SEOmonitor-SEO预测调查报告（英文）-2019.9-13页_4mb

Forecasting Nightmares: Summary

Core Content

This report explores the challenges and opportunities surrounding SEO forecasting in the digital-first world. It highlights the growing importance of SEO in business strategy and the increasing pressure on SEO professionals to demonstrate its value through accurate forecasts. However, many SEOs and marketers face significant obstacles in providing reliable and detailed forecasts, which can lead to frustration, misaligned expectations, and a lack of investment in better tools.

Main Points

• The Forecasting Gap: There is a clear disconnect between the forecasting demands from clients and the current capabilities of SEO professionals.

  • 12% of respondents are pressured into making inaccurate or undeliverable forecasts.
  • 33% of search professionals would like more support in SEO forecasting.
  • 37% of respondents cite lack of investment in forecasting tools as the main barrier to accurate SEO forecasts.
  • 25% of SEOs believe insufficient teaching and support prevent them from forecasting accurately.

• Business Case for Forecasting:

  • Only 21% of SEOs forecast because their clients ask for it, indicating a need for proactive communication of SEO's value.
  • 39% of respondents use forecasting to improve inefficiencies in business strategy.
  • 39% use it to set appropriate goals and plan for the future.
  • 35% use it to create accountability within their teams.
  • 34% use it to better calculate the ROI of SEO.
  • 26% forecast to gain more investment from clients.

• Seasonal and Sector Challenges:

  • 76% of respondents forecast at least monthly.
  • Seasonality is a major challenge, with 39% citing it as an important factor in forecasting.
  • 22% of respondents find seasonality a significant barrier to accurate forecasts.
  • Healthcare and professional services are the most difficult sectors to forecast (36% each), followed by retail (34%).
  • Leisure and travel are among the least difficult sectors to forecast (21% and 12% respectively).
  • Insurance is also seen as a challenging sector (27%).

Key Information

• Forecasting Tools: Many SEOs still rely on outdated tools like Microsoft Excel, which are not suitable for handling big data and complex forecasting models.
• ROI Demonstration: Accurate forecasting is essential for proving the ROI of SEO, which in turn helps secure more investment and support from clients and stakeholders.
• Client Education: Lack of understanding from C-suite executives and stakeholders about the value of SEO and forecasting is a major hurdle.
• Communication and Training: Both SEO professionals and clients need better communication and training to align on forecasting goals and methods.
• Specialist Support: Access to advanced forecasting tools and data analysis capabilities is critical for improving forecast accuracy and providing actionable insights.

Conclusion

The report emphasizes that SEO forecasting is not just a technical challenge, but also a strategic and communicative one. To overcome the "forecasting nightmares" and move towards more accurate and effective forecasts, the industry needs better tools, more training, and improved communication with clients. SEOmonitor's Business Case Builder and Signals app are presented as solutions that can help bridge this gap and demonstrate the tangible value of SEO to businesses.