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Overview

SEO Suite → Forecast (/seo/forecast) puts money and direction on the site’s organic traffic: a traffic value in dollars, a projection of weekly Search Console clicks, a what-if for the keywords you track, and the click-through-rate curve every one of those numbers is built on.
Business only. The projection and the CTR curve need the site’s Search Console connected; the values need the organic keyword list refreshed.

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The tiles

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What the forecast models

The Weekly clicks and projection chart is a straight-line trend, not a seasonal model:
  • Input: the site’s daily Search Console clicks and impressions, grouped into complete Monday to Sunday weeks. Half weeks at either end are dropped so a partial week never reads as a drop. Up to 16 months of history is read, and the series stops at the last finalised day.
  • Fit: an ordinary least-squares line through the last 26 complete weeks.
  • Projection: the line continued 4, 8 and 12 weeks out, for clicks and impressions.
  • Band: the shaded range is 1.96 times the spread of past weeks around the trend, the range that held about 95% of them. It is a continuation of the trend, not a promise.
  • Minimum: at least 8 complete weeks of data. With fewer, the page says how many it has instead of drawing a projection.
The legend reads Clicks per week (solid), Trend (dotted, over the weeks used for the fit) and Projection (dashed). Three boxes under the chart give the week, the clicks, the range and the impressions at each horizon.

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The CTR curve

Every value on this page needs one answer: how many clicks does position N earn on this site? Industry curves are a fair starting point but a poor fit for any one site, so each site gets its own.
  • Default curve. A conservative blend of published position studies: about 27% at position 1, 15% at 2, 11% at 3, 2.2% at 10, down to 0.5% at 20, with a floor of 0.2% for positions 21 to 100 and nothing past 100.
  • Fitting. The last 90 days of Search Console query data, by Google position. Positions 1 to 10 are fitted one by one; 11 to 20 and 21 to 50 as one bucket each. Each bucket’s observed rate is blended with the default by how many impressions it has: at 2,000 impressions the site’s data and the default count equally; at 20,000 the site’s data carries about 91%.
  • Quality. The Your CTR curve card says how much data the fit had: default (no Search Console data yet), low (under 2,000 impressions, the default still carries most of the weight), medium (enough to lead at the top positions), or high (plenty of data, the curve is the site’s own).
  • Refits. The curve is refitted every Monday for Business sites. Refit from Search Console refits it now.
The chart on the card draws the site’s curve over the default for positions 1 to 20.

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What if these keywords reached a position

Pick up to 50 tracked keywords and a target of position 1, 3, 5 or 10, then Estimate:
  • Extra clicks / month = search volume times the difference between the CTR at the target and the CTR at today’s position, on the site’s curve.
  • Extra value / month = those clicks times the keyword’s CPC.
Today’s position comes from the latest position check, or from the organic keyword list when the keyword has not been checked yet. A keyword already at or above the target is marked Already there and adds nothing. A keyword without a search volume adds nothing; one without a CPC adds clicks but is not priced, and the totals say how many were left out.

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Keywords and pages by value

The Keywords and pages by value card prices what the site already has: All three can be searched, sorted and exported as CSV. The stamp next to the title shows when the organic list was last refreshed and whether the CTR curve is fitted or the default.

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How to read it

  • A rising trend with a wide band means growth that is not yet steady; a narrow band means the weekly numbers are consistent.
  • The 90 days tile is the quickest health check: it compares two equal windows, so a short earlier window never inflates the change.
  • Use By upside to find the keywords where a few places are worth the most, then confirm the plan with the what-if before committing content or links to it.
  • Everything is monthly and in USD, the currency CPC is priced in.

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Frequently asked questions

The projection needs at least 8 complete Monday to Sunday weeks of Search Console data. Connect Search Console if it is not yet, or wait for the weeks to accumulate; the tiles and value tables work without it.
Nothing is priced until the organic keyword list has been refreshed. Open Keywords → Organic keywords and refresh it, or wait for the scheduled run.
No. It is an estimate over the keywords you pick and leaves tracking, keywords and content untouched.
It has not been checked yet and does not appear in the organic list. A position arrives with the next scheduled check for that keyword.