How do you choose the keywords to recommend for SEO suggestions?

We prioritize keywords based on the value they generated for your business over the past year. We calculate this value by multiplying your customer lifetime value (LTV) by the number of new customers from each keyword over the past 365 days. 

Value generated by a keyword = LTV of a customer from the keyword * #new customers from the keyword past year

Customer from the keyword LTV = ARPU of customers from the keyword/churn of customers from the keyword