Lukasz Zelezny - Search Marketing Day 2014 - Warszawa Wasaw

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Lukasz Zelezny - Search Marketing Day 2014 - Warszawa Wasaw

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Lukasz Zelezny - Search Marketing Day 2014 - Warszawa Wasaw

  1. 1. Scaling Up Your SEO By Lukasz Zelezny
  2. 2. Table of content Cooperation with freelancers and outsourcing activities Cooperation with agencies Workflow organisation inside the company SEO-Tools Goals / KPIs and Measurement Twitter: @LukaszZelezny
  3. 3. Table of content Cooperation with freelancers and outsourcing activities Twitter: @LukaszZelezny
  4. 4. - Why do we outsource? - How can we outsource? - What can we outsource? Cooperation with freelancers and outsourcing activities THREE PHILOSOPHICAL QUESTIONS Twitter: @LukaszZelezny
  5. 5. Why do we outsource? Cooperation with freelancers and outsourcing activities Twitter: @LukaszZelezny
  6. 6. Why do we outsource? Cooperation with freelancers and outsourcing activities •Price – because you are more expensive than they are Twitter: @LukaszZelezny
  7. 7. Why do we outsource? Cooperation with freelancers and outsourcing activities •Price •Skills - because you don’t need to know everything and they are the specialists Twitter: @LukaszZelezny
  8. 8. Why do we outsource? Cooperation with freelancers and outsourcing activities •Price •Skills •Time - because you care about deadline and they care about deadline but you have so much to do and you don’t want to fail! Twitter: @LukaszZelezny
  9. 9. How can we outsource? Cooperation with freelancers and outsourcing activities Twitter: @LukaszZelezny
  10. 10. How can we outsource? Cooperation with freelancers and outsourcing activities PROS: Don't worry about payment Don't worry about finding clients Everything is one place Replace internal invoicing CONS: Most jobs - low paid jobs Quite crowded and competitive Not easy to start Twitter: @LukaszZelezny
  11. 11. How can we outsource? Cooperation with freelancers and outsourcing activities PROS: Professionals Trusted website CONS: May be expensive Difficult to find people open for freelance Considered for head hunters and job agencies Twitter: @LukaszZelezny
  12. 12. How can we outsource? Cooperation with freelancers and outsourcing activities PROS: Cheap Very responsive Wide spectrum of tasks to be outsourced CONS: Risk of low quality results Risk of scam Twitter: @LukaszZelezny
  13. 13. How can we outsource? Cooperation with freelancers and outsourcing activities PROS: Cheap Very responsive Wide spectrum of tasks to be outsourced CONS: Risk of low quality results Risk of scam Twitter: @LukaszZelezny
  14. 14. How can we outsource? Cooperation with freelancers and outsourcing activities PROS: Don't worry about payment Don't worry about finding clients Everything is one place CONS: Most jobs - low paid jobs Quite crowded and competitive Not easy to start
  15. 15. What can we outsource? Cooperation with freelancers and outsourcing activities Twitter: @LukaszZelezny
  16. 16. What can we outsource? Cooperation with freelancers and outsourcing activities •Copywriting Twitter: @LukaszZelezny
  17. 17. Cooperation with freelancers and outsourcing activities Example order: Write 24 articles about specific locations Twitter: @LukaszZelezny
  18. 18. Cooperation with freelancers and outsourcing activities Example Copyrwriting: Write 24 articles about specific locations Twitter: @LukaszZelezny
  19. 19. Cooperation with freelancers and outsourcing activities Example order: Write 24 articles about specific locations and focus on specific keywords Twitter: @LukaszZelezny
  20. 20. Cooperation with freelancers and outsourcing activities Example Copyrwriting: Write 24 articles about specific locations
  21. 21. What can we outsource? Cooperation with freelancers and outsourcing activities •Copywriting •Link Building Twitter: @LukaszZelezny
  22. 22. What can we outsource? Cooperation with freelancers and outsourcing activities •Copywriting •Link Building •Outreach Twitter: @LukaszZelezny
  23. 23. Example outreach: Find 10 blogs related to travel or general topic Cooperation with freelancers and outsourcing activities Twitter: @LukaszZelezny
  24. 24. Example outreach: Find 10 blogs related to travel or general topic Cooperation with freelancers and outsourcing activities Twitter: @LukaszZelezny
  25. 25. What can we outsource? Cooperation with freelancers and outsourcing activities •Copywriting •Link Building •Outreach •Research Twitter: @LukaszZelezny
  26. 26. What can we outsource? Cooperation with freelancers and outsourcing activities •Copywriting •Link Building •Outreach •Research •Specialized tasks Twitter: @LukaszZelezny
  27. 27. Payment model Cooperation with freelancers and outsourcing activities Twitter: @LukaszZelezny
  28. 28. Payment model Cooperation with freelancers and outsourcing activities •Per delivery (perfect!) •Per hour •Per project Twitter: @LukaszZelezny
  29. 29. Table of content Cooperation with agencies Twitter: @LukaszZelezny
  30. 30. Cooperation with agencies The process Understanding weaknesses & strengths Process Begin Success / Integration / Revision Momentum Twitter: @LukaszZelezny
  31. 31. Cooperation with agencies The process Understanding weaknesses & strengths Process Begin Success / Integration / Revision / Reports Momentum Twitter: @LukaszZelezny
  32. 32. Cooperation with agencies Reporting Twitter: @LukaszZelezny
  33. 33. Cooperation with agencies Reporting Twitter: @LukaszZelezny
  34. 34. Working with agency Cooperation with freelancers and outsourcing activities •Specific range of task •Special tasks •Clear expectation and reports Twitter: @LukaszZelezny
  35. 35. Payment model Cooperation with freelancers and outsourcing activities •Monthly contract Twitter: @LukaszZelezny
  36. 36. Table of content SEO Tools Twitter: @LukaszZelezny
  37. 37. SEO Tools Keyword research Twitter: @LukaszZelezny
  38. 38. SEO Tools Keyword research Twitter: @LukaszZelezny
  39. 39. SEO Tools Keyword research Twitter: @LukaszZelezny - Use as many sources as possible - Make sure that each export contain at least following metrics: - Keywords itself - Corresponding URLs - Search volume - Position (rank) - If export doesn’t contain all four metrics – recreate them Export 1 - Load each keyword list to Excel - Use colour code to define list source - Remove duplications Load to Excel 2 OR
  40. 40. SEO Tools Brand Tracking Twitter: @LukaszZelezny
  41. 41. SEO Tools Brand Tracking Twitter: @LukaszZelezny
  42. 42. SEO Tools Content provider Twitter: @LukaszZelezny
  43. 43. SEO Tools Backlink Research Twitter: @LukaszZelezny
  44. 44. SEO Tools Traffic Tracking & Data Extraction Twitter: @LukaszZelezny
  45. 45. SEO Tools OnPage Optimization Twitter: @LukaszZelezny
  46. 46. Table of content Goals / KPIs and Measurement Twitter: @LukaszZelezny
  47. 47. Goals / KPI and Measurement Main Metrics Twitter: @LukaszZelezny
  48. 48. Goals / KPI and Measurement Main Metrics Priotity Priotity Twitter: @LukaszZelezny
  49. 49. Goals / KPI and Measurement Tables Twitter: @LukaszZelezny
  50. 50. Goals / KPI and Measurement Tables Twitter: @LukaszZelezny
  51. 51. Goals / KPI and Measurement Tables Twitter: @LukaszZelezny
  52. 52. Goals / KPI and Measurement Graphs -10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec %YoY Growth (monthly) All Sources Sessions Effective Sessions Twitter: @LukaszZelezny
  53. 53. Goals / KPI and Measurement Graphs -10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec %YoY Growth (monthly) All Sources Sessions Effective Sessions Target Twitter: @LukaszZelezny
  54. 54. Goals / KPI and Measurement Graphs 290,578 274,174 280,789 258,515 302,457 250,798 290,781 287,654 285,789 298,795 280,546 280,578 145,289 145,312 146,010 144,768 184,499 150,479 183,192 201,358 214,342 227,084 224,437 227,268 - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Example.com: Sessions and effective sessions monthly Sessions Effective Sessions Twitter: @LukaszZelezny
  55. 55. Goals / KPI and Measurement Graphs 290,578 274,174 280,789 258,515 302,457 250,798 290,781 287,654 285,789 298,795 280,546 280,578 145,289 145,312 146,010 144,768 184,499 150,479 183,192 201,358 214,342 227,084 224,437 227,268 0% 10% 20% 30% 40% 50% 60% - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Example.com: Sessions and effective sessions monthly Sessions Effective Sessions Bounce Rate Twitter: @LukaszZelezny
  56. 56. Goals / KPI and Measurement Graphs Twitter: @LukaszZelezny Week #19 of 2013 (05-11 May 2013) Week #19 of 2012 (06-12 May 2012)
  57. 57. Goals / KPI and Measurement Graphs Twitter: @LukaszZelezny
  58. 58. Goals / KPI and Measurement Twitter: @LukaszZelezny Week #19 in 2012 Week #19 in 2012
  59. 59. Goals / KPI and Measurement Twitter: @LukaszZelezny Week #19 in 2012 Week #19 in 2013
  60. 60. Goals / KPI and Measurement Twitter: @LukaszZelezny THANK YOU! 

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