lukasz zelezny - search marketing day 2014 - warszawa wasaw
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Scaling Up Your SEO
By Lukasz Zelezny
Table of contentCooperation with freelancers and outsourcing activities
Cooperation with agencies
Workflow organisation inside the company
SEO-Tools
Goals / KPIs and Measurement
Twitter: @LukaszZelezny
Table of content
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny
- Why do we outsource?
- How can we outsource?
- What can we outsource?
Cooperation with freelancers and outsourcing activities
THREE PHILOSOPHICAL QUESTIONS
Twitter: @LukaszZelezny
Why do we outsource?
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny
Why do we outsource?
Cooperation with freelancers and outsourcing activities
•Price – because you are more expensive than they are
Twitter: @LukaszZelezny
Why do we outsource?
Cooperation with freelancers and outsourcing activities
•Price•Skills - because you don’t
need to know everything and they are the specialists
Twitter: @LukaszZelezny
Why do we outsource?
Cooperation with freelancers and outsourcing activities
•Price•Skills•Time - because you care about
deadline and they care about deadline but you have so much to do and you don’t want to fail!
Twitter: @LukaszZelezny
How can we outsource?
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny
How can we outsource?
Cooperation with freelancers and outsourcing activities
PROS:Don't worry about paymentDon't worry about finding clientsEverything is one placeReplace internal invoicing
CONS:Most jobs - low paid jobsQuite crowded and competitiveNot easy to start
Twitter: @LukaszZelezny
How can we outsource?
Cooperation with freelancers and outsourcing activities
PROS:ProfessionalsTrusted website
CONS:May be expensiveDifficult to find people open for freelanceConsidered for head hunters and job agencies
Twitter: @LukaszZelezny
How can we outsource?
Cooperation with freelancers and outsourcing activities
PROS:CheapVery responsiveWide spectrum of tasks to be outsourced
CONS:Risk of low quality resultsRisk of scam
Twitter: @LukaszZelezny
How can we outsource?
Cooperation with freelancers and outsourcing activities
PROS:CheapVery responsiveWide spectrum of tasks to be outsourced
CONS:Risk of low quality resultsRisk of scam
Twitter: @LukaszZelezny
How can we outsource?
Cooperation with freelancers and outsourcing activities
PROS:Don't worry about paymentDon't worry about finding clientsEverything is one place
CONS:Most jobs - low paid jobsQuite crowded and competitiveNot easy to start
What can we outsource?
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny
What can we outsource?
Cooperation with freelancers and outsourcing activities
•Copywriting
Twitter: @LukaszZelezny
Cooperation with freelancers and outsourcing activities
Example order: Write 24 articles about specific locations
Twitter: @LukaszZelezny
Cooperation with freelancers and outsourcing activities
Example Copyrwriting: Write 24 articles about specific locations
Twitter: @LukaszZelezny
Cooperation with freelancers and outsourcing activities
Example order: Write 24 articles about specific locations and focus on specific keywords
Twitter: @LukaszZelezny
Cooperation with freelancers and outsourcing activities
Example Copyrwriting: Write 24 articles about specific locations
What can we outsource?
Cooperation with freelancers and outsourcing activities
•Copywriting•Link Building
Twitter: @LukaszZelezny
What can we outsource?
Cooperation with freelancers and outsourcing activities
•Copywriting•Link Building•Outreach
Twitter: @LukaszZelezny
Example outreach: Find 10 blogs related to travel or general topic
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny
Example outreach: Find 10 blogs related to travel or general topic
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny
What can we outsource?
Cooperation with freelancers and outsourcing activities
•Copywriting•Link Building•Outreach•Research
Twitter: @LukaszZelezny
What can we outsource?
Cooperation with freelancers and outsourcing activities
•Copywriting•Link Building•Outreach•Research•Specialized tasks
Twitter: @LukaszZelezny
Payment model
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny
Payment model
Cooperation with freelancers and outsourcing activities
•Per delivery (perfect!)•Per hour•Per project
Twitter: @LukaszZelezny
Table of content
Cooperation with agencies
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Cooperation with agencies
The process
Understanding weaknesses &
strengthsProcess Begin
Success / Integration /
RevisionMomentum
Twitter: @LukaszZelezny
Cooperation with agencies
The process
Understanding weaknesses &
strengthsProcess Begin
Success / Integration /
Revision / Reports
Momentum
Twitter: @LukaszZelezny
Cooperation with agencies
Reporting
Twitter: @LukaszZelezny
Cooperation with agencies
Reporting
Twitter: @LukaszZelezny
Working with agency
Cooperation with freelancers and outsourcing activities
•Specific range of task•Special tasks•Clear expectation and reports
Twitter: @LukaszZelezny
Payment model
Cooperation with freelancers and outsourcing activities
•Monthly contract
Twitter: @LukaszZelezny
Table of content
SEO Tools
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SEO Tools
Keyword research
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SEO Tools
Keyword research
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SEO Tools
Keyword research
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- 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
OR
SEO Tools
Brand Tracking
Twitter: @LukaszZelezny
SEO Tools
Brand Tracking
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SEO Tools
Content provider
Twitter: @LukaszZelezny
SEO Tools
Backlink Research
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SEO Tools
Traffic Tracking & Data Extraction
Twitter: @LukaszZelezny
SEO Tools
OnPage Optimization
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Table of content
Goals / KPIs and Measurement
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Goals / KPI and Measurement
Main Metrics
Page views
Sessions
Visitors
Effective Sessions
Conversions
Conversion rate
Twitter: @LukaszZelezny
Goals / KPI and Measurement
Main Metrics
Page views
Sessions
Visitors
Effective Sessions
Conversions
Conversion rate
Priotity
Priotity
Twitter: @LukaszZelezny
Goals / KPI and Measurement
Tables
Twitter: @LukaszZelezny
Goals / KPI and Measurement
Tables
Twitter: @LukaszZelezny
Goals / KPI and Measurement
Tables
Twitter: @LukaszZelezny
Goals / KPI and Measurement
Graphs
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
-20%
0%
20%
40%
60%
80%
100%
%YoY Growth (monthly) All Sources
Sessions Effective Sessions
Twitter: @LukaszZelezny
Goals / KPI and Measurement
Graphs
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
-20%
0%
20%
40%
60%
80%
100%
%YoY Growth (monthly) All Sources
Sessions Effective Sessions Target
Twitter: @LukaszZelezny
Goals / KPI and Measurement
Graphs
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
Twitter: @LukaszZelezny
Goals / KPI and Measurement
Graphs
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
Twitter: @LukaszZelezny
Goals / KPI and Measurement
Graphs
Twitter: @LukaszZelezny
Week #19 of 2013 (05-11 May 2013)
Week #19 of 2012 (06-12 May 2012)
Goals / KPI and Measurement
Graphs
Twitter: @LukaszZelezny
Goals / KPI and Measurement
Twitter: @LukaszZelezny
Week #19 in 2012
Week #19 in 2012
-28%
Goals / KPI and Measurement
Twitter: @LukaszZelezny
Week #19 in 2012
Week #19 in 2013
+26%
-72%
Goals / KPI and Measurement
Twitter: @LukaszZelezny
THANK YOU!
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