lukasz zelezny #seobarcamp july 2013

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Advanced Metrics

“Effective Visits”Lukasz Zelezny

linkedin.com/in/seomanagerlondon

24/07/2013 @LukaszZelezny #SeoBarCamp

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Effective Visits

24/07/2013 @LukaszZelezny #SeoBarCamp

Winter

Spring

Summer

Autumn

Winter tyre

Rest of the year

Winter

Cheap holidays

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Effective Visits

24/07/2013 @LukaszZelezny #SeoBarCamp

2011 20122010

Winter Tyre

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Effective Visits

24/07/2013 @LukaszZelezny #SeoBarCamp

2011 20122010

Cheap holidays

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Effective Visits

24/07/2013 @LukaszZelezny #SeoBarCamp

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Effective Visits

24/07/2013 @LukaszZelezny #SeoBarCamp

www.analyticscanvas.com

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Effective Visits

24/07/2013 @LukaszZelezny #SeoBarCamp

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

Week #19 of 2012 (05-11 May 2012)

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Week #19 in 2012 Week #19 in 2012

24/07/2013 @LukaszZelezny #SeoBarCamp

-28%

13,4

10 9,674

Effective Visits = Visits – (Visits * BounceRate)

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

Week #19 in 2013

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Week #19 in 2012 Week #19 in 2012

24/07/2013 @LukaszZelezny #SeoBarCamp

-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

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Effective Visitsconclusions

24/07/2013 @LukaszZelezny #SeoBarCamp

Why to use Effective Visits

Effective Visits:- represents a real quality traffic and its value;- reflects to OnPage optimization;- reflects to Conversion Rate Optimization (CRO);- helps vertical leaders to understand SEO benefits and achievements

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Advanced Metrics

“Pearson’s Correlationbewteen traffic and positions”

Lukasz Zeleznylinkedin.com/in/seomanagerlondon

24/07/2013 @LukaszZelezny #SeoBarCamp

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Pearson Correlation

24/07/2013 @LukaszZelezny #SeoBarCamp

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Pearson Correlation – example keyword 1

24/07/2013 @LukaszZelezny #SeoBarCamp

Pearson Correlation -0.89 – traffic correlated with ranks

CORREL = -0.89

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Pearson Correlation

24/07/2013 @LukaszZelezny #SeoBarCamp

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Pearson Correlation – example keyword 2

24/07/2013 @LukaszZelezny #SeoBarCamp

Pearson Correlation 0.25 – traffic NOT correlated with ranks

CORREL = 0.25

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Pearson Correlation – example keyword 3

24/07/2013 @LukaszZelezny #SeoBarCamp

Pearson Correlation -0.72 – traffic correlated with ranks

CORREL = -0.72

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Pearson’s Correlationconclusions

24/07/2013 @LukaszZelezny #SeoBarCamp

What you need:- SERP 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 long tail opportunities;- Makes you step ahead competitors;- Improves Effective Traffic;

@LukaszZelezny 1824/07/2013

Thank you!