Nigel Stevens on SEO data, forecasting, and agency value

Nigel Stevens, CEO & Founder of Organic Growth Marketing and former Head of SEO of BigCommerce, talks to me about using SEO data the right way, SEO forecasting, and how agencies can provide real value to their customers.

Timestamps:

0:00 Introduction

1:16 How SEOs should think about data

2:53 SEO opportunity sizing

5:55 Translating traffic potential into Dollars

7:16 Slicing traffic forecasts into scenarios

8:46 Forecasting for different business models

11:00 Micro conversions

14:02 Nigel's tools

15:37 Projecting traffic inhouse vs. agency-side

18:30 What SEO agency clients care about

21:38 Client retention for SEO agencies

25:38 What in SEO can you prove with data and what not?

29:37 How to think when working with imperfect data

31:33 Good hypothesis formulation

33:02 How to sell imperfect data to clients

34:48 Planning for the year ahead

36:52 rapid-fire questions

Show notes:

www.similarweb.com

www.ahrefs.com

Nassim Taleb - Black Swan: https://bookshop.org/books/the-black-swan-second-edition-the-impact-of-the-highly-improbable-with-a-new-section-on-robustness-and-fragility/9780812973815

Hotjar: www.hotjar.com

Nigel on Linkedin: www.linkedin.com/in/nigel-stevens-67218068

marketingog.com

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