Track Keywords and
Acquire Traffic
@LukaszZelezny
Head of Organic Acquisition uSwitch.com
TRACK KEYWORDS AND ACQUIRE TRAFFIC
@LukaszZelezny #PMIEUR June 2014
Historical data from Google Analytics
- Historical keyword data from (not
provided) period
- Pre-September 2013 data
1
Sou...
Sources of Keywords
Gathering and crunching data
Acquisition > Keywords > Paid
@LukaszZelezny #PMIEUR June 2014
- Data from SEMRush (first
two SERP pages).
- Data from Searchmetrics
Essential (first five SERP pages)
Intelligence tools...
@LukaszZelezny #PMIEUR June 2014
Sources of Keywords
Gathering and crunching data
Long Tail > Export
Live Update > Export
- Data from SEMRush (first
two SERP pages).
- Data from Searchmetrics
Essential (first five SERP pages)
Intelligence tools...
- Data from SEMRush (first
two SERP pages).
- Data from Searchmetrics
Essential (first five SERP pages)
Intelligence tools...
- Data from SEMRush (first
two SERP pages).
- Data from Searchmetrics
Essential (first five SERP pages)
Intelligence tools...
Sources of Keywords
Gathering and crunching data
Search Traffic > Search Queries
@LukaszZelezny #PMIEUR June 2014
- Data from SEMRush (first
two SERP pages).
- Data from Searchmetrics
Essential (first five SERP pages)
Intelligence tools...
Sources of Keywords
Gathering and crunching data
seoQuake Toolbar > Density
@LukaszZelezny #PMIEUR June 2014
- Use as many sources as possible
- Make sure that each export contain at
least following metrics:
- Keywords itself
- Cor...
- Use as many sources as possible
- Make sure that each export contain at
least following metrics:
- Keywords itself
- Cor...
TRACK KEYWORDS AND ACQUIRE TRAFFIC
@LukaszZelezny #PMIEUR June 2014
OnPage / OffPage that works
@LukaszZelezny #PMIEUR June 2014
OnPage / OffPage that works
@LukaszZelezny #PMIEUR June 2014
OnPage / OffPage that works
@LukaszZelezny #PMIEUR June 2014
OnPage / OffPage that works
@LukaszZelezny #PMIEUR June 2014
TRACK KEYWORDS AND ACQUIRE TRAFFIC
@LukaszZelezny #PMIEUR June 2014
Insurances
Credit
Cards
BroadbandMobile
Gas and
Electricity
Homepage
@LukaszZelezny #PMIEUR June 2014
Reports that make se...
@LukaszZelezny #PMIEUR June 2014
Reports that make sense
SLICE YOUR WEBSITE
Effective Visits
Predictable Vertical
Winter
Spring
Summer
Autumn
Winter tyre
Warm
Cold
Cheap holidays
@LukaszZelezny #PMI...
2011 20122010
Winter Tyre
Effective Visits
Tyre – Predictable Vertical over years
@LukaszZelezny #PMIEUR June 2014
2011 20122010
Cheap holidays
Effective Visits
Holidays – Predictable Vertical over years
@LukaszZelezny #PMIEUR June 2014
2011 20122010
iPhone
Effective Visits
Mobile Handsets – Non-Predictable Vertical over years
@LukaszZelezny #PMIEUR June 20...
Week #19 of 2013 (05-11 May 2013)
Week #19 of 2012 (06-12 May 2012)
Effective Visits
Pulling Data
@LukaszZelezny #PMIEUR J...
Effective Visits
Pulling Data
@LukaszZelezny #PMIEUR June 2014
Week #19 in 2012 Week #19 in 2012
13,410
9,674
Week #19 in 2013
@LukaszZelezny #PMIEUR June 2014
Week #19 in 2012 Week #19 in 2012Week #19 in 2012 Week #19 in 2013
13,410
9,674
Effective Visits = Visits – (Visits * Boun...
TRACK KEYWORDS AND ACQUIRE TRAFFIC
@LukaszZelezny #PMIEUR June 2014
Keyword Research & Intelligence
@LukaszZelezny #PMIEUR June 2014
Brand Tracking
@LukaszZelezny #PMIEUR June 2014
Backlink Research
@LukaszZelezny #PMIEUR June 2014
Traffic Tracking & Data Extraction
@LukaszZelezny #PMIEUR June 2014
OnPage Optimization
@LukaszZelezny #PMIEUR June 2014
Reporting
@LukaszZelezny #PMIEUR June 2014
@LukaszZelezny #PMIEUR June 2014
THANK YOU! 
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Track Keywords and Acquire Traffic by Lukasz Zelezny

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Getting your mits on some serious organic traffic through search engine optimisation is the general crux of this particular session. You will find out how to enhance organic traffic in quantity and quality by making on-page and off-page elements the focus of your SEO.

Tools and techniques that allow the tracking of organic traffic will be demonstrated. There will also be some debate about how to structure your SEO team to complement the discussion of social media and brand tracking.

Published in: Marketing, Technology, Business
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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
  • Track Keywords and Acquire Traffic by Lukasz Zelezny

    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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