How To Build An Accurate Digital Marketing Projection Model

As SEO has become more mainstream, a large number of digital marketing clients have been asking for SEO projections, similar to other types of marketing projections. Most digital marketing professionals, on the other hand, have been submitting projections which are so simplistic in nature that an offhand guess could have been just as accurate. The main reason why it is tough to make SEO related projections is because no one knows exactly how the algorithms of various search engines are configured. Also, as these algorithms are constantly updated, any projection made on it using current information would automatically be invalid in the future.

In addition to this, it is impossible for digital marketing professionals to know if their competitors are pushing more funds into their own SEO campaign, and consequently making their job even harder. If you are a digital marketing specialist looking to create a projection model for a client, then here are a few steps on how to go about doing it:

. Create a simple projection model: A simple digital marketing formula you can consider using is to first identify certain keywords, find out the search volume of each and add up these search volumes. You could then multiply this amount with a percentage that represents expected clicks for a certain target position in the search results. For example, 35 percent CTR for a number two ranking.

. Improve the projection model: Compare your SEO strategy with competing companies that have similar resources to you, but have managed to garner higher search engine rankings. If they can do it, then so can you.

. Add upper and lower limits: With all market projections, clients expect to see a range. Such ranges also help in tracking the success of a digital marketing strategy. If you have used search volume data from Google, you can consider using 'exact match' for the lower limit and 'phrase match' for the upper limit of incoming clicks. Do not use 'broad match', as data from this metric includes digital marketing keywords that have been counted twice or thrice over.

. Modify the model according to feedback: As you launch your SEO campaign, you should begin measuring actual performance with the projected performance. Refine your projection model according to the changes observed, such as lower CTRs.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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