performance in berlin #pmieur - track keywords and acquire traffic

Track Keywords and Acquire Traffic@LukaszZeleznyHead of Organic Acquisition uSwitch.com

TRACK KEYWORDS AND ACQUIRE TRAFFIC

@LukaszZelezny #PMIEUR June 2014

Gathering and Crunching data

On Page / Off Page that works

Reports that make sense Tools

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

Sources of Keywords

Gathering and crunching data

Acquisition > Keywords > Paid

@LukaszZelezny #PMIEUR June 2014

- 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

@LukaszZelezny #PMIEUR June 2014

Sources of Keywords

Gathering and crunching data

Long Tail > Export

Live Update > Export

- 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

- 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

- 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

Sources of Keywords

Gathering and crunching data

Search Traffic > Search Queries

@LukaszZelezny #PMIEUR June 2014

- 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

Sources of Keywords

Gathering and crunching data

seoQuake Toolbar > Density

@LukaszZelezny #PMIEUR June 2014

- 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 dataAlgorithm that helps to create a list

@LukaszZelezny #BrightonSEO April 2014

- 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 dataAlgorithm that helps to create a list

OR

@LukaszZelezny #PMIEUR June 2014

TRACK KEYWORDS AND ACQUIRE TRAFFIC

@LukaszZelezny #PMIEUR June 2014

Gathering and Crunching data

On Page / Off Page that works

Reports that make sense Tools

OnPage / OffPage that works

@LukaszZelezny #PMIEUR June 2014

OnPage / OffPage that works

@LukaszZelezny #PMIEUR June 2014

OnPage / OffPage that works

@LukaszZelezny #PMIEUR June 2014

OnPage / OffPage that works

@LukaszZelezny #PMIEUR June 2014

Gathering and Crunching data

On Page / Off Page that works

Reports that make sense Tools

TRACK KEYWORDS AND ACQUIRE TRAFFIC

@LukaszZelezny #PMIEUR June 2014

Insurances

Credit Cards

BroadbandMobile

Gas and Electricity

Homepage

@LukaszZelezny #PMIEUR June 2014

Reports that make sense

SLICE YOUR WEBSITE

@LukaszZelezny #PMIEUR June 2014

Reports that make sense

SLICE YOUR WEBSITE

Effective VisitsPredictable Vertical

Winter

Spring

Summer

Autumn

Winter tyre

Warm

Cold

Cheap holidays

@LukaszZelezny #PMIEUR June 2014

2011 20122010

Winter Tyre

Effective VisitsTyre – Predictable Vertical over years

@LukaszZelezny #PMIEUR June 2014

2011 20122010

Cheap holidays

Effective VisitsHolidays – Predictable Vertical over years

@LukaszZelezny #PMIEUR June 2014

2011 20122010

iPhone

Effective VisitsMobile Handsets – Non-Predictable Vertical over years

@LukaszZelezny #PMIEUR June 2014

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

Week #19 of 2012 (06-12 May 2012)

Effective VisitsPulling Data

@LukaszZelezny #PMIEUR June 2014

Effective VisitsPulling Data

@LukaszZelezny #PMIEUR June 2014

Week #19 in 2012 Week #19 in 2012

-28%13

,410 9,674

Week #19 in 2013

@LukaszZelezny #PMIEUR June 2014

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

@LukaszZelezny #PMIEUR June 2014

TRACK KEYWORDS AND ACQUIRE TRAFFIC

@LukaszZelezny #PMIEUR June 2014

Gathering and Crunching data

On Page / Off Page that works

Reports that make sense Tools

Keyword Research & Intelligence

@LukaszZelezny #PMIEUR June 2014

Brand Tracking

@LukaszZelezny #PMIEUR June 2014

Backlink Research

@LukaszZelezny #PMIEUR June 2014

Traffic Tracking & Data Extraction

@LukaszZelezny #PMIEUR June 2014

OnPage Optimization

@LukaszZelezny #PMIEUR June 2014

Reporting

@LukaszZelezny #PMIEUR June 2014

@LukaszZelezny #PMIEUR June 2014

THANK YOU!