Brighton SEO 2014 - Lukasz Zelezny - Track your keywords like a boss

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Brighton SEO 2014 - Lukasz Zelezny - Track your keywords like a boss

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Brighton SEO 2014 - Lukasz Zelezny - Track your keywords like a boss

  1. 1. Track Your Keywords Position Like a Boss Traffic Potential Lukasz Zelezny Head of Organic Acquisition uSwitch.com
  2. 2. Algorithm that helps to create a list2 Traffic Potential1 Keyword prioritization2 ✓ TRAFFIC POTENTIAL Track Your Keywords Position Like a Boss Gathering and crunching dataI This is an example text. Go ahead and replace it with your own text3 Sources of keywords1 Calculating Traffic Potential and making decisionsII Questions and AnswersIII @LukaszZelezny #BrightonSEO April 2014
  3. 3. Historical data from Google Analytics - Historical keyword data from (not provided) period - Pre-September 2013 data 1 Sources of Keywords TRAFFIC POTENTIAL @LukaszZelezny #BrightonSEO April 2014
  4. 4. Sources of Keywords TRAFFIC POTENTIAL Acquisition > Keywords > Paid @LukaszZelezny #BrightonSEO April 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 TRAFFIC POTENTIAL @LukaszZelezny #BrightonSEO April 2014
  6. 6. @LukaszZelezny #BrightonSEO April 2014 Sources of Keywords TRAFFIC POTENTIAL 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 TRAFFIC POTENTIAL @LukaszZelezny #BrightonSEO April 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 TRAFFIC POTENTIAL PPC Data - Use Adwords / Bing / Yahoo PPC Keywords as an complementary source to denermine keywords 4 @LukaszZelezny #BrightonSEO April 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 TRAFFIC POTENTIAL - 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 #BrightonSEO April 2014
  10. 10. Sources of Keywords TRAFFIC POTENTIAL Search Traffic > Search Queries @LukaszZelezny #BrightonSEO April 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 TRAFFIC POTENTIAL - 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 #BrightonSEO April 2014
  12. 12. Sources of Keywords TRAFFIC POTENTIAL seoQuake Toolbar > Density @LukaszZelezny #BrightonSEO April 2014
  13. 13. Algorithm that helps to create a list2 Traffic Potential1 Keyword prioritization2 ✓ TRAFFIC POTENTIAL Track Your Keywords Position Like a Boss Gathering and crunching dataI This is an example text. Go ahead and replace it with your own text3 Sources of keywords1 Calculating Traffic Potential and making decisionsII Questions and AnswersIII @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 TRAFFIC POTENTIAL Algorithm that helps to create a list @LukaszZelezny #BrightonSEO April 2014
  15. 15. - 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 TRAFFIC POTENTIAL Algorithm that helps to create a list OR @LukaszZelezny #BrightonSEO April 2014
  16. 16. 1 Source 1 Algorithm that helps to create a list TRAFFIC POTENTIAL @LukaszZelezny #BrightonSEO April 2014
  17. 17. 1 Source 1 2 Source 2 Algorithm that helps to create a list TRAFFIC POTENTIAL @LukaszZelezny #BrightonSEO April 2014
  18. 18. 1 Source 1 2 Source 2 Algorithm that helps to create a list TRAFFIC POTENTIAL An example export: - SEMRush: 59 keywords - Searchmetrics: 183 keywords TOTAL: 242 keywords UNIQUE: 210 keywords @LukaszZelezny #BrightonSEO April 2014
  19. 19. 1 Source 1 2 Source 2 Algorithm that helps to create a list TRAFFIC POTENTIAL An example export: - SEMRush: 59 keywords - Searchmetrics: 183 keywords TOTAL: 242 keywords UNIQUE: 210 keywords @LukaszZelezny #BrightonSEO April 2014
  20. 20. 1 Source 1 2 Source 2 Algorithm that helps to create a list TRAFFIC POTENTIAL An example export: - SEMRush: 59 keywords - Searchmetrics: 183 keywords TOTAL: 242 keywords UNIQUE: 210 keywords @LukaszZelezny #BrightonSEO April 2014
  21. 21. TRAFFIC POTENTIAL Algorithm that helps to create a list Filter spreadsheet using position metrics to narrow list @LukaszZelezny #BrightonSEO April 2014
  22. 22. TRAFFIC POTENTIAL Algorithm that helps to create a list - source: Searchmetrics - source: SEMRush @LukaszZelezny #BrightonSEO April 2014
  23. 23. Algorithm that helps to create a list2 Traffic Potential1 Keyword prioritization2 ✓ TRAFFIC POTENTIAL Track Your Keywords Position Like a Boss Gathering and crunching dataI This is an example text. Go ahead and replace it with your own text3 Sources of keywords1 Calculating Traffic Potential and making decisionsII Questions and AnswersIII @LukaszZelezny #BrightonSEO April 2014
  24. 24. ORGANIC CTR DISTRIBUTION Track Your Keywords Position Like a Boss @LukaszZelezny #BrightonSEO April 2014
  25. 25. ORGANIC CTR DISTRIBUTION Track Your Keywords Position Like a Boss @LukaszZelezny #BrightonSEO April 2014
  26. 26. 18.20% 10.50% 7.22% 4.81% 3.09% 2.76% 1.88% 1.75% 1.52% 1.04% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% 20.00% 1 2 3 4 5 6 7 8 9 10 CTR POSITION IN SERP ORGANIC CTR (generic keywords) % CTR For these keywords you can calculate traffic potential: Traffic Index = (SearchVolume / 2) * CTR @LukaszZelezny #BrightonSEO April 2014
  27. 27. Traffic Index – Current Situation Algorithm that helps to create a list Traffic Index = (SearchVolume / 2) * CTR @LukaszZelezny #BrightonSEO April 2014
  28. 28. Traffic Index – Current Situation Algorithm that helps to create a list Traffic Index = (SearchVolume / 2) * CTR @LukaszZelezny #BrightonSEO April 2014
  29. 29. Traffic Index – Current Situation Algorithm that helps to create a list 5.30 ≈ (101 / 2) * 0.1050 @LukaszZelezny #BrightonSEO April 2014
  30. 30. Traffic Index – Current Situation Algorithm that helps to create a list 5.30 ≈ (101 / 2) * 0.1050 @LukaszZelezny #BrightonSEO April 2014
  31. 31. Traffic Index – Current Situation Algorithm that helps to create a list Traffic Index = (SearchVolume / 2) * CTR 3rd Paty Brand @LukaszZelezny #BrightonSEO April 2014
  32. 32. 0.01% 1.00% 0.90% 0.80% 0.70% 0.60% 0.50% 0.40% 0.30% 0.20% 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1 2 3 4 5 6 7 8 9 10 CTR POSITION IN SERP ORGANIC CTR (3rd party brand keywords) % CTR These keywords could be omitted in SEO strategy. Low relevancy, high bouncerate. @LukaszZelezny #BrightonSEO April 2014
  33. 33. Traffic Index – Current Situation Algorithm that helps to create a list @LukaszZelezny #BrightonSEO April 2014
  34. 34. Optimal Traffic Index – Optimal Situation Algorithm that helps to create a list Optimal Traffic Index = (SearchVolume / 2) * CTR @LukaszZelezny #BrightonSEO April 2014
  35. 35. Optimal Traffic Index – Optimal Situation Algorithm that helps to create a list Optimal Traffic Index = (SearchVolume / 2) * CTR @LukaszZelezny #BrightonSEO April 2014
  36. 36. Algorithm that helps to create a list2 Traffic Potential1 Keyword prioritization2✓ TRAFFIC POTENTIAL Track Your Keywords Position Like a Boss Gathering and crunching dataI This is an example text. Go ahead and replace it with your own text3 Sources of keywords1 Calculating Traffic Potential and making decisionsII Questions and AnswersIII @LukaszZelezny #BrightonSEO April 2014
  37. 37. TRAFFIC POTENTIAL Keyword Prioritization Prioritize your keywords set by - By URL - By Difference between optimal and current situation @LukaszZelezny #BrightonSEO April 2014 18.54 98.82
  38. 38. TRAFFIC POTENTIAL Keyword Prioritization Prioritize your keywords set by - By URL - By Difference between optimal and current situation @LukaszZelezny #BrightonSEO April 2014
  39. 39. TRAFFIC POTENTIAL Keyword Prioritization Prioritize your keywords set by - By URL - By Difference between optimal and current situation @LukaszZelezny #BrightonSEO April 2014 18.54 98.82
  40. 40. TRAFFIC POTENTIAL Keyword Prioritization Prioritize your keywords set by - By URL - By Difference between optimal and current situation Average URL position: 3 Median URL position: 3 URL Optimal Traffic Index: 10.09 @LukaszZelezny #BrightonSEO April 2014 18.54 98.82
  41. 41. TRAFFIC POTENTIAL Keyword Prioritization Prioritize your keywords set by - By URL - By Difference between optimal and current situation ∆ Traffic Index = 2.41 ∆ Traffic Index = 6.11 @LukaszZelezny #BrightonSEO April 2014 18.54 98.82
  42. 42. TRAFFIC POTENTIAL Keyword Prioritization Prioritize your keywords set by - By URL - By Difference between optimal and current situation @LukaszZelezny #BrightonSEO April 2014
  43. 43. Algorithm that helps to create a list2 Traffic Potential1 Keyword prioritization2 ✓ TRAFFIC POTENTIAL Track Your Keywords Position Like a Boss Gathering and crunching dataI This is an example text. Go ahead and replace it with your own text3 Sources of keywords1 Calculating Traffic Potential and making decisionsII Questions and AnswersIII @LukaszZelezny #BrightonSEO April 2014

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