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

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Europe 2010

Europe 2010

Published in: Education, Technology, Business
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  • 1.
  • 2. About Me<br /><ul><li>Owner of Bronco Ltd www.bronco.co.uk
  • 3. Leading search marketing &amp; 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</li></li></ul><li>Objectives<br /><ul><li>Identify keyword targets
  • 7. Improve specific rankings
  • 8. Increase good traffic
  • 9. Increase conversions</li></li></ul><li>Raw Logs<br /><ul><li>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.</li></li></ul><li>
  • 13.
  • 14. Google Analytics<br /><ul><li>It’s free
  • 15. It does the job
  • 16. It may not be 100% accurate, but you can get actionable insights from it.</li></li></ul><li>
  • 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. 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. 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. Google Webmaster Tools<br /><ul><li>Everyone should be well aware of WMT by now
  • 21. Imperative add on for Google Analytics
  • 22. Check bad pages, server errors &amp; server speed</li></li></ul><li>
  • 23. Rank Checking<br /><ul><li>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</li></li></ul><li>Google Webmaster Rankings<br /><ul><li>Gives indication of CTR &amp; 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.</li></li></ul><li>Finding keywords in WMT<br />
  • 28. Finding new areas in WMT<br />
  • 29. Google Analytics Rank Check<br /><ul><li>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</li></li></ul><li>Manual Rank Check<br /><ul><li>Append &amp;num=100 to the query string, for example:</li></ul>http://www.google.co.uk/#hl=en&amp;q=seo&amp;num=100<br /><ul><li>Clustering makes this inaccurate
  • 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. 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. 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. 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. Bronco Tools - Zippy<br /><ul><li>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</li></li></ul><li>
  • 42.
  • 43.
  • 44. Wordstream<br /><ul><li>Great way to organise keywords you wish to target
  • 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. 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</li></li></ul><li>
  • 49. Crazy Egg<br /><ul><li>Analyse visitor activity based on keywords
  • 50. Great way to optimise keywords for conversions
  • 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. 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.</li></li></ul><li>Questions?<br />www.davidnaylor.co.uk<br />www.bronco.co.uk<br />Twitter : @davenaylor<br />

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