Keyword ROI
The expected return on the content, links and time needed to rank, weighed against what that position is worth.
Analogy Mental model
Underwriting a small investment. The question is not whether the thing is good, it is whether it is good relative to what else the money could do.
In practice What you actually do
Volume times realistic click share times conversion rate times order value gives a monthly figure. Thirty percent is a generous assumption for first place and a fair one for the top three combined. If the result is ten dollars a month, a thousand-dollar article is a hobby.
Where people get burned Pitfalls
First-order value understates B2B badly. A contract worth a few hundred in month one can be worth tens of thousands over three years, and the pages that look unprofitable on naive maths are often the ones that fund the company.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →