A third of SEOs want more support for forecasting amid concerns that a disconnect with senior-level management is hindering their ability to accurately determine the success of their efforts, a new industry survey has found.
The “Forecasting Nightmares” report by SEOmonitor studies the practice of calculating the returns from SEO activities, the ongoing challenges and difficulties associated, and how these issues could be addressed. The study found that enterprises are lacking in several key areas.
The factor that may be undermining efforts more than anything else is insufficient support from higher-ups, which is having a knock-on impact of inaccurate forecasting and ongoing struggles. Many respondents say that they have not been trained properly or do not have access to the proper tools for the job.
A lack of knowledge outside of SEO-centric departments is also leading to unrealistic demands. More than a quarter say that they are forced to provide results within an unsuitable timeframe, and one in eight have had to deliver forecasts that are likely to be inaccurate due to the need to hit deadlines.
“By translating SEO goals such as keyword rankings or visibility into simple, clearly defined business metrics, forecasting makes an invaluable business case for SEO activity,” SEOmonitor’s CEO Cosmin Negrescu said.
“However, for the field of forecasting and, indeed, SEO as a whole to reach its true potential, it’s clear that the industry needs more support than it currently receives.”
To ease the problems, 37% say that greater investment in specialist tools would help, while many believe that more support, or a cultural shift, from the top down would lead to more accurate forecasting.