPUTER” by email info@seo.computer.
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