Intro: In regular large companies, estimating search flow and value is the last step of keyword research. Whether the whole SEO project can be approved, whether it can get the company's high-level support, w
In regular large companies, estimating search flow and value is the last step of keyword research. Whether the whole SEO project can be approved, whether it can get the company’s high-level support, whether it can apply for budget, arrange personnel, workflow and schedule, etc., all require SEO personnel to provide clear predicted search flow and value to the company.
1、 To estimate flow
1. Determine target ranking
In order to estimate search traffic, first of all, we need to estimate the ranking of website keywords according to the keyword competition index and the company’s own personnel and capital investment. However, the inaccuracy of the estimated keyword ranking determines the inaccuracy of the estimated traffic.
2. Estimated flow
After determining the number of keyword searches, the expected ranking of keywords, and the click rate of each ranking position on the search results page, and then considering the market share of Baidu and Google search, we can calculate the expected search traffic of each keyword and the whole website.
2、 Reasons for inaccurate estimated flow
1. Number of searches: the number of keyword searches is likely to be inaccurate.
2. Click rate: the click rate of each ranking position on the search results page is not accurate.
3. Integrated search: video, pictures, news and other content in search results have a great impact on the user’s vision and click, making the click rate of each result of the whole page fluctuate.
4. Multiple clicks: each search may generate more than one click, but several results.
5. Keyword type: different types of keyword search click different (navigation keyword search more times).
6. PPC affects natural ranking Click: when there is a competitive advertisement on the right or upper part, it will help the result click rate of the same company in the natural ranking on the left to improve the click rate.
7. Seasonal fluctuation: the seasonal fluctuation of keyword search times will cause the inaccuracy of estimated traffic.
3、 Estimate search traffic value
Traffic is not the goal, orders and profits are the goal. After getting the expected traffic, combining the website conversion rate, average order sales and average gross profit per order, the actual value that search traffic can bring can be calculated.
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