Search forecasting is a crucial part of any SEO strategy. It helps digital marketers identify page performance, estimate sales and determine the expected value of their SEO efforts. In addition, it provides a way for businesses to budget for future campaigns. By predicting organic search traffic, companies can allocate resources and establish internal benchmarks.
In order to use this information effectively, however, marketers need to understand how search traffic is measured. There are several tools available, such as Google Analytics, which can pull massive amounts of historical data. However, some companies may opt for an alternative source. These include third-party analytics programs such as Google Keyword Planner. While this can be helpful, the accuracy of its results is questionable.
In addition to analyzing search volume, search forecasting will also provide businesses with an understanding of how their competitors are implementing their content strategies. This will help them develop better content that positions their company in a competitive marketplace. For instance, if a competitor is ranking for a phrase that is easy to rank for, it might be an opportunity to produce a piece that is more difficult.
Several research studies have used Internet search data to develop indicators of future economic data releases. One of these is the Da, Engelberg, and Gao index. Using this index, researchers are able to predict stock prices in the near term. The index is used by Bloomberg L.P., the Bank of Italy, and the Bank of Israel, among others.
Other research has been conducted using internet searches to forecast financial market data releases. Studies have found that search volumes are a good indicator of the demand for information, which in turn leads to trading volume. Another study finds that search data can predict the rate at which German unemployment declines.
Finally, the University of Michigan’s consumer confidence index is led by a query-based measure developed by Della Penna and Huang. This index predicts stock prices and earnings surprises over a one-year horizon. Nevertheless, most economic data is released with a lag. Therefore, there is little assurance that Internet search data models will be able to accurately predict the equity market implied volatility or interbank rates.
As a result, SEO forecasting is often a challenging endeavor. It can be tricky to predict how an algorithm change or a website design will impact the outcome of search results. However, if an SEO agency has updated its forecast regularly, it should be able to provide its clients with a more accurate estimate. Additionally, it is important to show a client how the SEO efforts will improve their profits. Using SEO forecasting is a great way to show a client that SEO is worth the investment.
Ultimately, SEO forecasting helps companies decide which strategies are best for them. The right approach can also help set realistic expectations about search traffic. Having a firm understanding of what to expect can help reduce wasted time and money. Lastly, SEO forecasting helps businesses to avoid unpleasant surprises.