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BrightonSEO Effective Visits like a sir

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BrightonSEO Effective Visits like a sir

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BrightonSEO Effective Visits like a sir

  1. 1. EFFECTIVE VISITS Like a Sir
  2. 2. 2 Lukasz Zelezny Head of Organic Acquisition @LukaszZelezny
  3. 3. TABLE OF CONTENT: -What is a Predictable Vertical -What is a Non-Predictable Verticals? -Where the concept came from? - How to compare data? -Which Tools should You use?
  4. 4. 6 PROTIP: In terms of traffic there are two types of vertical. Predictable & Non-Predictable. #brightonseo
  5. 5. Effective Visits Predictable Vertical 7 Winter Spring Summer Autumn Cheap holidays
  6. 6. Effective Visits Predictable Vertical 8 Winter Spring Summer Autumn Winter tyre Cold Warm Cheap holidays
  7. 7. 9 PROTIP: For predictable vertical use Year over Year (YoY) comparison aside of Month over Month (MoM). #brightonseo
  8. 8. 10 Holidays – Predictable Vertical over years Cheap holidays Effective Visits 2010 2011 2012
  9. 9. 11 Winter Tyre Effective Visits Tyre – Predictable Vertical over years 2010 2011 2012
  10. 10. What about non-predictable verticals? 12
  11. 11. 13 Mobile Handsets – Non-Predictable Vertical over years iPhone Effective Visits 2010 2011 2012
  12. 12. Effective Visits Predictable Vertical Where does the concept came from? 14
  13. 13. Effective Visits Predictable Vertical 15 The Fear of Bounce Rate
  14. 14. 16 PROTIP Bounce Rate may increase but will not cannibalize!
  15. 15. 17 ORGANIC VISITS
  16. 16. 18 Effective Visits Pulling Data Week #19 of 2012 (06-12 May 2012) Week #19 of 2013 (05-11 May 2013)
  17. 17. 19 Effective Visits Pulling Data
  18. 18. Week #19 in 2012 Week #19 in 2012 20 13,410 9,674 2013
  19. 19. Week #19 in 2012 2012 21 Week #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)
  20. 20. 22 Effective Visits Build Custom Segment using Google Analytics Effective Visits = Visits – (Visits * BounceRate)
  21. 21. 23 ORGANIC VISITS (once again)
  22. 22. 24 EFFECTIVE VISITS
  23. 23. Effective Visits conclusions 25 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;
  24. 24. 26 TOOLS
  25. 25. 27 Brand Tracking
  26. 26. 28 Keyword Research & Intelligence
  27. 27. 29 Backlink Research
  28. 28. 30 Traffic Tracking & Data Extraction
  29. 29. 31 OnPage Optimization
  30. 30. 32 Reporting
  31. 31. 33 Thank you! 
  32. 32. 34 Lukasz Zelezny Head of Organic Acquisition @LukaszZelezny

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