Partly experience.
When we look at the site, and we look at who the competitors are, you can realistically understand how much chance do you have.
What are your plans for growth?
If there's not a lot of investment being made and you have a news site and want to compete against the BBC, and you're only going to pay for two days a month, realistically it's not going to happen.
We also look at other channels as well, because there's a strong correlation between what are the channels doing and how you perform in the setup. We also look at, what's your social media presence? What's your activity in PPC? We've seen with several clients that organic traffic goes down if you focus just on PPC.
All of those things we look at when we are looking at if a client has realistic goals.
That's why we created this forecast model, because several times we've been approached by account managers who've been giving targets, and they're like, my target this year is to grow by 20%. And we're like, okay, what's this target based on? And they've just been given this target, there's nothing to benchmark it against.
How much did the company grow last year?
5%.
Where is this 20% coming from? Is there a new project launch? Is there an expansion in place?
No. Nothing.
How is this new target of 20% growth going to be achieved?
We decided we needed to create a more robust forecast method, not just based on keywords, because, again, that one flowed stakeholders, you knew that just wouldn't fly. So that's why we went this way to see if we needed to put some statistics behind this and be like, Okay, this is your target. Realistically, this is what we think you can do. If you want to achieve this 20% then you need to think of another NPD to launch. You need to think of expanding to another market.
That just sort of helps us define the release.
Answered by: Miracle Inameti-Archibong