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Lukasz Zelezny
linkedin.com/in/seomanagerlondon

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

1
Working in online marketing is always exciting.
However, there is a lot more to it than just
proper and accurate reporting...
“Pearson’s Correlation
between traffic and positions”

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

3
Pearson Correlation

Pearson’s Correlation is a measure of
the linear correlation (dependence)
between two variables X and...
Pearson Correlation

What keywords to consider?
1. with decent search volume
2. without noticeable search volume
changes

...
Example Keyword 1

CORREL=(-0.89)
22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

6
Example Keyword 1

Pearson Correlation -0.89 – traffic correlated with ranks
Frequently for Generic Keywords
22-23/11/2013...
Example Keyword 2

CORREL=(0.31)
22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

8
Example Keyword 2

Pearson Correlation 0.31 – traffic correlated with ranks
Frequently for Non-Generic Keywords
22-23/11/2...
Pearson Correlation

Where to get traffic per keyword breakdown ?
Use Bing!
22-23/11/2013

@LukaszZelezny
MarketingFestiva...
Pearson Correlation

Final Comparison of 10 example keywords.

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

11
Pearson’s Correlation
conclusions
What you need:
- SERP (Bing) Position for specific keyword measured daily
- Daily Visits...
Advanced Metrics

“Effective Visits”
22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

13
Effective Visits

Predictable Vertical
Winter

Cheap holidays

Spring
Summer
Autumn

Cold

Winter tyre

Warm

22-23/11/201...
Effective Visits
Tyre – Predictable Vertical over years

Winter Tyre

2010

22-23/11/2013

2011

@LukaszZelezny
MarketingF...
Effective Visits
Holidays – Predictable Vertical over years

Cheap holidays

2010

22-23/11/2013

2011

@LukaszZelezny
Mar...
Effective Visits
Mobile Handsets – Non-Predictable Vertical over years

iPhone

2010

22-23/11/2013

2011

@LukaszZelezny
...
Effective Visits

Predictable Vertical

Where does the concept came from?

22-23/11/2013

@LukaszZelezny
MarketingFestival...
Effective Visits

Predictable Vertical

The Fear of Bounce Rate
BOUNCE
RATE

22-23/11/2013

@LukaszZelezny
MarketingFestiv...
Effective Visits
Pulling Data
Week #19 of 2012 (06-12 May 2012)

Week #19 of 2013 (05-11 May 2013)

22-23/11/2013

@Lukasz...
Effective Visits
Pulling Data

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

21
13,410

9,674

Week #19 in 2012

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

Week #19 in 2013
Week #19 in 2012

22
13,410

9,674

Week #19 in 2012

2013
Week #19 in 2013
Week #19 in 2012

Effective Visits = Visits – (Visits * BounceRate)...
Effective Visits
Build Custom Segment using Google Analytics

Effective Visits = Visits – (Visits * BounceRate)
22-23/11/2...
Effective Visits
Organic Visits - Year to Year Data

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

25
Effective Visits
Effective Visits - Year to Year Data

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

26
Effective Visits
conclusions
Why to use Effective Visits:
-

represents a real quality of traffic and its value;
reflects ...
Effective Visits

Predictable Vertical

The Happiness of Effective Visits
EFFECTIVE
VISITS

22-23/11/2013

@LukaszZelezny
...
TOOLS

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

29
Keyword Research & Intelligence

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

30
Backlink Research

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

31
Traffic Tracking & Data Extraction

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

32
OnPage Optimization

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

33
Reporting

22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

34
Thank you!


Download Excel files
http://www.HeadOfSeo.co.uk
22-23/11/2013

@LukaszZelezny
MarketingFestival.cz

35
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Marketing Festival in Brno (Czech Republic) - Lukasz Zelezny

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

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Marketing Festival in Brno (Czech Republic) - Lukasz Zelezny

  1. 1. Lukasz Zelezny linkedin.com/in/seomanagerlondon 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 1
  2. 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 • • • • • • • • • • • 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 2
  3. 3. “Pearson’s Correlation between traffic and positions” 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 3
  4. 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 4
  5. 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 5
  6. 6. Example Keyword 1 CORREL=(-0.89) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 6
  7. 7. Example Keyword 1 Pearson Correlation -0.89 – traffic correlated with ranks Frequently for Generic Keywords 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 7
  8. 8. Example Keyword 2 CORREL=(0.31) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 8
  9. 9. Example Keyword 2 Pearson Correlation 0.31 – traffic correlated with ranks Frequently for Non-Generic Keywords 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 9
  10. 10. Pearson Correlation Where to get traffic per keyword breakdown ? Use Bing! 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 10
  11. 11. Pearson Correlation Final Comparison of 10 example keywords. 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 11
  12. 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 12
  13. 13. Advanced Metrics “Effective Visits” 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 13
  14. 14. Effective Visits Predictable Vertical Winter Cheap holidays Spring Summer Autumn Cold Winter tyre Warm 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 14
  15. 15. Effective Visits Tyre – Predictable Vertical over years Winter Tyre 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 15
  16. 16. Effective Visits Holidays – Predictable Vertical over years Cheap holidays 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 16
  17. 17. Effective Visits Mobile Handsets – Non-Predictable Vertical over years iPhone 2010 22-23/11/2013 2011 @LukaszZelezny MarketingFestival.cz 2012 17
  18. 18. Effective Visits Predictable Vertical Where does the concept came from? 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 18
  19. 19. Effective Visits Predictable Vertical The Fear of Bounce Rate BOUNCE RATE 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 19
  20. 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 20
  21. 21. Effective Visits Pulling Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 21
  22. 22. 13,410 9,674 Week #19 in 2012 22-23/11/2013 @LukaszZelezny MarketingFestival.cz Week #19 in 2013 Week #19 in 2012 22
  23. 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 23
  24. 24. Effective Visits Build Custom Segment using Google Analytics Effective Visits = Visits – (Visits * BounceRate) 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 24
  25. 25. Effective Visits Organic Visits - Year to Year Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 25
  26. 26. Effective Visits Effective Visits - Year to Year Data 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 26
  27. 27. 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 27
  28. 28. Effective Visits Predictable Vertical The Happiness of Effective Visits EFFECTIVE VISITS 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 28
  29. 29. TOOLS 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 29
  30. 30. Keyword Research & Intelligence 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 30
  31. 31. Backlink Research 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 31
  32. 32. Traffic Tracking & Data Extraction 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 32
  33. 33. OnPage Optimization 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 33
  34. 34. Reporting 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 34
  35. 35. Thank you!  Download Excel files http://www.HeadOfSeo.co.uk 22-23/11/2013 @LukaszZelezny MarketingFestival.cz 35

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