Why predict organic traffic?
How and why are we going to calculate the predictions of organic traffic to a website? There may be many reasons why an organisation wants traffic forecasts. The question often arises in SEO debates and when consultants and third parties will discuss a planned SEO strategy.
What are the assumptions?
However, sufficient information must be available before you can start to calculate a traffic forecast:
According to Alice Russell from Search Engine Journal needs it is, inter alia;
- At least 12 months of organic traffic.
- Monthly increases from other channels over the same period to better understand the full picture of the traffic on the website. You choose to include these in the calculation.
- Summary of important events that may require increased investment in other marketing (e.g. SEM) and which may have affected traffic in general.
- Seasonal fluctuations (high and low activity cycles) and important periods for the website industry.
This information must be a ‘good candidate’ in order to produce realistic and relevant forecasts. Incomplete and incorrect data, in other words, cannot be used.
How?
To carry out a traffic forecast, we used: Distilled Previewer tool. Furthermore, the necessary data were from: Google Analytics retrieved and exported to Google Data Studio. We transferred data from Data Studio to the Projection Tool. This was the whole process. Here you can read more on how and what to use the tool.
We performed 2 analyses of 2 companies (see pictures below)So let's say that this is the same thing as that. First, traffic forecast for an enterprise using SEO services.
For comparison: A traffic forecast for an actor that does not focus equally on activities related to search engine optimisation. This is not the case with SEO being necessarily the solution to everything, but at least it can give us some pointers and directions to look at. For example, if we see that the trend is negative, it can pay off a SEO technical audit which reveals technical defects and side defects.
Conclusion:
There are different methods and techniques for predicting changes in organic traffic. In this case, we used a tool called Distilled ForecasterSo let's say that this is the same thing as that. These projections are of course not an absolute truth and also have weaknesses as there may be many different factors that may have affected growth/degradation in organic traffic. The forecast can be used as a starting point for discussion of changes. You can go to your management, customer or stakeholders, and say, ‘ This happens if nothing changes, here’s what I suggest we change. ’