SEOmonitor-SEO预测调查报告（英文）-2019.9-13页_2mb

Forecasting Nightmares Summary

Core Content

This report, Forecasting Nightmares, explores the challenges SEO professionals face in accurately forecasting the impact of their work on business metrics. It highlights the growing importance of SEO in the digital-first world and the increasing pressure on professionals to demonstrate its ROI. However, many SEOs are struggling to meet these expectations due to a lack of appropriate tools, training, and client support.

Main Issues Identified

• Forecasting Gap: There is a significant disconnect between the forecasting demands and the current capabilities of SEO professionals.

  • 12% of respondents are pressured to make inaccurate or undeliverable forecasts.
  • 33% of SEO professionals would like more support in forecasting.
  • 37% of respondents cite lack of investment in forecasting tools as the main barrier to accurate forecasting.
  • 29% struggle with lack of client data.
  • 26% face time constraints.

• Minimal Investment: Many SEO professionals lack access to the right tools, leading to reliance on outdated methods like Excel.

  • 29% of respondents believe calculating SEO ROI would be easier with the right tools.
  • A frustrating paradox exists: investment in tools is unlikely without accurate forecasts, and accurate forecasts require the right tools.

• Lack of C-Suite Buy-In: Senior management often does not fully understand or support SEO forecasting.

  • Only 21% of SEO professionals forecast because their clients ask for it.
  • SEOs need to better articulate the business value of forecasting to gain support.

• Insufficient Training: Many SEO professionals are not adequately trained in forecasting techniques.

  • 25% of respondents feel that not enough teaching is available.
  • 17% have received no forecasting training at all.
  • Lack of insight into client business goals makes it difficult to align forecasts with client needs.

Benefits of Forecasting

• Improving Inefficiencies: 39% of respondents use forecasting to identify and correct inefficiencies in their clients' SEO strategies.
• Setting Goals: 39% of respondents use forecasting to set appropriate short- and long-term business goals.
• Creating Accountability: 35% of SEO professionals see forecasting as a way to create accountability within their teams.
• Calculating ROI: 34% of respondents use forecasting to better understand the return on investment from SEO activities.
• Client Buy-In: Forecasting helps digital agencies present a strong business case for SEO, enabling them to up-sell and secure more investment.

Seasonal and Sector-Specific Challenges

• Seasonality: 39% of respondents consider seasonal changes in search volume an important forecasting factor.
  • 76% of respondents forecast at least monthly.
• Sector Challenges:
  • Healthcare & Professional Services: 36% of respondents find these sectors the most difficult to forecast due to non-seasonal traffic patterns influenced by algorithms, legislation, and news.
  • Retail: 34% of respondents find retail challenging due to predictable seasonal peaks (e.g., Black Friday, Christmas).
  • Leisure & Travel: 21% and 12% of respondents respectively find these sectors difficult to forecast.
  • Insurance: 27% of respondents find insurance challenging due to its reaction to external events rather than seasonal trends.

Key Recommendations

• Invest in Specialized Tools: Access to advanced forecasting software like Business Case Builder can significantly improve forecast accuracy.
• Educate Stakeholders: C-suite executives and clients need better understanding of SEO and its value to support forecasting efforts.
• Improve Training: SEO professionals should receive more training in forecasting techniques and data analysis.
• Enhance Communication: Better communication between SEOs and their clients is essential to align forecasts with business objectives.
• Regular Forecasting: Forecasting on a regular basis (e.g., monthly) helps in identifying trends and adjusting strategies accordingly.

Conclusion

The report emphasizes that forecasting is crucial for proving the value of SEO and aligning it with business goals. However, it remains a challenge due to the lack of appropriate tools, training, and support. To reverse the "forecasting nightmare" cycle, SEO professionals need to demonstrate the tangible benefits of forecasting and work more closely with their clients to secure the necessary investment and understanding.