Main focus should be on "Organic Search" - This info can be found on SimilarWeb or GSC


The competitor choice should be the most relevant business model-wise and should exclude any outlier that might skew the results.

Feel free to add/extend the number of competitors it takes into account if needed.

Content Sites should be blog sites that talk about relevant content.

These will need a bigger discount because only a small percentage of their traffic comes from talking about our specific company.

Pulls from a proprietary data source; you can calculate non-branded traffic for any domain using 3 data points from SimilarWeb - overall traffic X % organic X % non-branded

This is where we make the model accurate.

Play around with different discount rates, if we use very large players in the space, the traffic projection will likely be over-optimistic.

Use the discounts to project a realistic increase in traffic.

Traffic projection discounts coming from direct competitors will likely be lower due to how further down the funnel the user already is.


Traffic projection discounts coming from content sites will likely be higher due to the nature of how much different content blog sites have, it's unrealistic to expect we can capture a large percentage of their traffic.


Conversion rates differ by industry, it always depends on a lot of factors.

A good safe pick as a base conversion rate for direct competitor traffic is 1%.

Under 1% means the company needs some conversion optimization work (CRO) or has a high-volume business.

Over 5% means they are killing it!

Conversion rate projection coming from direct competitors will likely be higher than content sites because the user is further down the topic funnel.


Conversion rate projections for traffic from content sites will generally be lower than traffic from direct competitors due to lower purchase intent.


Use this to try three different scenarios with varying factors, very useful for comparison.


Search Traffic = Organic Traffic

This data can be found either on SimilarWeb PRO or GSC

Manually input these %'s from SimilarWeb PRO

Can also be found at SEMrush.com

These are key for the traffic projection.

Paolo Cavalli  

We use this growth model to project potential SEO traffic, conversions, and revenue over a three-year period, based on competitive SEO traffic benchmarks.

Main focus should be on "Organic Search

SEO Growth Model at Graphite

Assumptions

Growth Model

Players API

Organic/Non-Branded Values

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