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Track Keywords and Acquire Traffic by Lukasz Zelezny

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Getting your mits on some serious organic traffic through search engine optimisation is the general crux of this particular session. You will find out how to enhance organic traffic in quantity and quality by making on-page and off-page elements the focus of your SEO.

Tools and techniques that allow the tracking of organic traffic will be demonstrated. There will also be some debate about how to structure your SEO team to complement the discussion of social media and brand tracking.

Published in: Marketing, Technology, Business
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Track Keywords and Acquire Traffic by Lukasz Zelezny

  1. 1. Track Keywords and Acquire Traffic @LukaszZelezny Head of Organic Acquisition uSwitch.com
  2. 2. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
  3. 3. Historical data from Google Analytics - Historical keyword data from (not provided) period - Pre-September 2013 data 1 Sources of Keywords Gathering and crunching data @LukaszZelezny #PMIEUR June 2014
  4. 4. Sources of Keywords Gathering and crunching data Acquisition > Keywords > Paid @LukaszZelezny #PMIEUR June 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 Gathering and crunching data @LukaszZelezny #PMIEUR June 2014
  6. 6. @LukaszZelezny #PMIEUR June 2014 Sources of Keywords Gathering and crunching data 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 Gathering and crunching data @LukaszZelezny #PMIEUR June 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 Gathering and crunching data PPC Data - Use Adwords / Bing / Yahoo PPC Keywords as an complementary source to denermine keywords 4 @LukaszZelezny #PMIEUR June 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 Gathering and crunching data - 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 #PMIEUR June 2014
  10. 10. Sources of Keywords Gathering and crunching data Search Traffic > Search Queries @LukaszZelezny #PMIEUR June 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 Gathering and crunching data - 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 #PMIEUR June 2014
  12. 12. Sources of Keywords Gathering and crunching data seoQuake Toolbar > Density @LukaszZelezny #PMIEUR June 2014
  13. 13. - 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 Gathering and crunching data Algorithm that helps to create a list @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 - Load each keyword list to Excel - Use colour code to define list source - Remove duplications Load to Excel 2 Gathering and crunching data Algorithm that helps to create a list OR @LukaszZelezny #PMIEUR June 2014
  15. 15. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
  16. 16. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
  17. 17. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
  18. 18. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
  19. 19. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
  20. 20. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
  21. 21. Insurances Credit Cards BroadbandMobile Gas and Electricity Homepage @LukaszZelezny #PMIEUR June 2014 Reports that make sense SLICE YOUR WEBSITE
  22. 22. @LukaszZelezny #PMIEUR June 2014 Reports that make sense SLICE YOUR WEBSITE
  23. 23. Effective Visits Predictable Vertical Winter Spring Summer Autumn Winter tyre Warm Cold Cheap holidays @LukaszZelezny #PMIEUR June 2014
  24. 24. 2011 20122010 Winter Tyre Effective Visits Tyre – Predictable Vertical over years @LukaszZelezny #PMIEUR June 2014
  25. 25. 2011 20122010 Cheap holidays Effective Visits Holidays – Predictable Vertical over years @LukaszZelezny #PMIEUR June 2014
  26. 26. 2011 20122010 iPhone Effective Visits Mobile Handsets – Non-Predictable Vertical over years @LukaszZelezny #PMIEUR June 2014
  27. 27. Week #19 of 2013 (05-11 May 2013) Week #19 of 2012 (06-12 May 2012) Effective Visits Pulling Data @LukaszZelezny #PMIEUR June 2014
  28. 28. Effective Visits Pulling Data @LukaszZelezny #PMIEUR June 2014
  29. 29. Week #19 in 2012 Week #19 in 2012 13,410 9,674 Week #19 in 2013 @LukaszZelezny #PMIEUR June 2014
  30. 30. Week #19 in 2012 Week #19 in 2012Week #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) Week #19 in 2013 @LukaszZelezny #PMIEUR June 2014
  31. 31. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
  32. 32. Keyword Research & Intelligence @LukaszZelezny #PMIEUR June 2014
  33. 33. Brand Tracking @LukaszZelezny #PMIEUR June 2014
  34. 34. Backlink Research @LukaszZelezny #PMIEUR June 2014
  35. 35. Traffic Tracking & Data Extraction @LukaszZelezny #PMIEUR June 2014
  36. 36. OnPage Optimization @LukaszZelezny #PMIEUR June 2014
  37. 37. Reporting @LukaszZelezny #PMIEUR June 2014
  38. 38. @LukaszZelezny #PMIEUR June 2014 THANK YOU! 

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