Effective traffic & Pearson's Correlation in organic acquisition Marketing Festival in Brno (Czech Republic) - Lukasz Zelezny - mktfest

1. Lukasz Zelezny
linkedin.com/in/seomanagerlondon
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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2. Working in online marketing is always exciting.
However, there is a lot more to it than just
proper and accurate reporting. Numbers on
their own are meaningless without the right
context attached to them. My aim is to come up
with some new approaches to online marketing
that I believe will deliver significant results in a
relatively short space of time.
It is about
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effective metrics
where the concept came from
why and when to measure year to year
how to avoid sampling data difficulties in Google
Analytics
manual data comparison instead of built in
functions
visual representation
why Pearson's corrleation?
living in Not Provided era
visual representation of correlation
meausrement techniques
software and platforms that helps
22-23/11/2013
Lukasz Zelezny Head of Organic
Acquisition
Head of Organic Acquisition in uSwitch.com
Previously responsible for organic traffic performance in
Home Away, Thomson Reuters, The Digital Property Group
and Fleetway Travel.
@LukaszZelezny
MarketingFestival.cz
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3. “Pearson’s Correlation
between traffic and positions”
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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4. 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
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5. Pearson Correlation
What keywords to consider?
1. with decent search volume
2. without noticeable search volume
changes
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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6. Example Keyword 1
CORREL=(-0.89)
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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7. Example Keyword 1
Pearson Correlation -0.89 – traffic correlated with ranks
Frequently for Generic Keywords
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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8. Example Keyword 2
CORREL=(0.31)
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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9. Example Keyword 2
Pearson Correlation 0.31 – traffic correlated with ranks
Frequently for Non-Generic Keywords
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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10. Pearson Correlation
Where to get traffic per keyword breakdown ?
Use Bing!
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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11. Pearson Correlation
Final Comparison of 10 example keywords.
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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12. 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
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13. Advanced Metrics
“Effective Visits”
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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14. Effective Visits
Predictable Vertical
Winter
Cheap holidays
Spring
Summer
Autumn
Cold
Winter tyre
Warm
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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15. Effective Visits
Tyre – Predictable Vertical over years
Winter Tyre
2010
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2011
@LukaszZelezny
MarketingFestival.cz
2012
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16. Effective Visits
Holidays – Predictable Vertical over years
Cheap holidays
2010
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2011
@LukaszZelezny
MarketingFestival.cz
2012
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17. Effective Visits
Mobile Handsets – Non-Predictable Vertical over years
iPhone
2010
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2011
@LukaszZelezny
MarketingFestival.cz
2012
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18. Effective Visits
Predictable Vertical
Where does the concept came from?
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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19. Effective Visits
Predictable Vertical
The Fear of Bounce Rate
BOUNCE
RATE
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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20. 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
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21. Effective Visits
Pulling Data
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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22. 13,410
9,674
Week #19 in 2012
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
Week #19 in 2013
Week #19 in 2012
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23. 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
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24. Effective Visits
Build Custom Segment using Google Analytics
Effective Visits = Visits – (Visits * BounceRate)
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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25. Effective Visits
Organic Visits - Year to Year Data
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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26. Effective Visits
Effective Visits - Year to Year Data
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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27. Effective Visits
conclusions
Why to use Effective Visits:
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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
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28. Effective Visits
Predictable Vertical
The Happiness of Effective Visits
EFFECTIVE
VISITS
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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29. TOOLS
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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30. Keyword Research & Intelligence
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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31. Backlink Research
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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32. Traffic Tracking & Data Extraction
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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33. OnPage Optimization
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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34. Reporting
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@LukaszZelezny
MarketingFestival.cz
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35. Thank you!

Download Excel files
http://www.HeadOfSeo.co.uk
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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