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David Naylor -  Analysing increasing Organic Search traffic
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David Naylor - Analysing increasing Organic Search traffic



Europe 2010

Europe 2010



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David Naylor -  Analysing increasing Organic Search traffic David Naylor - Analysing increasing Organic Search traffic Presentation Transcript

  • About Me
    • Owner of Bronco Ltd www.bronco.co.uk
    • Leading search marketing & web development agency View slide
    • Service local, national and international clients View slide
    • Industry leader in SEO for 14 years
    • Regular speaker at leading search conferences
  • Objectives
    • Identify keyword targets
    • Improve specific rankings
    • Increase good traffic
    • Increase conversions
  • Raw Logs
    • For years I just used to look at these
    • Captures all requests to site, so more accurate
    • Can’t get browser information like you can with javascript tags
    • IP addresses don’t mean a unique user e.g. Companies.
  • Google Analytics
    • It’s free
    • It does the job
    • It may not be 100% accurate, but you can get actionable insights from it.
  • Advanced Web Metrics
    With Google Analytics
    Great book by Brian Clifton
    Order at Wiley.com
    Use special 25% off code : CLTF2
  • Improving On Page
    Check the keyword report and look at the bounce rate.
    Higher than average means it is unlikely to be relevant – tweak content.
  • Improving Content
    Check the content report
    Check for low bounce rates
    Check the top 10 and bottom 10 pages by $ Index values if Ecommerce
    Add some $ value in for data
  • Google Webmaster Tools
    • Everyone should be well aware of WMT by now
    • Imperative add on for Google Analytics
    • Check bad pages, server errors & server speed
  • Rank Checking
    • Even if you don’t get any traffic the keywords will still show in WMT.
    • Always have target list of keywords to focus on.
    • Regularly review keyword targets
  • Google Webmaster Rankings
    • Gives indication of CTR & rankings
    • Target those keywords that are on page 2+ and are converting.
    • Highlights the golden keywords that you aren’t getting traffic for.
  • Finding keywords in WMT
  • Finding new areas in WMT
  • Google Analytics Rank Check
    • Patrick Altoft / Mike Catalin came up with a way of capturing the rank in Google.
    • Now it is perhaps obsolete due to WMT
    • Is rank checking software still necessary?
    • Rank check via the API
  • Manual Rank Check
    • Append &num=100 to the query string, for example:
    • Clustering makes this inaccurate
    • Can make it more accurate by finding rough range and then switching back to num=10
  • Google Gap
    • Google Gap - Click through doesn’t match Visits, and impressions doesn’t match search volume
    • http://www.davidnaylor.co.uk/google-webmaster-tools-2.html
  • Google Gap - adwords
    “csl sofas” – 22,200 searches globally in March
  • Google Gap – Webmaster tools
    “csl sofas” – 14,800 impressions globally in March
    Far less than search volume, but we may not be in 100% of searches -140 clicks through to the site
  • Google Gap - Analytics
    “csl sofas” – 142 visits 2 more visits than clicks
    Not a bad margin of error – but why the difference?
  • Bronco Tools - Zippy
    • We are working on the release of a public version of the tools we use in house
    • Grabs keywords from Analytics
    • Rank Checks them
    • Shows you their potential clicks if they were at position x
    • Can link up potential ecommerce value
  • Wordstream
    • Great way to organise keywords you wish to target
    • Integrates with Google Analytics
    • w
  • SpyFu
    • Discover your competitor’s top keywords
    • Very interesting “top 100 lists”
    • Compare which keywords you and your key competitors’ share
    • Discover keywords your competitors’ are targeting that you are missing out on
  • Crazy Egg
    • Analyse visitor activity based on keywords
    • Great way to optimise keywords for conversions
    • Easy to use and inexpensive
  • Where else can we go?
    • Identify keywords that are early on in the buying process, these will have increasing value.
    • Regularly check target keywords and identify new targets
    • Keep a close eye on conversion funnels
    • Keep pushing up the ranking for target terms.
  • Questions?
    Twitter : @davenaylor