SEO Strategies Yourslice managed Sites SEO Projects Inkraider (Ink Cartidges) |
SEO > WALT™ search engine optimisation - LBW VariablesVariables that affect the LBW modelNumber of daily searches. This is extracted from the Wordtracker™ database, which itself gathers information from a range of search engines. Although Wordtracker™ is an extremely useful tool, its accuracy cannot be taken to be anywhere near 100%, especially for keywords which have relatively low volumes of daily searches. The model also takes the assumption that the number of daily searches will remain constant during the 12 months ahead. Anecdotal evidence suggests that Wordtracker™ underestimates the number of daily searches by around 50%, whereas the number of daily searches in any given topic area might be expected to grow by up to 30% each year. Percentage of searches captured. This depends on the levels of competition for each keyword. However, as a general rule, the more competitive a key word, the more daily searches there are for that term (this is likely to be many thousands of daily searches for popular keywords). For subject areas such as credit cards, where the search field is particularly competitive, we are likely to provide many more pages than we would for a less competitive key word. We are also likely to place a much higher emphasis on trying to reach the top 10 for that key word. Our track record to date is such that we have never yet failed to reach the top 20 in the Google™ UK index for any of the keywords we have actively targeted. Our typical LBW model is based on capturing only a very small percentage of all searches. In reality, the vast majority of people will not go beyond the top 10 when searching for any key word. The number one spot alone can capture up to 35% of all searches. Note that the number of click-throughs in the top 10 may add up to more than 100%, as people often visit two to three sites from the search results page. Value of order. This is based on the average value of a customer order, as provided by clients. In the case of websites which are working on affiliate revenue, this figure is based on the average order across all of the revenue streams. Conversion percentage. This is based on the percentage of new visitors who proceed to make a purchase from the website. In the case of a site providing services such as mortgage brokering, it may be the percentage of people who fill in an enquiry form. Revenue per visitor. This is usually the sum of the conversion multiplied by the value of each order. In the case of a portal site which gains its revenue from a combination of affiliate marketing, pay per click search results, banner advertising, subscriptions and other revenue sources, the revenue per visitor is based on the previous month’s gross revenue divided by the previous month’s number of unique visitors. If the site is new, the revenue per visitor can be based either on estimates of the primary affiliate revenue source, or from researching other websites with similar subject matter. Yourslice has a great deal of experience in search engine optimising numerous websites across a range of industries. We are able to leverage this experience to provide likely revenue-per-visitor information with a good degree of accuracy. Daily revenue. The likely numbers of visitors multiplied by the revenue per visitor. Repeat visitors. This is a factor based on the potential of customers to make future visits to the website and to tell their friends and colleagues about the site. Typically, for a finance website, this ratio may be very low - in fact not much higher than one, whereas for a site offering a unique product or service, regular content updates, or perhaps some form of humour or other entertainment, the level of repeat visitors can be much higher. Likely total annual revenue. This is based on multiplying the projected daily revenue with the possibility of additional repeat and word-of-mouth visitors. Note that this only assumes that the benefits of repeat and word-of-mouth visitors will be reaped once. It does not take into account the possibility of viral marketing where repeat visitors tell several friends, who then in turn tell other people. This is the ultimate goal of any website, although this can take a great deal of planning and many years to achieve. |
