Nigel Stevens, CEO & Founder of Organic Growth Marketing and former Head of SEO of BigCommerce, talks to me about using SEO data the right way, SEO forecasting, and how agencies can provide real value to their customers.Timestamps:0:00 Introduction1:16 How SEOs should think about data2:53 SEO opportunity sizing5:55 Translating traffic potential into Dollars7:16 Slicing traffic forecasts into scenarios8:46 Forecasting for different business models11:00 Micro conversions14:02 Nigel's tools15:37 Projecting traffic inhouse vs. agency-side18:30 What SEO agency clients care about21:38 Client retention for SEO agencies25:38 What in SEO can you prove with data and what not?29:37 How to think when working with imperfect data31:33 Good hypothesis formulation33:02 How to sell imperfect data to clients34:48 Planning for the year ahead36:52 rapid-fire questionsShow notes:www.similarweb.comwww.ahrefs.comNassim Taleb - Black Swan: https://bookshop.org/books/the-black-swan-second-edition-the-impact-of-the-highly-improbable-with-a-new-section-on-robustness-and-fragility/9780812973815Hotjar: www.hotjar.comNigel on Linkedin: www.linkedin.com/in/nigel-stevens-67218068marketingog.comSubscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1Subscribe to the Growth Memo for more content: https://growthmemo.kevin-indig.com/Follow me on Twitter: https://twitter.com/thegrowthmemoiTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9EzgSoundcloud: https://soundcloud.com/kevin-indig This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit techbound692.substack.com