Lukasz Zelezny - Effective Traffic And Pearsons Correlation in organic acquisition (SEO)

122-23/11/2013@LukaszZelezny

MarketingFestival.cz

Lukasz Zeleznylinkedin.com/in/seomanagerlondon

http://www.twitter.com/LukaszZelezny

http://www.linkedin.com/in/seomanagerlondon

http://www.linkedin.com/in/seomanagerlondon

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“Pearson’s Correlationbetween traffic and positions”




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Pearson’s Correlation is a measure of the linear correlation (dependence) between two variables X and Y, giving a value between +1 and −1 inclusive, where 1 is total positive correlation, 0 is no correlation, and −1 is negative correlation.



Pearson Correlation


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What keywords to consider?

1. with decent search volume2. without noticeable search volume changes



Pearson Correlation




Example Keyword 1

CORREL=(-0.89)




Example Keyword 1

Pearson Correlation -0.89 – traffic correlated with ranksFrequently for Generic Keywords




Example Keyword 2

CORREL=(0.31)




Example Keyword 2

Pearson Correlation 0.31 – traffic correlated with ranksFrequently for Non-Generic Keywords




Pearson Correlation

Where to get traffic per keyword breakdown ?Use Bing!




Pearson Correlation

Final Comparison of 10 example keywords.


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Pearson’s Correlationconclusions



What you need:- SERP (Bing) Position for specific keyword measured daily- Daily Visits generated by specific keyword- CORREL closer or equal (-1) refer to better keyword quality

Pearson’s Correlation between Positions and Traffic:- Helps to utilize better mid tail opportunities;- Makes you step ahead competitors;- Improves Effective Traffic;


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Advanced Metrics

“Effective Visits”

22-23/11/2013 MarketingFestival.cz

Effective Visits

Predictable Vertical


MarketingFestival.cz13

Winter

Spring

Summer

Autumn

Winter tyre

Warm

Cold

Cheap holidays




2011 20122010

Winter Tyre

Effective VisitsTyre – Predictable Vertical over years




2011 20122010

Cheap holidays

Effective VisitsHolidays – Predictable Vertical over years




2011 20122010

iPhone

Effective VisitsMobile Handsets – Non-Predictable Vertical over years


Effective Visits




Where does the concept came from?


Effective Visits




BOUNCE RATE

The Fear of Bounce Rate




Week #19 of 2013 (05-11 May 2013)

Week #19 of 2012 (06-12 May 2012)

Effective VisitsPulling Data




Effective VisitsPulling Data


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Week #19 in 2012 Week #19 in 2012



-28%

13,4

10 9,674

Week #19 in 2013


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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




Effective VisitsBuild Custom Segment using Google Analytics

Effective Visits = Visits – (Visits * BounceRate)




Effective VisitsOrganic Visits - Year to Year Data




Effective VisitsEffective Visits - Year to Year Data


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Effective Visitsconclusions



Why to use Effective Visits:

- represents a real quality of traffic and its value;- reflects to On Page optimization;- reflects to Conversion Rate Optimization (CRO);- helps senior management to understand better SEO benefits

How to use Effective Visits: - explain how it works;- setup clear goals;- be brave and enjoy;


Effective Visits




EFFECTIVE VISITS

The Happiness of Effective Visits


2822-23/11/2013 @LukaszZelezny MarketingFestival.cz

TOOLS



Keyword Research & Intelligence



Backlink Research



Traffic Tracking & Data Extraction



OnPage Optimization



Reporting



Thank you!

http://www.HeadOfSeo.co.uk


http://www.headofseo.co.uk/

Lukasz Zelezny - Effective Traffic And Pearsons Correlation in organic acquisition (SEO)

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