Performance in Berlin #PMIEUR - Track keywords and acquire traffic
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This document discusses strategies for tracking keywords and acquiring traffic. It recommends gathering keyword data from tools like SEMRush, Searchmetrics and Google Analytics. The document also suggests using paid search keywords and competitor keywords. It describes loading keyword lists into Excel and removing duplicates. Additionally, it discusses segmenting a website into verticals to analyze traffic patterns over time and between years. The overall goal is to track keywords, optimize pages and acquire more traffic.
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Performance in Berlin #PMIEUR - Track keywords and acquire traffic
- 1. Track Keywords and Acquire Traffic @LukaszZelezny Head of Organic Acquisition uSwitch.com
- 2. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
- 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. Sources of Keywords Gathering and crunching data Acquisition > Keywords > Paid @LukaszZelezny #PMIEUR June 2014
- 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. @LukaszZelezny #PMIEUR June 2014 Sources of Keywords Gathering and crunching data Long Tail > Export Live Update > Export
- 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. - 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. - 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. Sources of Keywords Gathering and crunching data Search Traffic > Search Queries @LukaszZelezny #PMIEUR June 2014
- 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. Sources of Keywords Gathering and crunching data seoQuake Toolbar > Density @LukaszZelezny #PMIEUR June 2014
- 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. - 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. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
- 16. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
- 17. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
- 18. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
- 19. OnPage / OffPage that works @LukaszZelezny #PMIEUR June 2014
- 20. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
- 21. Insurances Credit Cards BroadbandMobile Gas and Electricity Homepage @LukaszZelezny #PMIEUR June 2014 Reports that make sense SLICE YOUR WEBSITE
- 22. @LukaszZelezny #PMIEUR June 2014 Reports that make sense SLICE YOUR WEBSITE
- 23. Effective Visits Predictable Vertical Winter Spring Summer Autumn Winter tyre Warm Cold Cheap holidays @LukaszZelezny #PMIEUR June 2014
- 24. 2011 20122010 Winter Tyre Effective Visits Tyre – Predictable Vertical over years @LukaszZelezny #PMIEUR June 2014
- 25. 2011 20122010 Cheap holidays Effective Visits Holidays – Predictable Vertical over years @LukaszZelezny #PMIEUR June 2014
- 26. 2011 20122010 iPhone Effective Visits Mobile Handsets – Non-Predictable Vertical over years @LukaszZelezny #PMIEUR June 2014
- 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. Effective Visits Pulling Data @LukaszZelezny #PMIEUR June 2014
- 29. Week #19 in 2012 Week #19 in 2012 13,410 9,674 Week #19 in 2013 @LukaszZelezny #PMIEUR June 2014
- 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. TRACK KEYWORDS AND ACQUIRE TRAFFIC @LukaszZelezny #PMIEUR June 2014
- 32. Keyword Research & Intelligence @LukaszZelezny #PMIEUR June 2014
- 33. Brand Tracking @LukaszZelezny #PMIEUR June 2014
- 34. Backlink Research @LukaszZelezny #PMIEUR June 2014
- 35. Traffic Tracking & Data Extraction @LukaszZelezny #PMIEUR June 2014
- 36. OnPage Optimization @LukaszZelezny #PMIEUR June 2014
- 38. @LukaszZelezny #PMIEUR June 2014 THANK YOU!
Editor's Notes
- Lost of vertical have different monthly traffic characteristic Its wrong to report moth to month or week to week
- However reporting MoM make sense during Q1 and Q2 then reporting on WoW or MoM doesn’t make sense in Q3 and Q4
- Lots of frustrations in Q3 and half of Q4 will come
- Lots of frustrations in Q3 and half of Q4 will come
- Present Visits and BounceRate
- Do you have dedicated profile ? No? Do you want to select non-paid traffic for whole website ? Do you want to select non-paid traffic for specific part of website ? Do no compare long periods away from each other (distance) if sampling is a problem and large amount of reports use Google Analytics Pro
- Do you have dedicated profile ? No? Do you want to select non-paid traffic for whole website ? Do you want to select non-paid traffic for specific part of website ? Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro
- Do you have dedicated profile ? No? Do you want to select non-paid traffic for whole website ? Do you want to select non-paid traffic for specific part of website ? Do no compare long distace periods if sampling or if you don’t have Google Analytics Pro