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Lukasz Zelezny - Effective Traffic And Pearsons Correlation in organic acquisition (SEO)

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Lukasz Zelezny - Effective Traffic And Pearsons Correlation in organic acquisition (SEO)

  1. 1. Lukasz Zelezny linkedin.com/in/seomanagerlondon 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 1
  2. 2. “Pearson’s Correlation between traffic and positions” 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 2
  3. 3. Pearson Correlation Pearson’s Correlation is a measure of the linear correlation (dependence) between two variables X and Y, giving a value between +1 and −1 inclusive, where 1 is total positive correlation, 0 is no correlation, and −1 is negative correlation. 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 3
  4. 4. Pearson Correlation What keywords to consider? 1. with decent search volume 2. without noticeable search volume changes 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 4
  5. 5. Example Keyword 1 CORREL=(-0.89) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 5
  6. 6. Example Keyword 1 Pearson Correlation -0.89 – traffic correlated with ranks Frequently for Generic Keywords 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 6
  7. 7. Example Keyword 2 CORREL=(0.31) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 7
  8. 8. Example Keyword 2 Pearson Correlation 0.31 – traffic correlated with ranks Frequently for Non-Generic Keywords 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 8
  9. 9. Pearson Correlation Where to get traffic per keyword breakdown ? Use Bing! 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 9
  10. 10. Pearson Correlation Final Comparison of 10 example keywords. 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 10
  11. 11. Pearson’s Correlation conclusions What you need: - SERP (Bing) Position for specific keyword measured daily - Daily Visits generated by specific keyword - CORREL closer or equal (-1) refer to better keyword quality Pearson’s Correlation between Positions and Traffic: - Helps to utilize better mid tail opportunities; - Makes you step ahead competitors; - Improves Effective Traffic; 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 11
  12. 12. Advanced Metrics “Effective Visits” 22-23/11/2013 MarketingFestival.cz 12
  13. 13. Effective Visits Predictable Vertical Winter Cheap holidays Spring Summer Autumn Cold Winter tyre Warm 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 13
  14. 14. Effective Visits Tyre – Predictable Vertical over years Winter Tyre 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 14
  15. 15. Effective Visits Holidays – Predictable Vertical over years Cheap holidays 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 15
  16. 16. Effective Visits Mobile Handsets – Non-Predictable Vertical over years iPhone 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 16
  17. 17. Effective Visits Predictable Vertical Where does the concept came from? 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 17
  18. 18. Effective Visits Predictable Vertical The Fear of Bounce Rate BOUNCE RATE 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 18
  19. 19. Effective Visits Pulling Data Week #19 of 2012 (06-12 May 2012) Week #19 of 2013 (05-11 May 2013) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 19
  20. 20. Effective Visits Pulling Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 20
  21. 21. 13,410 9,674 Week #19 in 2012 22-23/11/2013 @LukaszZelezny MarketingFestival.cz Week #19 in 2013 Week #19 in 2012 21
  22. 22. 13,410 9,674 Week #19 in 2012 2013 Week #19 in 2013 Week #19 in 2012 Effective Visits = Visits – (Visits * BounceRate) %difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 22
  23. 23. Effective Visits Build Custom Segment using Google Analytics Effective Visits = Visits – (Visits * BounceRate) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 23
  24. 24. Effective Visits Organic Visits - Year to Year Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 24
  25. 25. Effective Visits Effective Visits - Year to Year Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 25
  26. 26. Effective Visits conclusions Why to use Effective Visits: - represents a real quality of traffic and its value; reflects to On Page optimization; reflects to Conversion Rate Optimization (CRO); helps senior management to understand better SEO benefits How to use Effective Visits: - explain how it works; - setup clear goals; - be brave and enjoy; 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 26
  27. 27. Effective Visits Predictable Vertical The Happiness of Effective Visits EFFECTIVE VISITS 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 27
  28. 28. TOOLS 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 28
  29. 29. Keyword Research & Intelligence 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 29
  30. 30. Backlink Research 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 30
  31. 31. Traffic Tracking & Data Extraction 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 31
  32. 32. OnPage Optimization 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 32
  33. 33. Reporting 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 33
  34. 34. Thank you!  http://www.HeadOfSeo.co.uk 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 34

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