All posts by : Amanda Walls

In recent weeks the topic of forecasting for SEO has been widely discussed here at Cedarwood and as we are in the thick of pitching season, being able to provide data-backed forecasts for clients plays an important role in helping them to understand the type of ROI they can expect to get from our services, while also helping them to sell the service internally in at a higher level.

Forecasting has always been a tricky topic since the dawn of time, especially when you are dealing with an area such as SEO where you are very much at the behest of Google when it comes to algorithm updates and elements which can impact your performance no matter what you do.That said, being able to provide clear guidance and an outline of what is achievable plays a key role in being able to showcase the benefit that you can bring, so investing some time into forecasting effectively and setting up milestones along the way, goes a long way to showcasing a positive ROI and the value that SEO can bring.

Why Do I Need To Forecast For SEO?

Forecasting plays an important role in identifying ROI from an SEO campaign and while ROI on SEO is much harder to initially measure compared to other channels such as PPC, being able to give some guidance on what the available opportunity is, helps to quantify the role that SEO plays within the wider marketing mix and show the value that it can offer.

What Should I Include Within My SEO Forecasting?

While overall SEO forecasting is designed to give an idea of clear ROI and set targets for the first 6/12 months of a campaign, SEO forecasting should also look at the bigger picture of what an effective SEO strategy can offer, this can include:

📍Impact on other channels – while SEO will drive leads in its own right, it’s likely that implementing an effective SEO campaign will have a knock on impact on other channels. Reviewing assisted conversions and other metrics can help you to identify the type of impact this could have, which can be particularly prevalent for users who might have multiple touchpoints, where SEO is just the first step of the journey

📍Overall awareness – in addition to measuring conversions and return, forecasting can also be utilised to identify how brand awareness can grow within an SEO campaign, especially if your off-site SEO is focused around digital PR. Referral sales, placements, links and just general brand mentions can all be taken into account when it comes to evaluating potential reach and each of these can contribute to positive brand sentiment, in addition to increasing sales/leads

📍Brand reach – in addition to leads and conversions which can showcase ROI, brand reach is also another area where you can potentially forecast. If you are to gain coverage across key publications what does this mean for additional reach of your brand 

Where Do I Start With Forecasting For SEO?

The first place to start with forecasting is through data gathering – to make accurate forecasts, you first need to work with data that’s in place to ensure you’re able to take into account seasonality, on-site conversion rate and any other external factors. Examples of data that you need to collect from your clients include:

➡️Historical Data: Google Analytics can be a great place to start with this, but historical data from your client will give a good idea of where they’ve been and any seasonality that they face, which you can incorporate into your forecasting

➡️Conversion Information: Any information you can gather around Conversions including Conversion Rate, Top Converting Keywords – anything that will help you to quantify the impact that new traffic/improved keyword rankings can have on your website

➡️Order/Conversion Value: Conversion Value is also important as we know that some conversions are more valuable than others – understanding different conversion values allows you to project the business value or ROAS a lot more accurately

➡️Lifetime Value: In addition to the value from a single transaction, there will also be the lifetime value from multiple transactions – initial conversion value might be low, but over time this could grow if they become a repeat customer and it’s important to take this into consideration 

Once you have collated your data, you are ready to start the forecasting process.

So How Do I Forecast?

There are a number of different ways that you can forecast, depending on your own personal style, but in general I like to work with high performing keyword positioning and CTR graphs to understand how the growth of high performance pages and keywords can impact growth in conversions and therefore ultimately drive business revenue. This is particularly valuable when grouping the keywords together to understand which sections of the website offer the most opportunity and what that opportunity could look like. 

The beauty of this approach is that I’m not relying solely on a metric like “Organic Traffic” which can be impacted by blog posts and other non-converting pieces, rather I’m relying on keywords which I know drive value and conversions so I can be confident in the conversion rate I’m putting forwards and that if I’m forecasting a traffic increase I know that it’s going to have an impact.

I use a spreadsheet that allows me to input keywords, conversion rates, search volumes and associated data and showcases a graph like the below which allows me to understand at a basic level what one, two, three or more position increases would look like both in terms of traffic and in terms of conversions.

While it’s not an exact science, it allows me to look broadly at the impact that SEO can have on a website and quickly identify whether it’s a worthwhile investment (we won’t recommend SEO if we don’t believe it can drive an effective ROI).

Once I’ve pulled together some top level graphs I can then deep dive into different circumstances based on CTR graphs and SERP snippets – i.e. looking at keywords where there are specific SERP features vs others where there are not, or looking at keywords where there might be an easier SERP as it won’t take the same amount of effort to move all keywords on position – that’s why I group my keywords into “themes” at the start and forecast them accordingly. 

Once I have all of this, I focus on  the main outcome – total conversions – and then use conversion value to place a metric on this which relates to ROAS from their initial SEO spend. I often convert this into a multiplier to showcase the value of SEO investment that we hope to achieve.

By doing all of this we are able to give some guidance to our clients of what we expect them to receive from SEO and what is realistic within a given timeframe. As with anything to do with SEO we know we are at the behest of Google, but this is still a great place to start!

If you’d like to find out more about SEO forecasting, or the opportunities that might be available to you, get in touch!

For many SEOs, a website migration can be an incredibly stressful and yet important time – ensuring that you migrate a website effectively can help to improve or can potentially cost you a lot of hard earned work.

Getting a website migration right is critical for SEO because it can have a significant impact on a website’s search engine rankings, traffic, and overall performance. A poorly executed migration can lead to a variety of issues, such as broken links, missing pages, duplicate content, and other technical problems that can cause search engines to devalue or penalise your website.

When you migrate a website, you essentially create a new version of the site with a new URL structure, page hierarchy, and potentially new content. If this process is not managed carefully, search engines may not be able to properly index and rank your new site, leading to a drop in traffic and visibility.

To ensure a successful website migration, it’s important to carefully plan and execute the process, including redirecting old URLs to new ones, updating internal links, submitting a new sitemap to search engines, and monitoring the site closely for any errors or issues that may arise.

By getting a website migration right, you can help ensure that your site remains visible and competitive in search engine results, while also providing a positive user experience for your visitors.

Below we’ve listed important steps to take both prior and after website migration to ensure that you are maximising SEO performance.

Prior To Migration

Compile full list of existing pages

• We would recommend compiling a full list of all pages on the website in the form of a sitemap, this will help to ensure that all appropriate redirects are in place & is a good benchmark for evaluating relevancy trends on the website moving forwards

Map page level redirects

• We would recommend mapping page level redirects for each page across the website, this will ensure that any page level relevancy is carried across which can help the website rank for its existing long-tail terms.

No-index development website

• Prior to migration it’s crucial that both the new domain & any associated development websites are no-indexed with a robots meta tag “no index, no follow” – this ensures that the content isn’t indexed by Google prior to launch thus preventing the website from incurring a penalty from Google due to duplicated content

Indexation

• Evaluating website indexation prior to website migration is important to ensure that all the existing pages on the website are correctly indexed by search engines and that the migration process does not negatively impact the website’s search engine rankings. One way to evaluate website indexation is to use the Google Search Console, which provides valuable insights into how your website is performing in search results. By analysing the index coverage report in Google Search Console, you can identify any indexing issues, such as pages that are not being indexed or pages that are indexed but should not be. You can also use other SEO tools, such as Ahrefs or SEMrush, to check for any duplicate content or canonicalization issues that could negatively affect the website’s indexation. Additionally, it is important to ensure that all the website’s sitemaps are up to date and accurately reflect the current website structure

Keywords

• We would recommend identifying the number of traffic referring keywords to your website through a tool such as SEMRush & evaluating these across Google geo-locations (i.e. Google.co.uk/Google.com) this will allow us to evaluate the migration & also ensure that new geo-based landing pages are appropriately targeted.

Incoming Links

• Create a full list of current in-bound links to all pages on the website. This can then be compared to a full list post-migration to ensure that all in-bound link equity is preserved across the website.

Analytics & Webmaster Tools

• Ensure that any new Analytics/Webmaster Tools properties are in place & that these are appropriately verified across the new website

Goal Tracking

• You should set up Goal Tracking prior to the migration taking place, this will allow you to track any new goals and existing goal completions from the get-go, to ensure there is no drop off. To set up goal tracking, you need to define the goals that you want to track, such as completing a purchase, submitting a contact form, or subscribing to a newsletter. Once you have defined your goals, you can set up tracking using tools such as Google Analytics or Tag Manager. To test goal tracking, you can use the preview mode in Google Tag Manager to ensure that the tracking tags are firing correctly on the website’s pages. Additionally, you can use Google Analytics’ Real-Time reports to confirm that your tracking is working as intended. Testing should include a full range of user interactions on the website, such as completing a transaction, submitting a form, or clicking on links. It is also important to test the tracking on multiple devices and browsers to ensure that it works correctly across all platforms

Internal Linking Structure

• This should be evaluated against the new website to ensure that key pages retain strong internal linking. A loss of internal linking can lead to a reduction in page authority & as a result this could cause a page to lose rankings.

Evaluate current site speed

• Run a check of current site speed across key internal pages to evaluate load time. This should then be compared against the load time of the same page on the new domain to ensure a similar or quicker load time.

Spider Website

• Spidering a website prior to website migration is important to ensure that all the existing pages on the website are accounted for and that any potential issues are identified before the migration process begins. Website spiders or crawlers are automated tools that can browse your website and collect data on all the pages, including their URLs, titles, meta descriptions, and other key elements. By spidering the website prior to migration, you can identify any broken links, missing pages, or duplicate content that could affect the user experience and search engine rankings. This information can be used to create a detailed plan for the migration process, ensuring that all the existing pages are correctly migrated to the new site structure without any negative impact on SEO performance. Spidering the website can also help to identify any technical issues, such as broken redirects or canonical tags, which can be fixed before the migration process

Measure Core Web Vitals

• There are several tools available that can help you measure your website’s speed and Core Web Vitals, such as Google’s PageSpeed Insights, GTmetrix, and WebPageTest. These tools provide detailed information on your website’s loading speed, time to first byte, and other key metrics that impact user experience. To measure Core Web Vitals, these tools provide specific metrics, such as Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). These metrics are important for ensuring that your website loads quickly and responds to user input promptly

After Migration

Creation & Submission Of A Sitemap

• Setting up a sitemap after a website migration is important to ensure that search engines can quickly and easily discover and index all the pages on your new website. A sitemap is an XML file that contains a list of all the pages on your website, along with important metadata such as when they were last updated and their priority level. By submitting your sitemap to search engines like Google, you can help them understand the structure of your website and prioritise crawling and indexing the most important pages
  
• To set up a sitemap after a website migration, you can use a sitemap generator tool or plugin, such as Yoast SEO or Google XML Sitemaps, to create the sitemap file. Once the sitemap file is generated, you can upload it to your website’s root directory and submit it to Google Search Console. This will help search engines understand the new structure of your website and index all the pages on your website more efficiently
  
• In addition to improving indexation, a sitemap can also help with SEO by providing search engines with additional information about your website’s pages. This includes information about the frequency of updates, priority level, and any alternative language versions. By setting up a sitemap after a website migration, you can ensure that your new website is properly indexed by search engines, leading to better search engine visibility and improved organic traffic.

Modify External Links

• We would recommend modifying any controlled external links including directory listings to ensure that the new domain is listed within any in-bound links.

Submit a “Change of Address” Through Google Search Console

• To submit a change of address through Google Search Console, you need to log in to your account, select the website property that you want to update, go to “Settings” and then “Ownership,” and click on “Request a Change of Address” under the “Change of Address” section. Then, enter the new website address and follow the prompts to verify the new address. Once the new address has been verified, Google will update its search results to reflect the change.
  
• Note that Google recommends using the change of address tool only if you’re moving your entire website to a new domain. If you’re just updating your website’s address within the same domain, you don’t need to use this tool.

Spider Website/Google Webmaster Tools

• Run a spider over the website & monitor Google Search Console to capture & quickly address any 404 errors or broken links on the new website which may have happened as the result of incorrect or missed 301 redirects.

Remove No-index Tag On New Website

• Remove the no-index tag which was placed on the website during development to ensure that Google can quickly & easily crawl your website.

No-index Existing Website

• Place a no-index tag on the previous domain ONLY once the domain has been crawled & Google has found the redirects to index the new domain – this will encourage Google to de-index the website, but remember to let it keep crawling, this is important so that Google can easily access the no-index tags on the pages.

Evaluate Indexation

• Indexation levels of the old site & new site should be measured within Google Search Console to ensure that the new website is being effectively indexed.

To effectively check indexation on a website after a website migration, you can follow these steps:

• Use the site: operator in Google Search to see how many of your pages are currently indexed. For example, type “site:yourdomain.com” into Google’s search box to see a list of all pages on your website that are currently indexed
  
• Check your Google Search Console account for any indexing errors. Navigate to the Coverage report, which will show you any pages that have been excluded from the index, as well as any errors or warnings related to indexation
  
• Use a website crawling tool, such as Screaming Frog or DeepCrawl, to crawl your website and identify any pages that may have been missed during the migration process.
  
• Check your server logs to see which pages are being crawled by search engine bots. If any important pages are not being crawled, it may indicate that there are technical issues that need to be addressed.

• Monitor your website’s search performance over time, looking for any fluctuations in traffic or rankings that may indicate indexing issues.
  
• By following these steps, you can effectively check indexation on your website after a website migration and ensure that all of your pages are being properly indexed by search engines.

Fetch As Googlebot

• Utilise this function to submit key pages of the new website to Google quickly.

Check Analytics

• Check that Analytics is working correctly across the new website & that it is firing goals where needed.

By adhering to a solid SEO migration checklist you can ensure that you are putting your website in the best possible position for a successful website migration. To find out more about how to undertake an SEO migration get in touch!

Local SEO is a term that gets used frequently in regards to SEO optimization for local businesses and if you have a physical store or offer a product to people within a certain area, then chances are it will be at the top of your radar – so here’s a short guide to what local SEO is, how it works and how you can get started.

What Is Local SEO?

Local SEO refers to the practice of optimizing a website and its content to increase visibility and rankings in local search results. Local search results are the organic search results that appear in response to location-specific search queries, such as “restaurants near me” or “plumbers in San Francisco.”

Local SEO focuses on optimizing a website’s content, on-page elements, and off-page signals to increase its relevance and prominence for local search queries. This includes optimizing the website’s meta tags, content, and images for local keywords, as well as building local citations, listings, and backlinks to establish the website’s authority and relevance in the local market.

Local SEO is particularly important for businesses with a physical presence or those that serve a specific geographic area, such as local service providers, restaurants, retailers, and healthcare providers. By optimizing their website and online presence for local search, these businesses can improve their visibility and attract more local customers.

How Important Is Local SEO?

Local SEO is incredibly important for businesses that operate in a specific geographic area or have a physical location, as it can directly impact their ability to attract and retain local customers. Here are some reasons why local SEO is important for businesses:

⚡️Increases visibility: Local SEO can help businesses appear in the top results for relevant local searches, making it easier for potential customers to find and contact them.

⚡️Improves credibility: A strong local SEO presence can help establish a business’s credibility and authority in the local market, which can help build trust with local customers.

⚡️Enhances user experience: Local SEO can help businesses optimize their website and online presence for local users, providing them with the information they need to make informed decisions about where to shop or do business.

⚡️Boosts website traffic: By appearing in the top results for local searches, businesses can attract more website traffic and increase their chances of converting website visitors into customers.

⚡️Increases conversions: Local SEO can help businesses target customers who are actively searching for their products or services, increasing the likelihood that those customers will convert into paying customers.

Local SEO can be incredibly important for websites who are looking to attract a local audience or for businesses where the search intent is deemed to be local.The approach can be quite different to normal SEO as well, so it’s always worth evaluating client need and situation before determining which approach is best for them. 

How Does Local SEO Differ From Normal SEO?

One of the main differences between local SEO and normal SEO is the focus on local keywords. This requires businesses to conduct extensive keyword research to identify the most relevant and profitable local keywords for their industry and location.

Another important aspect of local SEO is optimizing a business’s Google My Business profile. Google My Business is a free listing service provided by Google that allows businesses to manage their online presence across Google, including search results and maps. Optimizing a Google My Business profile involves providing accurate and up-to-date information about the business, including its name, address, phone number, and hours of operation. This can help improve a business’s visibility in local search results and increase its chances of attracting local customers.

In addition to optimizing for local keywords and Google My Business, local SEO also involves building citations. A citation is any mention of a business’s name, address, and phone number (NAP) on the web. Building citations can help improve a business’s visibility and authority in the local market, as well as improve its rankings in local search results. This involves submitting the business’s NAP information to local directories, review sites, and other relevant websites.

Normal SEO, on the other hand, is focused on optimizing a website and its content for broader, non-location-specific search queries. This may involve optimizing for industry-specific keywords, improving website structure and navigation, creating high-quality content, building backlinks, and more. The focus of normal SEO is to improve a website’s visibility and rankings in organic search results, regardless of location.

It’s important for businesses to understand the differences between local SEO and normal SEO to develop an effective marketing strategy that meets their specific needs and goals.

What Is NAP?

In the context of SEO (Search Engine Optimization), “NAP” refers to the consistency of a business’s name, address, and phone number (NAP) across all online directories, listings, and citations.

Search engines, such as Google, use NAP information as a signal of a business’s legitimacy, accuracy, and trustworthiness. Therefore, it is essential for businesses to ensure that their NAP information is accurate and consistent across all online platforms where it appears.

Inconsistencies in NAP information can confuse search engines and potential customers, which can negatively impact a business’s search engine ranking, local search visibility, and online reputation. Therefore, businesses should regularly audit their online presence to ensure that their NAP information is consistent and up-to-date.

How Do I Build Effective Citations For Local SEO?

When it comes to local SEO, building effective citations is essential. Citations are mentions of your business name, address, and phone number (NAP) on other websites. The more consistent and accurate your citations are, the higher you are likely to rank in local search results. Here are some tips to help you build effective citations:

Firstly, ensure that your NAP information is accurate and consistent across all directories and platforms. This means checking your name, address, and phone number for accuracy and ensuring that they match exactly across all platforms.

Secondly, claim your business listings on popular directories such as Google My Business, Yelp, Bing Places, and Facebook. This will allow you to manage your listings and keep them up-to-date.

Thirdly, optimize your business listings by filling out all the available fields, including your hours of operation, website URL, and other relevant information. This will help to provide users with all the information they need to know about your business.

Fourthly, focus on building citations on high-quality and authoritative websites that are relevant to your industry. These citations will carry more weight and help to improve your local search rankings.

Fifthly, use local keywords in your business descriptions and on your website. This will help search engines understand where your business is located and what services you offer.

Finally, regularly monitor your citations to ensure that they remain accurate and consistent. If you find any inconsistencies or errors, make sure to correct them as soon as possible. By following these tips, you can build effective citations that will help to improve your local SEO rankings and drive more traffic to your business.

How Do I Optimise Google My Business For Local SEO?

Optimising your Google My Business (GMB) account plays an important part in developing your local SEO performance – so it’s important that we optimise this as best as we can. Here are some of the best ways to optimise your GMB profile for local SEO:

⚡️Complete your business profile: Ensure that your GMB profile is complete and accurate, including your business name, address, phone number, website, hours of operation, and business description. Add photos and videos of your business to showcase your products, services, and location.

⚡️Choose the right categories: Select the most relevant categories for your business to help Google understand what your business is about and what services you offer. You can select primary and secondary categories to give Google more context about your business.

⚡️Get more reviews: Encourage your customers to leave reviews on your GMB page. Reviews can help improve your business’s visibility and credibility in search results. Respond to all reviews, both positive and negative, to show that you care about your customers’ feedback.

⚡️Use local keywords: Incorporate relevant local keywords into your business name, description, and posts. This will help your business show up in local search results when people search for products or services in your area.

⚡️Post regularly: Post regularly on your GMB page to keep your page fresh and engaging. Share updates, promotions, events, and other relevant information about your business. This will also help improve your business’s visibility in search results.

⚡️Monitor insights: Use the insights tab in your GMB account to track your page’s performance, including how many people viewed your profile, clicked on your website, and called your business. Use this data to optimize your GMB strategy and improve your local SEO.

It’s always worth focusing on GMB as a way of driving additional traffic to your website from a local SEO perspective – it can help to generate additional traffic to the website while also allowing you to collate valuable information like user reviews which can also help to boost authority and trust around your brand.

What Are Some Top Tips For Ranking In The Map Pack?

In addition to ranking well in the general SERPs, another key aim of local SEO is ranking in the map pack – the map pack is a feature on Google that displays a map with three local business listings related to a search query. Optimizing for Google Map Pack can help increase visibility for local businesses.

Ranking in the Google Map Pack, also known as the Local Pack or 3-Pack, requires a combination of various factors that impact local search visibility. Here are some tips to improve your chances of ranking in the Google Map Pack:

⚡️Create and Optimize a Google My Business (GMB) Listing: GMB is a free tool that allows businesses to manage their online presence across Google, including Google Maps. To rank in the Map Pack, create a GMB listing, verify your business information, and optimize your profile by adding photos, business hours, and other relevant information.

⚡️Get Reviews and Ratings: Reviews and ratings are an important ranking factor in Google’s algorithm. Encourage your customers to leave reviews on your GMB listing, and respond to them promptly and professionally.

⚡️Ensure Consistency in NAP Information: As I mentioned earlier, consistency in your business name, address, and phone number (NAP) is crucial for local search ranking. Make sure your NAP information is accurate and consistent across all online platforms where your business is listed.

⚡️Build Local Citations: A citation is a mention of your business’s name, address, and phone number (NAP) on other websites or directories. Building local citations from reputable websites can improve your local search ranking.

⚡️Optimize Your Website for Local SEO: Optimize your website for local SEO by including relevant keywords, location-based content, and schema markup. Make sure your website is mobile-friendly and has a fast loading speed.

⚡️Get Backlinks from Local Websites: Backlinks from reputable local websites can also boost your local search ranking. Reach out to local bloggers, news websites, or other businesses in your area to see if they would be willing to link to your website.

Remember, local search ranking is an ongoing process, and it may take time to see results. Stay patient and persistent, and continue to optimize your online presence for local SEO.

Do I Need Local SEO?

If your business operates a local presence then local SEO is a great way to optimize for visitors to your store and people who are looking for your product within your area. If you are a place of interest or restaurant, bar or activity then this can be even more important as it can help to put you on the map when people are out searching. 

Even if you aren’t directly local, having a GMB listing and optimising for local can help you to gain extra space within the search results, which is always valuable from an SEO perspective.

To find out more about local SEO or for help with implementation, get in touch!