Organic Traffic Forecasting Excel Template

I recently wrote another post on SEOmoz, but this time on forecasting fun. As I did last time, I couldn’t let readers journey through their forecasting struggles without a little excel help. So as promised below is a download link for the forecasting template to send you on your way.

Organic Traffic Forecast Tool



About Dan

Dan Peskin is a SEO Specialist at Geary LSF Group. He is passionate about digital marketing and focuses on the development of integrated SEO and PPC strategies for his clients and his company.

16 Responses for Organic Traffic Forecasting Excel Template

Comments RSS ?

Thanks! My brain is most definitely “mush” after your post but that’s a good thing! Grabbing the download now.

March 18, 2013 9:19 pm

Haha, glad you enjoyed it and are grabbing the excel download. It’s nothing too complicated, but should get your brain moving again!

March 18, 2013 9:27 pm

After reading post on SEOmoz at the end found download link, which makes me :) smile. Worth to use this forecasting sheet. Thanks!

March 25, 2013 11:31 am

Great post, I really think it’s a valuable tool. The blog post itself was good, very in depth, Great stuff Dan!

March 25, 2013 12:31 pm

Very nice. Can’t wait to take a deeper look. Seems to me that forecasting isn’t given nearly the attention it deserves.

March 25, 2013 9:10 pm

Definitely. I don’t think enough people understand the positive impact good forecasting can have on a business.

March 25, 2013 9:56 pm

Hello everyone. Just wanted to let you know the tool has been updated to add some optional fields for events. The instructions cover how you can use these in your forecast.

It also adds a separate section for where you can adjust your history. This way you can see the original historical data and see that the standard deviations don’t change as you adjust data.

March 25, 2013 11:48 pm

This is cool. Good work!

March 26, 2013 4:55 am

Saw this at SEOMoz, came over to download it. It looks great. Thanks for posting it!

March 27, 2013 1:33 pm

Great post on Moz and great tool … downloaded it and will have a play with it over the coming weeks. it’s and interesting idea – how accurate have you found it?

March 28, 2013 1:27 pm

Hi Andy,

The accuracy of the spreadsheet is really on a case by case basis. Everyone’s data and distribution of data is different, so it really depends. Data that fluctuates mores may return less accurate results as it’s harder to pinpoint what will happen in the future.

I don’t think certain niches will have more accurate forecasts. However, sites with larger volumes of visitors tend to have more stable traffic and more keywords referring traffic, which will make for a more accurate forecast as a few ranking fluctuations may not have a significant impact.

Additionally, sites with strong branded organic traffic can rely on that segment of the forecast being fairlyaccurate as branded demand will only change significantly with larger marketing initiatives.

To try and manage your expectations in terms of accuracy, I suggest running some tests with historical data. This is a practice I did to ensure my forecast model works and the spreadsheet is reliable from a basic forecasting perspective. The way you would test the accuracy is by trying to forecast a time period that you already have historical data for.

For example, you can plugin 2010 and 2011 monthly traffic to the spreadsheet, make your adjustments, and compare the 2012 forecast that would result with what actually happened in 2012. Based on the accuracy of the forecast to actuals here, you can get an idea of whether your process and this model plays well with your data.

March 30, 2013 10:00 pm

I 100% agree with your approach. Great job Dan!

You really bring theory into real World. Can’t wait to ‘play’ with it :)

April 5, 2013 9:07 am

Dan, you just blew my mind! Great post and great work on the spreadsheet. I LOVE SEO+Excel! And don’t worry about that “rainmaker” who’s trying to troll you on SEOmoz. Just ignore. You’re first reply to him was classic.

May 21, 2013 6:14 pm

Very useful tool!

Definitely giving it a shot.

Thanks for sharing!

June 26, 2013 11:23 pm

HI Dan,

This is definitely a great tool and can be used for automation, but I was looking for a daily Unique and Page View prediction, any thoughts on that.
Help on this would be greatly appreciated

July 8, 2013 12:49 pm

Too good! Many thanks Dan, will certainly try this.

August 6, 2013 4:52 am

Comment now!