David Naylor - Analysing increasing Organic Search traffic

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Europe 2010

Europe 2010

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