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David Naylor -  Analysing increasing Organic Search traffic

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
      • Service local, national and international clients
      • 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