Performance in Berlin #PMIEUR - Track keywords and acquire traffic

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Performance in Berlin #PMIEUR - Track keywords and acquire traffic

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  • Lost of vertical have different monthly traffic characteristic
    Its wrong to report moth to month or week to week
  • However reporting MoM make sense during Q1 and Q2 then reporting on WoW or MoM doesn’t make sense in Q3 and Q4
  • Lots of frustrations in Q3 and half of Q4 will come
  • Lots of frustrations in Q3 and half of Q4 will come
  • Present Visits and BounceRate
  • Do you have dedicated profile ? No?
    Do you want to select non-paid traffic for whole website ?
    Do you want to select non-paid traffic for specific part of website ?
    Do no compare long periods away from each other (distance)
    if sampling is a problem and large amount of reports use Google Analytics Pro
  • Do you have dedicated profile ? No?
    Do you want to select non-paid traffic for whole website ?
    Do you want to select non-paid traffic for specific part of website ?
    Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro
  • Do you have dedicated profile ? No?
    Do you want to select non-paid traffic for whole website ?
    Do you want to select non-paid traffic for specific part of website ?
    Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro
  • Performance in Berlin #PMIEUR - Track keywords and acquire traffic

    1. 1. Track Keywords and Acquire Traffic @LukaszZelezny Head of Organic Acquisition uSwitch.com
    2. 2. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
    3. 3. Historical data from Google Analytics - Historical keyword data from (not provided) period - Pre-September 2013 data 1 Sources of Keywords Gathering and crunching data @LukaszZelezny #PMIEUR June 2014
    4. 4. Sources of Keywords Gathering and crunching data Acquisition > Keywords > Paid @LukaszZelezny #PMIEUR June 2014
    5. 5. - Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages) Intelligence toolsHistorical data from Google Analytics - Historical keyword data from (not provided) period - Pre-September 2013 data 1 2 Sources of Keywords Gathering and crunching data @LukaszZelezny #PMIEUR June 2014
    6. 6. @LukaszZelezny #PMIEUR June 2014 Sources of Keywords Gathering and crunching data Long Tail > Export Live Update > Export
    7. 7. - Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages) Intelligence toolsHistorical data from Google Analytics Use competitors and keyword intelligence tools that already ranks Competitors keywords - Historical keyword data from (not provided) period - Pre-September 2013 data 31 2 Sources of Keywords Gathering and crunching data @LukaszZelezny #PMIEUR June 2014
    8. 8. - Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages) Intelligence toolsHistorical data from Google Analytics Use competitors and keyword intelligence tools that already ranks Competitors keywords - Historical keyword data from (not provided) period - Pre-September 2013 data 31 2 Sources of Keywords Gathering and crunching data PPC Data - Use Adwords / Bing / Yahoo PPC Keywords as an complementary source to denermine keywords 4 @LukaszZelezny #PMIEUR June 2014
    9. 9. - Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages) Intelligence toolsHistorical data from Google Analytics Use competitors and keyword intelligence tools that already ranks Competitors keywords - Historical keyword data from (not provided) period - Pre-September 2013 data 31 2 Sources of Keywords Gathering and crunching data - Search Traffic > Search Queries (Impressions, Clicks, %CTR) Google Webmaster ToolsPPC Data - Use Adwords / Bing / Yahoo PPC Keywords as an complementary source to denermine keywords 4 5 @LukaszZelezny #PMIEUR June 2014
    10. 10. Sources of Keywords Gathering and crunching data Search Traffic > Search Queries @LukaszZelezny #PMIEUR June 2014
    11. 11. - Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages) Intelligence toolsHistorical data from Google Analytics Use competitors that already ranks and keyword intelligence tools Competitors keywords - Historical keyword data from (not provided) period - Pre-September 2013 data 31 2 Sources of Keywords Gathering and crunching data - Search Traffic > Search Queries (Impressions, Clicks, %CTR) Google Webmaster ToolsPPC Data - Use Adwords / Bing / Yahoo PPC Keywords as an complementary source to denermine keywords 4 5 Use competitors and keyword intelligence tools that already ranks Keyword Density 6 @LukaszZelezny #PMIEUR June 2014
    12. 12. Sources of Keywords Gathering and crunching data seoQuake Toolbar > Density @LukaszZelezny #PMIEUR June 2014
    13. 13. - 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 Gathering and crunching data Algorithm that helps to create a list @LukaszZelezny #BrightonSEO April 2014
    14. 14. - 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 Gathering and crunching data Algorithm that helps to create a list OR @LukaszZelezny #PMIEUR June 2014
    15. 15. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
    16. 16. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
    17. 17. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
    18. 18. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
    19. 19. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
    20. 20. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
    21. 21. Insurances Credit Cards BroadbandMobile Gas and Electricity Homepage @LukaszZelezny #PMIEUR June 2014 Reports that make sense SLICE YOUR WEBSITE
    22. 22. @LukaszZelezny #PMIEUR June 2014 Reports that make sense SLICE YOUR WEBSITE
    23. 23. Effective Visits Predictable Vertical Winter Spring Summer Autumn Winter tyre Warm Cold Cheap holidays @LukaszZelezny #PMIEUR June 2014
    24. 24. 2011 20122010 Winter Tyre Effective Visits Tyre – Predictable Vertical over years @LukaszZelezny #PMIEUR June 2014
    25. 25. 2011 20122010 Cheap holidays Effective Visits Holidays – Predictable Vertical over years @LukaszZelezny #PMIEUR June 2014
    26. 26. 2011 20122010 iPhone Effective Visits Mobile Handsets – Non-Predictable Vertical over years @LukaszZelezny #PMIEUR June 2014
    27. 27. Week #19 of 2013 (05-11 May 2013) Week #19 of 2012 (06-12 May 2012) Effective Visits Pulling Data @LukaszZelezny #PMIEUR June 2014
    28. 28. Effective Visits Pulling Data @LukaszZelezny #PMIEUR June 2014
    29. 29. Week #19 in 2012 Week #19 in 2012 13,410 9,674 Week #19 in 2013 @LukaszZelezny #PMIEUR June 2014
    30. 30. Week #19 in 2012 Week #19 in 2012Week #19 in 2012 Week #19 in 2013 13,410 9,674 Effective Visits = Visits – (Visits * BounceRate) %difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100) Week #19 in 2013 @LukaszZelezny #PMIEUR June 2014
    31. 31. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
    32. 32. Keyword Research & Intelligence @LukaszZelezny #PMIEUR June 2014
    33. 33. Brand Tracking @LukaszZelezny #PMIEUR June 2014
    34. 34. Backlink Research @LukaszZelezny #PMIEUR June 2014
    35. 35. Traffic Tracking & Data Extraction @LukaszZelezny #PMIEUR June 2014
    36. 36. OnPage Optimization @LukaszZelezny #PMIEUR June 2014
    37. 37. Reporting @LukaszZelezny #PMIEUR June 2014
    38. 38. @LukaszZelezny #PMIEUR June 2014 THANK YOU! 

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