Contributor John Lincoln provides tips for how to create projections for clients that take seasonality into account when estimating the impact of your SEO and SEM efforts.
Digital marketers must often make projections when creating strategies for search engine optimization, PPC, social media and even conversion rate optimization. This usually happens when a client or prospect asks for some idea of what can be achieved when signing up for the service. Or for an in-house SEO or SEM, it would occur at the beginning of a new project or campaign.
After years of doing online marketing for many large and sophisticated projects, we have developed a pretty good system for putting together client projections. While I will not reveal our model in detail today, I will provide the basics and discuss why skipping seasonality implications can become a major issue.
Let’s start by talking briefly about online traffic and seasonality. In certain industries, the traffic plummets some months and surges in others. Consider an eCard company or online floral retailer. What do you think their traffic looks like in the week leading up to Valentine’s Day, compared to the week after? I’ll give you a hint: It is way higher.
Due to this fact of operating a seasonal online business, marketing professionals have to account for the historical business numbers. The agency or in-house marketer can’t take credit for a surge in traffic when it is clearly seasonal, and they shouldn’t be looked down upon for a seasonal drop.
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