Andrew Charlton – Forecasting For SEO

Before businesses invest in SEO, they want to know what they’re getting for their money.

The pressure for businesses to be data-driven means it’s more important than ever to be accountable for your SEO performance.

And it’s rewarding.

Being able to reliably forecast SEO performance can:

• Win you more clients.
• Increase investment into SEO.
• Challenge unrealistic business targets.

But with so many unknowns – algorithm updates, implementation issues and economic challenges – how can you possibly predict the future?

It’s possible. I’ll show you how to embrace this uncertainty.

Introducing Forecasting For SEO.

Who am I?

I’m Andrew Charlton and I’ve been working in SEO for over 10 years.

I’ve successful led agency teams, and consulted on some of the largest brands in the UK.

Some of that time I spent as a forecasting sceptic. I always thought it was impossible to project SEO performance.

But like SEO, the same mysterious complexity drew me to forecasting. And the more I learned about it, the more I understood and valued it.

So much so, I now build forecasts for many SEO agencies and businesses across the world with FutureThought.

I want to share everything I’ve learned and the principles I’ve tried and tested in this course.

What’s inside?

Here’s an outline of what you can expect:

The thing about forecasting

  Why forecasting is challenging

 The two views of forecasting

  Using the outside view

Why you should forecast

 The forecasting cycle

 Setting the right expectations

How to forecast organic traffic

 Forecasting for SEO process

 Data collection

 Data analysis

 Forecast modeling

 Forecast evaluation

 Linear regression + seasonality

 Holt Winters

 Facebook Prophet

 Forecasting with no data

Why forecasting isn’t enough

 Forecast interventions

 Using keyword scenarios to show opportunity

How to forecast organic revenue

 Breaking revenue down

 Building plausible revenue scenarios

When you should forecast

 Know when not to forecast

 Managing communication and risk

 Forecast reporting

Sale page: Andrew Charlton – Forecasting For SEO