About Me<br /><ul><li>Owner of Bronco Ltd www.bronco.co.uk
Leading search marketing & web development agency
Service local, national and international clients
Industry leader in SEO for 14 years
Regular speaker at leading search conferences</li></li></ul><li>Objectives<br /><ul><li>Identify keyword targets
Improve specific rankings
Increase good traffic
Increase conversions</li></li></ul><li>Raw Logs<br /><ul><li>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.</li></li></ul><li>
Google Analytics<br /><ul><li>It’s free
It does the job
It may not be 100% accurate, but you can get actionable insights from it.</li></li></ul><li>
Advanced Web Metrics<br />With Google Analytics<br />Great book by Brian Clifton<br />Order at Wiley.com <br />Use special...
Improving On Page<br />Check the keyword report and look at the bounce rate.<br />Higher than average means it is unlikely...
Improving Content<br />Check the content report<br />Check for low bounce rates<br />Check the top 10 and bottom 10 pages ...
Google Webmaster Tools<br /><ul><li>Everyone should be well aware of WMT by now
Imperative add on for Google Analytics
Check bad pages, server errors & server speed</li></li></ul><li>
Rank Checking<br /><ul><li>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</li></li></ul><li>Google Webmaster Rankings<br /><ul><li>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.</li></li></ul><li>Finding keywords in WMT<br />
Finding new areas in WMT<br />
Google Analytics Rank Check<br /><ul><li>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</li></li></ul><li>Manual Rank Check<br /><ul><li>Append &num=100 to the query string, for example:<...
Can make it more accurate by finding rough range and then switching back to num=10</li></li></ul><li>Google Gap<br /><ul><...
http://www.davidnaylor.co.uk/google-webmaster-tools-2.html</li></li></ul><li>Google Gap - adwords<br />“csl sofas” – 22,20...
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David Naylor - Analysing increasing Organic Search traffic

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David Naylor - Analysing increasing Organic Search traffic

  1. 1.
  2. 2. About Me<br /><ul><li>Owner of Bronco Ltd www.bronco.co.uk
  3. 3. Leading search marketing & web development agency
  4. 4. Service local, national and international clients
  5. 5. Industry leader in SEO for 14 years
  6. 6. Regular speaker at leading search conferences</li></li></ul><li>Objectives<br /><ul><li>Identify keyword targets
  7. 7. Improve specific rankings
  8. 8. Increase good traffic
  9. 9. Increase conversions</li></li></ul><li>Raw Logs<br /><ul><li>For years I just used to look at these
  10. 10. Captures all requests to site, so more accurate
  11. 11. Can’t get browser information like you can with javascript tags
  12. 12. IP addresses don’t mean a unique user e.g. Companies.</li></li></ul><li>
  13. 13.
  14. 14. Google Analytics<br /><ul><li>It’s free
  15. 15. It does the job
  16. 16. It may not be 100% accurate, but you can get actionable insights from it.</li></li></ul><li>
  17. 17. Advanced Web Metrics<br />With Google Analytics<br />Great book by Brian Clifton<br />Order at Wiley.com <br />Use special 25% off code : CLTF2<br />
  18. 18. Improving On Page<br />Check the keyword report and look at the bounce rate.<br />Higher than average means it is unlikely to be relevant – tweak content.<br />
  19. 19. Improving Content<br />Check the content report<br />Check for low bounce rates<br />Check the top 10 and bottom 10 pages by $ Index values if Ecommerce<br />Add some $ value in for data <br />
  20. 20. Google Webmaster Tools<br /><ul><li>Everyone should be well aware of WMT by now
  21. 21. Imperative add on for Google Analytics
  22. 22. Check bad pages, server errors & server speed</li></li></ul><li>
  23. 23. Rank Checking<br /><ul><li>Even if you don’t get any traffic the keywords will still show in WMT.
  24. 24. Always have target list of keywords to focus on.
  25. 25. Regularly review keyword targets</li></li></ul><li>Google Webmaster Rankings<br /><ul><li>Gives indication of CTR & rankings
  26. 26. Target those keywords that are on page 2+ and are converting.
  27. 27. Highlights the golden keywords that you aren’t getting traffic for.</li></li></ul><li>Finding keywords in WMT<br />
  28. 28. Finding new areas in WMT<br />
  29. 29. Google Analytics Rank Check<br /><ul><li>Patrick Altoft / Mike Catalin came up with a way of capturing the rank in Google.
  30. 30. Now it is perhaps obsolete due to WMT
  31. 31. Is rank checking software still necessary?
  32. 32. Rank check via the API</li></li></ul><li>Manual Rank Check<br /><ul><li>Append &num=100 to the query string, for example:</li></ul>http://www.google.co.uk/#hl=en&q=seo&num=100<br /><ul><li>Clustering makes this inaccurate
  33. 33. Can make it more accurate by finding rough range and then switching back to num=10</li></li></ul><li>Google Gap<br /><ul><li>Google Gap - Click through doesn’t match Visits, and impressions doesn’t match search volume
  34. 34. http://www.davidnaylor.co.uk/google-webmaster-tools-2.html</li></li></ul><li>Google Gap - adwords<br />“csl sofas” – 22,200 searches globally in March<br />
  35. 35. Google Gap – Webmaster tools<br />“csl sofas” – 14,800 impressions globally in March<br />Far less than search volume, but we may not be in 100% of searches -140 clicks through to the site<br />
  36. 36. Google Gap - Analytics<br />“csl sofas” – 142 visits 2 more visits than clicks<br />Not a bad margin of error – but why the difference?<br />
  37. 37. Bronco Tools - Zippy<br /><ul><li>We are working on the release of a public version of the tools we use in house
  38. 38. Grabs keywords from Analytics
  39. 39. Rank Checks them
  40. 40. Shows you their potential clicks if they were at position x
  41. 41. Can link up potential ecommerce value</li></li></ul><li>
  42. 42.
  43. 43.
  44. 44. Wordstream<br /><ul><li>Great way to organise keywords you wish to target
  45. 45. Integrates with Google Analytics</li></li></ul><li><ul><li>w</li></li></ul><li>SpyFu<br /><ul><li>Discover your competitor’s top keywords
  46. 46. Very interesting “top 100 lists”
  47. 47. Compare which keywords you and your key competitors’ share
  48. 48. Discover keywords your competitors’ are targeting that you are missing out on</li></li></ul><li>
  49. 49. Crazy Egg<br /><ul><li>Analyse visitor activity based on keywords
  50. 50. Great way to optimise keywords for conversions
  51. 51. Easy to use and inexpensive</li></li></ul><li>Where else can we go?<br /><ul><li>Identify keywords that are early on in the buying process, these will have increasing value.
  52. 52. Regularly check target keywords and identify new targets
  53. 53. Keep a close eye on conversion funnels
  54. 54. Keep pushing up the ranking for target terms.</li></li></ul><li>Questions?<br />www.davidnaylor.co.uk<br />www.bronco.co.uk<br />Twitter : @davenaylor<br />

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