Developing a discipline of forecasting and using that information to focus on the most attractive value opportunities in the competitive field of SEO puts you, as an agency, independent specialist, or brand ahead of your business competition.
There is no reason SEOs should not follow the fundamentals of any forecasting exercise which I describe below:
Create the forecasting model:
Know what problem you want to solve.
Know what to forecast and how this will determine your actions and decisions.
Know what determines the business result you want to forecast.
Quantify how these variables will affect the business result.
Build the opportunity model:
Allow for multiple scenarios.
Define and place value on opportunities.
Run the forecast for multiple scenarios.