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SearchLeeds 2019 - Lukasz Zelezny - The Butterfly Effect in SEO

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Lukasz's session shows you which small and simple SEO changes can best improve traffic and revenue. He focuses on the latest tactics that immediately boost SEO performance, you’ll learn how to efficiently use limited resources to receive the biggest benefits.

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SearchLeeds 2019 - Lukasz Zelezny - The Butterfly Effect in SEO

  1. 1. THE BUTTERFLY EFFECT IN SEO Lukasz Zelezny https://seo.london
  2. 2. THE BUTTERFLY EFFECT #1 “SNAPSHOT”
  3. 3. GIVE YOUR DATA STUDIO ACCESS TO YOUR SEARCH CONSOLE
  4. 4. THEN ADD DATA SOURCE TO YOUR REPORT
  5. 5. EXCLUDE EMPTY QUERIES USING FILTER
  6. 6. COMPLETE TABLE OF QUERIES FROM GIVEN PERIOD
  7. 7. WE HAVE THREE METRICS: 1. IMPRESSIONS 2. CLICKS 3. CTR
  8. 8. THE “SNAPSHOT” TABLE IS READY
  9. 9. 2 X SORT: BY LANDING THEN BY IMPRESSIONS
  10. 10. THE “SNAPSHOT” TABLE IS READY
  11. 11. THE MOST USEFUL PIVOTTABLE EVER
  12. 12. THE MOST USEFUL PIVOTTABLE EVER
  13. 13. IMPLEMENTATION - SOCIALMEDIA.PL
  14. 14. IMPLEMENTATION - SOCIALMEDIA.PL
  15. 15. IMPLEMENTATION - SOCIALMEDIA.PL ACQUISITION
  16. 16. IMPLEMENTATION - SOCIALMEDIA.PL CONTENT MARKETINGACQUISITION
  17. 17. IMPLEMENTATION - SOCIALMEDIA.PL SNAPSHOTCONTENT MARKETINGACQUISITION
  18. 18. IMPLEMENTATION - SOCIALMEDIA.PL
  19. 19. IMPLEMENTATION - SOCIALMEDIA.PL SNAPSHOTCONTENT MARKETINGACQUISITION
  20. 20. CONCLUSIONS: - use keywords that are already ranking quite well; - leverage quality traffic; - play Google game.
  21. 21. THE BUTTERFLY EFFECT #2 “KEYWORD MAGIC TOOLS”
  22. 22. KEYWORD MAGIC TOOLS
  23. 23. KEYWORDS BY INTENT Awareness Interest Consideration Conversion Retention Advocate
  24. 24. QUESTIONS (WHY/HOW/WHAT/WHERE/ETC) Awareness Interest Consideration Conversion Retention Advocate
  25. 25. SIMON SINEK’S THE GOLDEN CIRCLE – START WITH WHY What How Why
  26. 26. SEO SEARCH VOLUME GOLDEN CIRCLE HOW WHAT WHY
  27. 27. START FROM HOW
  28. 28. HOW WHAT WHY
  29. 29. HOW WHAT WHY
  30. 30. THE BUTTERFLY EFFECT #3 “BRAND MENTIONS AND LINKS”
  31. 31. • Lukasz Zelenski
  32. 32. • Lukasz Zelenski • Lukasz Zelenzy
  33. 33. • Lukasz Zelenski • Lukasz Zelenzy • Luca Zelesznysz
  34. 34. • Lukasz Zelenski • Lukasz Zelenzy • Luca Zelesznysz • Luka Zeleny
  35. 35. ŁUKASZ GRZEGORZ ŻELEZNY
  36. 36. ŁUKASZ GRZEGORZ ŻELEZNY ˈwukaʂ ɡʐɛ.ɡɔʂ/ ˈʒɛlɛzniː pronunciations
  37. 37. ŁUKASZ GRZEGORZ ŻELEZNY ˈwukaʂ ɡʐɛ.ɡɔʂ/ ˈʒɛlɛzniː
  38. 38. rename: Archibald Smith
  39. 39. ŁUKASZ GRZEGORZ ŻELEZNY ˈwukaʂ ɡʐɛ.ɡɔʂ/ ˈʒɛlɛzniː pronunciations
  40. 40. Track Your Brand Track Your Brand - Brand24
  41. 41. THE BUTTERFLY EFFECT #4 “LINKS AND SOCIAL PROFILES”
  42. 42. https://seo.london/
  43. 43. https://www.linkedin.com/in/seomanagerlondon/
  44. 44. Why does it works so well? • You mostly know who links to your social media profiles; • Its easy to switch link from social profile to your website; • Its relevant to switch from social profile to your website; • Its organic (kind of); • You can save tremendous amount of time.
  45. 45. THE BUTTERFLY EFFECT #5 “MERGE”
  46. 46. TACTIC: Merge subdomains into subfolder
  47. 47. CLIENT1: blog.domain.com To: domain.com/blog/
  48. 48. MOVE AND 301: blog.domain.com To: domain.com/blog/
  49. 49. MOVE AND 301: blog.domain.com To: domain.com/.
  50. 50. MOVE AND 301: forums.domain.com To: domain.com/forums/
  51. 51. RESULTS
  52. 52. ANOTHER CUSTOMER WHO BECOME AN INDUSTRY LEADER IN 6 MONTHS
  53. 53. PRE-SEO PERIOD
  54. 54. POST-SEO PERIOD
  55. 55. THANK YOU /Lukasz Zelezny Slides:

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