Webinar Recap: The Questionable Art of SEO Forecasting

Do you want to know what SEO initiatives are worth pursuing? Forecasting the ROI of SEO isn’t always easy but there are good (and bad) paths to knowing if what you are planning to do will deliver the results you are looking for. Local SEO Guide will have an open discussion with industry experts to dive deeper into the current trends and improved methods so you can know if a forecast is divination or data science.

About the Forecasting Webinar

Local SEO Guide hosted a live webinar to discuss SEO revenue forecasting with a panel of SEOs from leading brands like Hubspot, Locomotive Agency, and Trader Interactive. This webinar will summarized and expanded on the Local U forecasting talk given by LSG’s CEO, Andrew Shotland, on April 5th 2022. Some of the major topics for discussion were:

  • What are some of the challenges for forecasting SEO?
  • How are SEOs currently approaching SEO forecasting?
  • A Better scientific method for SEO forecasting 
  • Building an industry standard for SEO forecasting

Watch the recap here:

 

Why are we talking about SEO Forecasting?

SEO Forecasting isn’t always straightforward but it’s necessary to predict success, prioritize initiatives, and answer inevitable stakeholder questions like: 

  • How much am I going to get?
  • How fast can I get there?
  • What’s the ROI on SEO investment?

In the past, SEO forecasting has sometimes had a bit of a struggle with getting buy-in from stakeholders. At first glance, it can seem less predictable than other marketing channels and they, of course, want to know, “How Much Am I Going To Get & How Fast?”

SEO forecasting can be challenging for SEOs, and no industry standard currently exists, which can lead to some to develop half-baked methods to appease stakeholders or justify marketing budgets. So, how can you sort through solid forecasting methods verse magical marketing promises?

Addressing the Challenges of Forecasting 

Predicting the impact and return of investment for SEO can be challenging but you don’t need a crystal ball to tell the future. By looking at some key factors like historical data, the current state of the market, and the present state of your site you can give stakeholders a picture of what they can expect. Local SEO Guide’s latest approach uses machine learning and seeks to help SEOs and stakeholder better predict SEO ROI by using these key factors.

Building Better Forecasting Methodologies

Local SEO Guide’s purpose for holding this webinar is to open the dialogue around forecasting methods (good & bad) and build a standard for the industry. We talked about different approaches and take live questions from the audience.

Featured Panelists

Rachel Heseltine

VP of Consumer Growth

Trader Interactive

Andrew Shotland

CEO, SEO consultant

Local SEO Guide

Marty Martin

Founder, CEO

LOCOMOTIVE Agency

Victor Pan

Principal Marketer, Technical SEO

Hubspot

 

 

 

Jess Peck

MLOps Engineer

Local SEO Guide

 

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