An alternative to total sales as the basis for a baseline is accumulated search volume of relevant keywords. Just the search volumes of keywords taken together over the last few months. This creates a graph that brings the search intentions of users in concrete numbers – i.e. quantifiable makes. It is important that you look at the entire pool keyword.
The larger the pool, the better, because so outliers influence the overall result less. You can come easiest to accumulated search volume:
• Enter the complete keyword pool in the keyword tool from Google Adwords. Take care that the match type is set to “exact”. The column “Local Search Trends” list.
• Export the data and add up the volumes of the individual keyword months. The monthly values in a line graph to visualize and you get its seasonal search baseline.
The advantages of this method:
• It is robust to an increasing interest in the market that was initiated from the outside. It is conceivable, for example, that the marketing campaign of a competitor also lead to an increased interest in our products. These effects often occur only after a delay, however, would have reflected in the users’ queries.
• SEO is an intentional channel ,so it should seasonal interest on the basis of active demand to be measured. This is expressed most clearly in the users’ queries, not in the actual sales achieved.
• Google puts the numbers an incredibly large database based, so we can exclude developments within the company.
Who has a very large pool of keywords can also simply reflect the data directly from the AdWords API. A good tool for this is found in SEOGadget. The thus completed seasonal Search history can then be compared with the SEO successes. If both lines show a similar trend, which is not a particularly good sign.
Apparently the SEO measures have not helped that we have the revenues that were expected anyway, increased significantly. Of course, this model also has its limits. Many argue that you can have the comparison even easier than the previous year’s figures of SEO sales.
The account does not mean that the overall market may have outperformed. In other words, an increase of +10% in sales appears, when the overall market by +20% in one fell swoop with little success.