Demonstrating the value of your SEO campaign

2. Miracle has over 10 years
experienced supporting national and
global brands with their technical
SEO, content and data strategy

4. • Expected profitability
• Expected cash flow

8. What are the
business goals

9. What is the strategic
company direction for
the next 1 – 2 years

11. Data creates anticipation.
Data gets you included in the
conversation.
Data trumps feelings.

14. Keyword Position Organic CTR
Search Volume

15. Keyword Position Organic CTR
Search Volume CR AOV

16. By John McAlpin
https://www.searchenginejournal.com/forecast-seo-data-studio/311579/

17. Great for
content specific
forecast
Difficult to
predict keyword
trends
Not holistic

20. Loss of data.
Evens out volatility.
Spikes in the data.

23. Statistical
significance
Greater
accuracy
Discount
outliers

24. Line graph
Bar chart

25. • Confidence interval
• Seasonality
• Data volatility
• Forecast statistics

28. You can check the degree of accuracy
by starting your forecast prior to the
end of your actual data and adjusting
the options until its as close to the
actual figures.

29. Excel

30. Cautious
Moderate
Optimistic
£0
£500,000
£1,000,000
£1,500,000
£2,000,000
£2,500,000
£3,000,000
£3,500,000
£4,000,000
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Do Nothing Model
Cautious
Moderate
Optimistic

31. i.e. GI = gains investment (how much additional
revenue, or "return", and CI = cost of investment
or client investment (spend to date).
Calculate ROI of benefit using [(GI-CI)/CI] X 100

33. Recommendations are implemented.
Factors beyond our control.
All other channels being equal.

36. Revenue/
sales
Lead
generation
Big structural
or brand
changes

37. Immediate
impact to
users
Search
engagement
Site errors

38. SEO best
practise
Low impact
change
Nice to
have/would
love to test

42. Read
https://erudite.agency/insights
/the-new-google-analytics-4-
what-you-need-to-know/
Andrei Hanganu

46. Location of the tools
crawler
Searchers language
Personalisation
Rankings cannot
always be
trusted .

54. Speed impact on CR X AOV = Increase in revenue

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