How to forecast the revenue opportunity for the coveted ‘position 0’


Today’s article is a continuation of “Want to target position 0? Here’s what you need to make that happen.

There are two primary reasons for targeting the coveted position zero (0), also known as the featured snippet:

  1. To sit at the top of the search engine results page.
  2. To capture queries within voice-based search results.

When your goal is to be number one in the search results, you’ll need a strategy to achieve a featured snippet of your page’s content. This requires in-depth research and analysis of the opportunity, including investigating your competitors and knowing which keywords to target.

In my previous article, I covered the five steps you should take when developing this particular strategy. But with a project of this size and the presumed resources needed to execute it, chances are you’ll need to justify its importance to your team and, more importantly, to your client.

What’s the best way to do that? Provide a thorough forecast that demonstrates an increase in the conversion rate or dollar value. In this article, I’ll explain exactly how you can calculate a forecast for achieving a featured snippet.

Click-through rate of ‘position 0’

In a 2017 article titled “Another Study Shows how featured snippets steal significant traffic from the top organic results,” author Barry Schwartz implied that “position 0” may get about an 8.6 percent click-through rate (CTR).

However, that number depends heavily on a number of factors, including whether the snippet content satisfied the search query if only a portion of an answer was featured, or if a video was offered for viewing.

Between a number of articles and other assumptions we’ve seen, it’s clear we haven’t really pinned “position 0” to the organic click-curve rates on page one search results.

Assumptions and forecasting

When calculating a forecast, you’ll need some key metrics:


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Karen is the SEO Director for Ayima Canada. With over 14 years of digital experience, she has been growing companies’ online market share by bridging gaps and leveraging the relationships of a multi-channel strategy. While working on clients big and small for all industries across North America and internationally, her approach to e-commerce, visualizing site data and marrying to analytics, has helped develop unique and profitable strategies. She’s been brought in as an event speaker and a guest teacher to several Canadian universities to share her knowledge on both SEM and SEO to our future generations. Several years ago, she joined Best Buy Canada’s e-commerce team to later develop their in-house SEO department. Today, working for a global digital agency, Karen has been leading e-commerce site strategies and educating both internal teams and clients on successfully competing online. Her long-standing passion for the digital industry ensures she’s never left a rock unturned. Every detail is accounted for and analyzed — much to some people’s annoyance and great appreciation!



Source link

 

Add Comment