joined:Feb 10, 2015
My boss has given all of us a task. Our goal for 2017 is to bring in 15% more revenue than in 2016, and all of us are supposed to present our initiatives for next year, and how much revenue we expect each to contribute.
I'm in charge of SEO, and I'm finding this task fairly difficult. How do you all predict revenue increases for SEO measures? Obviously there are some smaller pieces that are somewhat predictable. For instance, if I expect to drive more traffic to a page that converts at x% with an AOV of $x, I can come to a reasonable conclusion about how much more revenue that will produce. However, if I intend to invest in a tool that will allow us to better track keyword positions, how can I seriously expect to tie a dollar amount to it? Especially with a large site, or even a group of properties?