What is a scenario in this case?
When it comes to business scenarios, it means defining your benchmark before anything else, knowing how to allocate budgets, create inventories, and prepare for growth in specific areas.
The business case includes your goals and how you will achieve them within the expected or potential limits.
To create business scenarios, SEO scenarios need to select the correct inputs to delineate maintenance areas, areas of potential growth, or areas where demand may change based on your client's current search status.
To tie the business and SEO scenarios together, this can be your "playground" for making reliable estimates:
- In-depth keyword research so your SEO team knows which keyword groups to treat for which scenarios.
- A current visibility status as a starting point.
- A financial assessment of the business – is there a tendency to grow, maintain the status quo, or even scale?
Set the right expectations from the start
Whether you're calibrating an existing strategy or targeting a new client, you need a reliable benchmark against which to set your scenarios. The search visibility metric is ideal here.
Think of this as a way to determine a "market share" for your customer versus online competitors. This is calculated as the impression portion of the keywords weighted on the search volume and shows who the real competitors are when it comes to organic unbranded traffic. There is room for growth for your customers.
It shows a likely future when you consider all of the factors that affect current visibility.
Let's say your customer is part of a highly competitive market. They know that the main competitor is 75% visible. This means that your intervention on high potential keywords will have a significant impact on business results. Sometimes even when dealing with a difficult demand context like 2020, as was the case with Propellernet and its travel client.
To do this, you need to be very careful how you choose the keyword lists for your top-level strategic topics.
Develop business scenarios
You want to tie together SEO scenarios and potential business outcomes, so you need to determine how certain keywords and costs correlate to get a certain performance for those keywords.
Maintaining stable business results
If your customer needs to secure their current business position, you can focus on the keywords that are already running and consider what factors are influencing them:
- What is your current search volume and what will it look like if it is influenced by search seasonality and year-on-year trends?
- How your temporal performance on the desktop can look compared to the mobile phone.
- The extra traffic they can bring if, for example, there is still room to grow from top 10 to top 3 – that is, the extra traffic they get when they reach their top ranks.
Your keyword management strategy plays an important role here as you want to closely monitor certain groups of keywords that represent these top performers, categorized by:
- Page 1 Keywords
- Specific product categories
- Keyword Opportunities – Maybe you can set some of the budget on some new keyword goals.
Within this maintenance goal you can create several scenarios with different possibilities:
- The likely one – Focus on keeping the top performers as they are, with an estimated inertial traffic count – calculated as the total number of visits expected to be received during the duration of the forecast based on current traffic and search trends and provided that this is the case will not be any changes in the visibility of the website.
- The preferred one – a blended strategy that is about maintaining top 3 performance for a range of keywords and getting better ranks for different keywords with an "easy" level of difficulty.
For example, if your customer is in the home improvement business and their offer for "pools" is booked by the end of next year or two, your main goal is to do maintenance and prepare for seasonality with additional high-intent keywords to get the Keeping the trend going.
Optimizing specific keyword groups for growth
If your client is looking to spend more marketing budget on SEO in the near future, then you can think about how to best use it – in this case, the preferred scenario.
You can target low hanging fruits, whether it's underrated keywords that aren't that expensive, or opportunities that are easy to reach that arise from analyzing your competitors. Look for solutions that will keep you within budget and have a high chance of contributing to the likely future.
For example, you can use the Competitive Intelligence feature in your SEO tool to identify a number of top keywords that are of high value and low difficulty for your customers.
You can estimate the CPC equivalent and optimize the client's landing pages for a cost-effective way to make impact and outperform the competition.
Let's take a challenging example of a travel customer.
Although the traffic is mostly down, you know that the "Spring Break 2021" will bring an increase. How can you help your customers prepare to ingest most of this traffic? Or maybe it's a local trip that you should tweak and move into the "preferred growth" area.
In the forecast module of SEOmonitor you can calculate the additional conversions that your optimized keyword list can generate as follows:
- We examined the average CTR curve for the top 10 positions for each individual combination of SERP features and devices.
- We base the estimate of the additional conversions on the estimated additional visits (if you reach the target ranks) multiplied by the corresponding conversion rate for each keyword included in the forecast.
This allows you to correlate how achieving the ranks for your targeted keywords directly affects the customer's sales.
Managing an exploding trend for the client's business
If your customer is part of an “exploding” trend and businesses are growing by default due to high demand, then you can think about how to use that extra budget to underperform parts of the business and capitalize on the hype.
You can also question the status of this trend – is it here to stay? Will it be part of your likely future scenario? If so, you know when the peak time comes and how to prepare for it – both in terms of SEO and in terms of stocks and company availability.
Then, turning to the preferred growth scenario in other areas, your keyword research may focus on “medium” and “hard” difficulty keywords and improve the ranking for relevant keywords (high volume keywords) on page 2 of Google. Tackling the more expensive keywords where the competition is fierce will prove to be beneficial for business impact, while switching keywords from page 2 to page 1 will change conversions dramatically.
Model these estimates in good time and show your customers what their traffic will look like with and without these improvements.
You can also consider preparing a demand relocation scenario. This means that you are helping the customer to keep the ranking up after the momentum runs out.
For example, suppose your home decorating customer is in the top 3 for "office chair" or "desk," but there are good keyword opportunities for "desk organizer" or "high desk" as well. Model your forecast based on how you can take advantage of keyword alternatives from popular searches.
In the case of the travel industry customer, this may mean creating both seasonal keyword groups and keyword groups that you want to place in the top 3 for "Domestic Travel", "Domestic Flights", "Stays", etc. .
With SEOmonitor's forecasting tool, you can create multiple SEO scenarios for the same keyword groups and see what sluggish traffic and additional traffic could look like in the next 6, 9 or 12 months.
Make the case for your SEO proposal
Now that you have created the SEO scenarios and budgets according to the business scenarios, you still need to present them to your clients. Whether it's a new customer or a new offering for a long-time customer, you need to explain why you are recommending one strategy or another.
It's a good time to re-explain how your SEO intervention affects ROI by highlighting:
- Your deep knowledge of your industry and how detailed you approached keyword research.
- Competitive overview in terms of visibility and where the customer can grow.
- The SEO Opportunities They Can Take advantage of.
- The different scenarios you forecast and your estimates for traffic, CTR, and additional conversions.
In speaking with award-winning agencies from around the world, we've found that an SEO proposal for conversion usually includes these arguments and a few more. Here you can access some of their business case presentations.
In a nutshell
It's been a challenging year for business in general.
Because of this, setting the right expectations for your SEO clients can go a long way, both from a strategic point of view and as a confidence-building result:
- Help them deal with uncertainties and establish a reliable benchmark for their current business status.
- Use search visibility as a form of “market share” that highlights your customers compared to their competitors and offers room for improvement.
- Develop SEO scenarios in line with your growth goals and current business status: maintaining the status quo in terms of rankings, growing a specific part of your business, and helping identify opportunities or tackle an “exploding” trend with a strategic focus on new areas of improvement.
- Create an SEO proposal that highlights the ROI of SEO – from the general overview of all the details of keyword groups and their conversion potential.
At SEOmonitor we are constantly improving our forecasting method to meet the requirements of SEO agencies. With a number of complex inputs including current unbranded organic traffic, custom CTR curves, search seasonality, etc., we can estimate what sessions and conversions might look like if the desired ranks are achieved within the forecast timeframe. For the sake of transparency, you can also view all keyword-level calculations on our platform.
To make communication easier, we have also developed a quote maker that uses your forecast data from SEOmonitor and converts it into good-looking Google slides using a simple drag & drop interface.
This is just part of our solutions that help SEO agencies attract, manage and retain more clients.
Join us on our journey to bring more transparency to the SEO industry.