bet, call, check your seo activity - lukasz zelezny #sigma2014 malta

2

Lukasz ZeleznyHead of Organic Acquisition

@LukaszZelezny

http://uk.linkedin.com/in/seomanagerlondon/

Bet, Call, Check your SEO activity

Table of content:1. Main metrics2. Main metrics and tables3. Charts that means a lot4. Improving your performance5. Slicing website6. Tools

Sessions

Visitors

Effective Sessions

Conversions Volume

Main Metrics

Sessions

Visitors

Effective Sessions

Conversions

Main Metrics

Sessions

Visitors

Effective Sessions

Conversions

Main Metrics

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 -

50,000

100,000

150,000

200,000

250,000

300,000

350,000

290,578 274,174

280,789

258,515

302,457

250,798

290,781 287,654 285,789 298,795

280,546 280,578

145,289 145,312 146,010 144,768

184,499

150,479

183,192

201,358 214,342

227,084 224,437 227,268

Example.com: Sessions and effective sessions monthly

Sessions Effective Sessions

Sessions

Visitors

Effective Sessions

Conversions

Main Metrics

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 -

50,000

100,000

150,000

200,000

250,000

300,000

350,000

0%

10%

20%

30%

40%

50%

60%

290,578 274,174

280,789

258,515

302,457

250,798

290,781 287,654 285,789 298,795

280,546 280,578

145,289 145,312 146,010 144,768

184,499

150,479

183,192

201,358 214,342

227,084 224,437 227,268

Example.com: Sessions and effective sessions monthly

Sessions Effective Sessions Bounce Rate

Sessions

Visitors

Effective Sessions

Conversions

Main Metrics

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 -

50,000

100,000

150,000

200,000

250,000

300,000

350,000

0%

10%

20%

30%

40%

50%

60%

290,578 274,174

280,789

258,515

302,457

250,798

290,781 287,654 285,789 298,795

280,546 280,578

145,289 145,312 146,010 144,768

184,499

150,479

183,192

201,358 214,342

227,084 224,437 227,268

Example.com: Sessions and effective sessions monthly

Sessions Effective Sessions Bounce Rate

+ 4.55%

Sessions

Visitors

Effective Sessions

Conversions

Main Metrics

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 -

50,000

100,000

150,000

200,000

250,000

300,000

350,000

0%

10%

20%

30%

40%

50%

60%

290,578 274,174

280,789

258,515

302,457

250,798

290,781 287,654 285,789 298,795

280,546 280,578

145,289 145,312 146,010 144,768

184,499

150,479

183,192

201,358 214,342

227,084 224,437 227,268

Example.com: Sessions and effective sessions monthly

Sessions Effective Sessions Bounce Rate

+ 4.55%

+ 1.26%

11

Week #19 in 2012 Week #19 in 2012

13,4

10 9,674

Week #19 in 2013

12

Week #19 in 2012 Week #19 in 2012

-28%

13,4

10 9,674

Week #19 in 2013

13

Week #19 in 2012 Week #19 in 2012

-28%

Week #19 in 2012 Week #19 in 2013

13,4

10 9,674

+26%

-72%

Effective Visits = Visits – (Visits * BounceRate)

%difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100)

Week #19 in 2013

14

How to get there?

12 Golden Rules

● 1000+ words of body text

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

● Additional CTAs boxes in content

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

● Additional CTAs boxes in content

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

● Additional CTAs boxes in content

● Videos + transcript

12 Golden Rules

Source: Moz.com

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

● Additional CTAs boxes in content

● Videos + transcript

Indexable

Source: Moz.com

Indexable

Snippet

Source: Moz.com

Indexable

Snippet

Source: Moz.com

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

● Additional CTAs boxes in content

● Videos + transcript

● Headers improvements

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

● Additional CTAs boxes in content

● Videos + transcript

● Headers improvements

● Bold / Strong tags

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

● Additional CTAs boxes in content

● Videos + transcript

● Headers improvements

● Bold / Strong tags

● Internal linking

http://www.mirror.co.uk/sport/football/news/liverpool-boss-brendan-rodgers-makes-4509504

http://www.mirror.co.uk/all-about/Steven-Gerrard

http://www.mirror.co.uk/all-about/Liverpool-FC

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

● Additional CTAs boxes in content

● Videos + transcript

● Headers improvements

● Bold / Strong tags

● Internal linking

● Read More (related articles)

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

● Additional CTAs boxes in content

● Videos + transcript

● Headers improvements

● Bold / Strong tags

● Internal linking

● Read More (related articles)

● GA Event tracking

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

● Additional CTAs boxes in content

● Videos + transcript

● Headers improvements

● Bold / Strong tags

● Internal linking

● Read More (related articles)

● GA Event tracking

● Comments

12 Golden Rules

● 1000+ words of body text

● Improved Keyword density

● On-Page Grade optimization with MOZ

● Additional CTAs boxes in content

● Videos + transcript

● Headers improvements

● Bold / Strong tags

● Internal linking

● Read More (related articles)

● GA Event tracking

● Comments

● Share buttons

Slicing Website into parts

WHY SLICING?

Insurances

Credit Cards

BroadbandMobile

Gas and Electricity

Homepage

WHY SLICING?

43

TOOLS

44

Brand Tracking

45

Keyword Research & Intelligence

46

Backlink Research

47

Traffic Tracking & Data Extraction

48

OnPage Optimization

49

Reporting

50

Thank you!

51

Lukasz ZeleznyHead of Organic Acquisition

@LukaszZelezny