DIAGNOSE FIRSTCheck the process

Find the weakest part of an existing forecast.

BUILD HEREChange the assumptions

Start with what happens without the work, then build three believable scenarios.

GO DEEPERKeep the evidence

Use the spreadsheets for groups, evidence registers and a fuller review log.

01 / BASELINE

Build an SEO forecast that can change.

Fictional shoe shop. Twelve-month horizon. Results are additional to the no-work baseline.

Illustrative figures - not client data

Best-supported additional sales+140£8,400 contribution before the £8,000 project cost.

No-work impressions

same 12 months

No-work CTR

No-work conversion

Target additional sales

sales

Contribution per sale

Project cost

12-month no-work baseline420 sales

500,000 impressions → 15,000 visits → 420 sales. Doing nothing does not mean zero.

BEFORE THE RANGE

Would you fund the work from +140 alone?

THE NUMBER IS ONLY ONE SET OF ASSUMPTIONS.