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

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  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Hello world
  • Do you have dedicated profile ? No?Do you want to select non-paid traffic for whole website ?Do you want to select non-paid traffic for specific part of website ?Do no compare long distance periods if sampling or if you don’t have Google Analytics Pro
  • Hello world
  • Lost of vertical have different monthly traffic characteristicIts wrong to report moth to month or week to week
  • However reporting MoM make sense during Q1 and Q2 then reporting on WoW or MoM doesn’t make sense in Q3 and Q4
  • Lots of frustrations in Q3 and half of Q4 will come
  • Lots of frustrations in Q3 and half of Q4 will come
  • Lost of vertical have different monthly traffic characteristicIts wrong to report moth to month or week to week
  • Lost of vertical have different monthly traffic characteristicIts wrong to report moth to month or week to week
  • Present Visits and BounceRate
  • Do you have dedicated profile ? No?Do you want to select non-paid traffic for whole website ?Do you want to select non-paid traffic for specific part of website ?Do no compare long periods away from each other (distance) if sampling is a problem and large amount of reports use Google Analytics Pro
  • Do you have dedicated profile ? No?Do you want to select non-paid traffic for whole website ?Do you want to select non-paid traffic for specific part of website ?Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro
  • Do you have dedicated profile ? No?Do you want to select non-paid traffic for whole website ?Do you want to select non-paid traffic for specific part of website ?Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro
  • Lots of frustrations in Q3 and half of Q4 will come
  • Lots of frustrations in Q3 and half of Q4 will come
  • Lots of frustrations in Q3 and half of Q4 will come
  • Do you have dedicated profile ? No?Do you want to select non-paid traffic for whole website ?Do you want to select non-paid traffic for specific part of website ?Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro
  • Lost of vertical have different monthly traffic characteristicIts wrong to report moth to month or week to week
  • Lukasz Zelezny - Effective Traffic And Pearsons Correlation in organic acquisition (SEO)

    1. 1. Lukasz Zelezny linkedin.com/in/seomanagerlondon 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 1
    2. 2. “Pearson’s Correlation between traffic and positions” 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 2
    3. 3. Pearson Correlation 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. 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 3
    4. 4. Pearson Correlation What keywords to consider? 1. with decent search volume 2. without noticeable search volume changes 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 4
    5. 5. Example Keyword 1 CORREL=(-0.89) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 5
    6. 6. Example Keyword 1 Pearson Correlation -0.89 – traffic correlated with ranks Frequently for Generic Keywords 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 6
    7. 7. Example Keyword 2 CORREL=(0.31) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 7
    8. 8. Example Keyword 2 Pearson Correlation 0.31 – traffic correlated with ranks Frequently for Non-Generic Keywords 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 8
    9. 9. Pearson Correlation Where to get traffic per keyword breakdown ? Use Bing! 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 9
    10. 10. Pearson Correlation Final Comparison of 10 example keywords. 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 10
    11. 11. Pearson’s Correlation conclusions 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; 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 11
    12. 12. Advanced Metrics “Effective Visits” 22-23/11/2013 MarketingFestival.cz 12
    13. 13. Effective Visits Predictable Vertical Winter Cheap holidays Spring Summer Autumn Cold Winter tyre Warm 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 13
    14. 14. Effective Visits Tyre – Predictable Vertical over years Winter Tyre 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 14
    15. 15. Effective Visits Holidays – Predictable Vertical over years Cheap holidays 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 15
    16. 16. Effective Visits Mobile Handsets – Non-Predictable Vertical over years iPhone 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 16
    17. 17. Effective Visits Predictable Vertical Where does the concept came from? 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 17
    18. 18. Effective Visits Predictable Vertical The Fear of Bounce Rate BOUNCE RATE 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 18
    19. 19. Effective Visits Pulling Data Week #19 of 2012 (06-12 May 2012) Week #19 of 2013 (05-11 May 2013) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 19
    20. 20. Effective Visits Pulling Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 20
    21. 21. 13,410 9,674 Week #19 in 2012 22-23/11/2013 @LukaszZelezny MarketingFestival.cz Week #19 in 2013 Week #19 in 2012 21
    22. 22. 13,410 9,674 Week #19 in 2012 2013 Week #19 in 2013 Week #19 in 2012 Effective Visits = Visits – (Visits * BounceRate) %difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 22
    23. 23. Effective Visits Build Custom Segment using Google Analytics Effective Visits = Visits – (Visits * BounceRate) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 23
    24. 24. Effective Visits Organic Visits - Year to Year Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 24
    25. 25. Effective Visits Effective Visits - Year to Year Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 25
    26. 26. Effective Visits conclusions 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; 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 26
    27. 27. Effective Visits Predictable Vertical The Happiness of Effective Visits EFFECTIVE VISITS 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 27
    28. 28. TOOLS 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 28
    29. 29. Keyword Research & Intelligence 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 29
    30. 30. Backlink Research 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 30
    31. 31. Traffic Tracking & Data Extraction 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 31
    32. 32. OnPage Optimization 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 32
    33. 33. Reporting 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 33
    34. 34. Thank you!  http://www.HeadOfSeo.co.uk 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 34

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