In SEO, making accurate predictions helps you obtain quantifiable, realistic projections in a field that is known for answers like, ‘it depends’. While SEO forecasting is complicated by the number of variables that need to be taken into account, it is possible to make accurate projections for a variety of SEO metrics, ranging from search behavior to market and ranking changes, to organic traffic itself in order to predict the impact of SEO actions.
Forecasting in SEO has always been worth the investment because it makes the value of SEO tangible and allows for better prioritization. More specifically, SEO predictions:
- Allow you to set realistic expectations.
- Make expected advantages much more concrete and measurable, making it easier for decision-makers to understand the potential ROI of SEO projects.
- Allow you to accurately differentiate between normal growth or seasonal peaks, and the effect of your SEO projects.
- Give you a better understanding of the impact of SEO, allowing you to better balance budgets for different inbound channels.
In order to manage the complexity of forecasting, this is not a task to do by hand, particularly if you need to study multiple projections, or need to provide predictions on a regular basis. Enter machine learning: using historical data for crawls and site performances, machine learning models today make it much easier to predict future behavior. For example, Oncrawl Labs offers a pre-built prediction process using Facebook’s Prophet algorithm. All that’s left for you to do is connect the results to a data visualization solution like Data Studio to create the predictive dashboards you need.