Making changes to a website costs money, making significant changes can require a significant investment. Across the majority of SEO projects I’ve worked on over the last 14 years, SEO tends to be retrofitted to websites. So to facilitate changes the ecommerce manager or digital marketing manager will be required to provide a business case to get budget sign off, and rightly so.
At QueryClick we frequently receive questions like “what is that change likely to drive?” normally in relation to revenue but sometimes in relation to rankings and traffic depending on the project. To get things done, it’s important to tie a revenue figure to proposed changes.
I know from past experience that it can be a challenge to convince MDs, CFOs, Marketing Directors or other budget holders of the SEO impact on the bottom line. Quantifying the value that SEO can deliver can be a challenge, especially when optimisations are seldom implemented in isolation and in many cases take time to deliver results. It can be especially challenging on large ecommerce sites where there will likely be a busy development pipeline with a queue of prioritised change requests. So how do you jump the queue? With a strong business case.
Start With Data
We’re a data-driven search marketing agency so, that’s right, we start with the data. If you’ve got accurate historic analytics data, your ecommerce tracking is robust, and you’ve got some knowledge about future plans you can work towards building out a forecast.
“Forecasting is about predicting the future as accurately as possible, given all of the information available, including historical data and knowledge of future events.”
Forecasting: Principles and Practice by Rob J. Hyndman, George Athanasopoulos
At QueryClick we use an autoregressive integrated moving average (ARIMA)model for forecasting, see an example below: