Highlight how your traffic would look with and without the SEO campaign?

[Habib01]

From the customer's perspective, all visibility improvements have one ultimate goal: increased business performance.

Clicks, e-commerce transactions, or goals are how businesses track them. By translating improved rankings into clicks and conversions, you link the SEO campaign to the reality of running a business.

Decoding the impact of rank changes on clicks and conversions may seem like a simple formula to a client at first.

Still, when you consider search volumes, year-over-year trends that influence past data, and dynamic and changing CTRs, it shows a lot of work and thought that goes into the process.

But to do that, you need to delve deeper into how Google displays results for each keyword business owner database and how changes to search functions affect click-through rates.

Not only that, but the arrival of mobile devices adds even more pieces to the puzzle.

The "ten blue links" have declined in favor of a combination of search functions and organic results. For example, a search for "hotels in Paris" would trigger Google's hotel widget and at least two listings. It takes more than three full scrolls to reach the first organic result.

By using a variable CTR model for each SERP, you eliminate the possibility of the methodology being considered oversimplified and exposing the client to the complexities of modern organic optimizations.

By adding monthly changes in search volume and year-over-year trends, it establishes the building blocks for a comprehensive, data-driven forecast.


Unless your clients have just launched their website, they are already ranking in search engines.

By going the extra mile and first creating and presenting a forecast based on your current traffic and the search trends that might influence it, you establish a foundation of transparency and easily researchable assumptions.