Forecasting SEO and EdgeSEO: Converting Forecasts into Revenue Fasterize
It not only allows you to predict the performance of an SEO strategy, but also to transform them into tangible business results. By converting your traffic estimate into a business estimate, you are shifting your SEO into a new dimension! A dimension in which your revenue-generating recommendations must be deployed as soon as possible. This is where EdgeSEO comes in, by offering a solution that allows SEO teams to deploy their roadmaps autonomously and finally overcome the lack of IT bandwidth and the technical limitation of your CMS. Let’s take a closer look at how SEO forecasting works with EdgeSEO.
1. The crucial role of SEO Forecasting
SEO forecasting is a complex and nuanced discipline that goes far beyond keyword analysis or ranking tracking. It relies on sophisticated predictive models to anticipate market trends, identify growth opportunities, and assess the potential impact of SEO strategies on traffic and conversions. The practice requires a deep understanding of search algorithms and user behaviors, allowing for accurate predictions of future results. SEO forecasting has the advantage of:
- to estimate the potential impact of keywords on your traffic and SEO campaigns on your traffic to determine the best investment.
- to prioritize resources to deploy the recommendations that will bring the most business value.
- to set realistic goals with your customers or management.
- to detect emerging trends and potentially lucrative niches.
- to plan content development based on anticipated trends and user search intent.
- but above all, to estimate the additional income that will be generated by SEO over the coming months, taking into account all the previous elements.
Disclaimer: In this article we will not discuss the specific methods of performing an SEO forecast. Many experts have done it and will continue to do it much better than us. Here is a list of articles that we recommend:
- “What Is Search Forecasting And Why Is It Important?” on Search Engine Journal
- “How to Create an SEO Forecast [Template Included]” published by Moz
- “How to Estimate Your Organic Traffic Potential for SEO” on SEMRush
- “SEO Forecasting With 1st and 3rd Party Data & Competitor Forecasts” on Ahrefs
- “The baseline problem in SEO forecasting” by Kevin Indig
- “SEO Forecasting”: or how to (properly) use AI to predict your traffic and visibility” published by Neper
On the other hand, we will see here how SEO forecast combined with EdgeSEO technology can be a vector of additional business and give a new dimension to your internal SEO.
2. SEO Forecasting: your revenue ally
SEO Forecasting allows you to obtain a forecast traffic curve, which is already an important and particularly difficult step. But it would be a shame to stop there. As we said just before, this forecasting is an opportunity to give a new dimension to your SEO. How? By converting your forecast traffic into revenue. You thus move the discourse from “traffic gains” to the revenue generated by SEO.
2.1 Convert your traffic estimate into revenue
You’ve done the hard work: you have a reliable estimate of the traffic increase for the coming year. Now all that’s left is to go the last mile to demonstrate the full business potential of your work: translating this traffic estimate into revenue. To do this, the calculation is simple:
- Calculate the number of transactions generated by SEO: average conversion rate x your estimated total traffic for the coming year
- Calculate revenue generated by SEO: average basket x number of transactions
If you want to determine only the incremental revenue generated by SEO over the coming year, replace your traffic estimate with your incremental traffic estimate in your calculations above.
2.2 Determine the return on investment (ROI) of your SEO:
To go even further, you can determine the ROI of your actions via this calculation: (income generated – cost of your SEO actions) / cost of your SEO actions *developments, external services, tools, time spent, etc. From this point, your monthly traffic potential will no longer be abstract for your hierarchy/your client: it can mean additional income of several thousand euros. In addition, the ROI calculation will allow you to demonstrate how SEO amplifies profits compared to expenses. You thus demonstrate the full value of your work; and who says value, says budget and especially prioritization .
3. How EdgeSEO amplifies your forecasted revenue
Before getting into the heart of the matter, let’s talk about a particularly impactful obstacle that many SEO teams encounter: the speed of deployment of SEO optimizations.
3.1 The main obstacle to the deployment of SEO recommendations
Deploying an SEO recommendation can be quite an adventure! The journey can be fraught with pitfalls. Among them:
- Lack of IT resources/bandwidth in 43% of cases
- The difficulty in proving the ROI of the project in 29% of cases (the SEO forecast will be of great help here)
- Technical limitation of CMS in 12% of cases
SEO tickets in releases often represent a small percentage. Whether for good or bad reasons, the result is the same: in more than 50% of cases, an SEO recommendation takes several weeks or even months to be deployed, which delays position gains by the same amount.
This is where the concept of EdgeSEO comes into play.
3.2 What is EdgeSEO?
The term “Edge SEO” was introduced by Dan Taylor, Head of Technical SEO at SALT agency, at the TechSEO Boost conference in 2018. This approach relies on a CDN that allows code to be executed directly on its servers. A CDN is a collection of servers distributed around the world, facilitating the rapid distribution of content to users, no matter where they are located.
In practice, this offers the possibility to implement code directly on the CDN, allowing to modify the source code of a web page before it is presented to the user or analyzed by Google’s indexing robot. It is thus possible to modify and technically optimize the source code of the pages for SEO.
Now that you are clear on the concept, you still need to be able to exploit it.
At Fasterize, we have put our tried and tested (and trusted) engine
more than 10 years serving Edge SEO!
From your EdgeSEO dashboard, you can configure your SEO recommendations in just a few clicks: choose your rule, configure it and deploy it in just a few clicks.
As an SEO expert, you can take back control and quickly and massively deploy:
- HTML tag correction
- Content injection
- An update of the robots.txt file
- Internal mesh optimizations
- and many other optimizations, the only limit is your expertise and your imagination!
One of the major challenges in SEO is agility in implementing recommended optimizations. EdgeSEO stands out here for its ability to accelerate this process. By allowing SEO experts to deploy numerous recommendations quickly, simply and autonomously without going through the prioritization box in the IT backlog, EdgeSEO allows both to put agility back at the heart of SEO’s daily life (and thus to gain in reactivity/adaptability to Core Updates), but also to maximize the business gains generated by new traffic.
3.3 How can EdgeSEO impact your SEO forecasting and revenue?
Let’s take a concrete example: a company wants to improve its positioning on strategic keywords and has, for this, defined a batch of recommendations that take on average 3 months to be deployed. The results of these optimizations (position gains, additional qualified traffic) will not be seen before these 3 months.
And Google will still have to take your changes into account quickly and your recommendations will allow you to achieve the expected results. If this is not the case, you will have simply lost 3 months.
Now let’s imagine that these optimizations are deployed via EdgeSEO, in a few minutes, instead of the 3 months mentioned above. You will be able to observe the results of your optimizations much more quickly.
In case the results are conclusive: you will have a direct and positive impact on the results predicted by SEO forecasting. EdgeSEO will have transformed your forecast by significantly increasing visibility and traffic more quickly than expected.
In case the results of your optimizations are not there, you will not have lost 3 months and you will be able to continue iterating to improve your strategy.
The connection between SEO forecasting and business data is crucial. When a company is able to convert traffic forecasts into revenue estimates, it can better justify the investment in SEO and make this somewhat mysterious science a little more tangible. SEO experts must therefore be able to communicate this value to decision-makers, based on solid predictive data and demonstrating how rapid optimizations, facilitated by EdgeSEO, can positively impact the bottom line.
By adopting SEO forecasting and EdgeSEO, SEO experts are not just keeping up; they are getting ahead of the game and unlocking the full potential of their optimizations.
