🧠 Episode Summary

In this episode of SEO Product Unveiled, hosts Björn Darko and Vanda Pokecz dive deep into the complex world of SEO impact estimation and prioritisation frameworks. From ICE and RICE to hybrid approaches, they explore why forecasting SEO outcomes is so difficult, how to deal with uncertainty, and how to keep stakeholders aligned through transparency and structured communication. This episode is a must-listen for SEO professionals and product teams looking to bring clarity to their roadmap decisions.

SEO is hard. Estimating its impact? Even harder. In this episode, Björn and Vanda unpack why SEO impact estimation is so challenging, walk through frameworks like ICE and RICE, and advocate for hybrid models that combine top-down projections with bottom-up evidence. They emphasize the role of clear assumptions, risk management, and stakeholder inclusion in making SEO strategies more predictable and aligned with business priorities.

✅ Key Takeaways

• No impact model is perfect – and that’s okay.

• Top-down thinking is useful, but bottom-up data is essential.

• Transparency in assumptions is your superpower.

• Hybrid models help bridge the gap between ambition and realism.

• Stakeholder buy-in starts with education and expectation management.

• Risk and mitigation must be part of the estimation narrative.

• SEO deserves a place in strategic planning — not just execution.

00:00 – Introduction to SEO Impact Estimation
04:36 – Why SEO Impact Is So Hard to Calculate
07:26 – Three Levels of SEO Impact Estimation (Basic → Advanced)
14:20 – Hybrid Approaches: Combining Top-Down and Bottom-Up
21:36 – Communicating SEO Impact to Stakeholders
30:51 – Final Thoughts and Key Lessons