Post on 09-May-2015
description
Track Keywords and Acquire Traffic@LukaszZeleznyHead of Organic Acquisition uSwitch.com
TRACK KEYWORDS AND ACQUIRE TRAFFIC
@LukaszZelezny #PMIEUR June 2014
Gathering and Crunching data
On Page / Off Page that works
Reports that make sense Tools
Historical data from Google Analytics
- Historical keyword data from (not provided) period
- Pre-September 2013 data
1
Sources of Keywords
Gathering and crunching data
@LukaszZelezny #PMIEUR June 2014
Sources of Keywords
Gathering and crunching data
Acquisition > Keywords > Paid
@LukaszZelezny #PMIEUR June 2014
- Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages)
Intelligence toolsHistorical data from Google Analytics
- Historical keyword data from (not provided) period
- Pre-September 2013 data
1 2
Sources of Keywords
Gathering and crunching data
@LukaszZelezny #PMIEUR June 2014
@LukaszZelezny #PMIEUR June 2014
Sources of Keywords
Gathering and crunching data
Long Tail > Export
Live Update > Export
- Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages)
Intelligence toolsHistorical data from Google Analytics
Use competitors and keyword intelligence tools that already ranks
Competitors keywords
- Historical keyword data from (not provided) period
- Pre-September 2013 data
31 2
Sources of Keywords
Gathering and crunching data
@LukaszZelezny #PMIEUR June 2014
- Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages)
Intelligence toolsHistorical data from Google Analytics
Use competitors and keyword intelligence tools that already ranks
Competitors keywords
- Historical keyword data from (not provided) period
- Pre-September 2013 data
31 2
Sources of Keywords
Gathering and crunching data
PPC Data
- Use Adwords / Bing / Yahoo PPC Keywords as an complementary source to denermine keywords
4
@LukaszZelezny #PMIEUR June 2014
- Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages)
Intelligence toolsHistorical data from Google Analytics
Use competitors and keyword intelligence tools that already ranks
Competitors keywords
- Historical keyword data from (not provided) period
- Pre-September 2013 data
31 2
Sources of Keywords
Gathering and crunching data
- Search Traffic > Search Queries (Impressions, Clicks, %CTR)
Google Webmaster ToolsPPC Data
- Use Adwords / Bing / Yahoo PPC Keywords as an complementary source to denermine keywords
4 5
@LukaszZelezny #PMIEUR June 2014
Sources of Keywords
Gathering and crunching data
Search Traffic > Search Queries
@LukaszZelezny #PMIEUR June 2014
- Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages)
Intelligence toolsHistorical data from Google Analytics
Use competitors that already ranks and keyword intelligence tools
Competitors keywords
- Historical keyword data from (not provided) period
- Pre-September 2013 data
31 2
Sources of Keywords
Gathering and crunching data
- Search Traffic > Search Queries (Impressions, Clicks, %CTR)
Google Webmaster ToolsPPC Data
- Use Adwords / Bing / Yahoo PPC Keywords as an complementary source to denermine keywords
4 5
Use competitors and keyword intelligence tools that already ranks
Keyword Density
6
@LukaszZelezny #PMIEUR June 2014
Sources of Keywords
Gathering and crunching data
seoQuake Toolbar > Density
@LukaszZelezny #PMIEUR June 2014
- Use as many sources as possible- Make sure that each export
contain at least following metrics:
- Keywords itself- Corresponding URLs- Search volume- Position (rank)
- If export doesn’t contain all four metrics – recreate them
Export
1
Gathering and crunching dataAlgorithm that helps to create a list
@LukaszZelezny #BrightonSEO April 2014
- Use as many sources as possible- Make sure that each export
contain at least following metrics:
- Keywords itself- Corresponding URLs- Search volume- Position (rank)
- If export doesn’t contain all four metrics – recreate them
Export
1 - Load each keyword list to Excel- Use colour code to define list
source- Remove duplications
Load to Excel
2
Gathering and crunching dataAlgorithm that helps to create a list
OR
@LukaszZelezny #PMIEUR June 2014
TRACK KEYWORDS AND ACQUIRE TRAFFIC
@LukaszZelezny #PMIEUR June 2014
Gathering and Crunching data
On Page / Off Page that works
Reports that make sense Tools
OnPage / OffPage that works
@LukaszZelezny #PMIEUR June 2014
OnPage / OffPage that works
@LukaszZelezny #PMIEUR June 2014
OnPage / OffPage that works
@LukaszZelezny #PMIEUR June 2014
OnPage / OffPage that works
@LukaszZelezny #PMIEUR June 2014
Gathering and Crunching data
On Page / Off Page that works
Reports that make sense Tools
TRACK KEYWORDS AND ACQUIRE TRAFFIC
@LukaszZelezny #PMIEUR June 2014
Insurances
Credit Cards
BroadbandMobile
Gas and Electricity
Homepage
@LukaszZelezny #PMIEUR June 2014
Reports that make sense
SLICE YOUR WEBSITE
@LukaszZelezny #PMIEUR June 2014
Reports that make sense
SLICE YOUR WEBSITE
Effective VisitsPredictable Vertical
Winter
Spring
Summer
Autumn
Winter tyre
Warm
Cold
Cheap holidays
@LukaszZelezny #PMIEUR June 2014
2011 20122010
Winter Tyre
Effective VisitsTyre – Predictable Vertical over years
@LukaszZelezny #PMIEUR June 2014
2011 20122010
Cheap holidays
Effective VisitsHolidays – Predictable Vertical over years
@LukaszZelezny #PMIEUR June 2014
2011 20122010
iPhone
Effective VisitsMobile Handsets – Non-Predictable Vertical over years
@LukaszZelezny #PMIEUR June 2014
Week #19 of 2013 (05-11 May 2013)
Week #19 of 2012 (06-12 May 2012)
Effective VisitsPulling Data
@LukaszZelezny #PMIEUR June 2014
Effective VisitsPulling Data
@LukaszZelezny #PMIEUR June 2014
Week #19 in 2012 Week #19 in 2012
-28%13
,410 9,674
Week #19 in 2013
@LukaszZelezny #PMIEUR June 2014
Week #19 in 2012 Week #19 in 2012
-28%
Week #19 in 2012 Week #19 in 2013
13,4
10 9,674
+26%
-72%
Effective Visits = Visits – (Visits * BounceRate)%difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100)
Week #19 in 2013
@LukaszZelezny #PMIEUR June 2014
TRACK KEYWORDS AND ACQUIRE TRAFFIC
@LukaszZelezny #PMIEUR June 2014
Gathering and Crunching data
On Page / Off Page that works
Reports that make sense Tools
Keyword Research & Intelligence
@LukaszZelezny #PMIEUR June 2014
Brand Tracking
@LukaszZelezny #PMIEUR June 2014
Backlink Research
@LukaszZelezny #PMIEUR June 2014
Traffic Tracking & Data Extraction
@LukaszZelezny #PMIEUR June 2014
OnPage Optimization
@LukaszZelezny #PMIEUR June 2014
Reporting
@LukaszZelezny #PMIEUR June 2014
@LukaszZelezny #PMIEUR June 2014
THANK YOU!