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Track Keywords and
Acquire Traffic
@LukaszZelezny
Head of Organic Acquisition uSwitch.com
TRACK KEYWORDS AND ACQUIRE TRAFFIC
@LukaszZelezny #PMIEUR June 2014
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 data
Algorithm 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 data
Algorithm that helps to create a list
OR
@LukaszZelezny #PMIEUR June 2014
TRACK KEYWORDS AND ACQUIRE TRAFFIC
@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
OnPage / OffPage that works
@LukaszZelezny #PMIEUR June 2014
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 Visits
Predictable Vertical
Winter
Spring
Summer
Autumn
Winter tyre
Warm
Cold
Cheap holidays
@LukaszZelezny #PMIEUR June 2014
2011 20122010
Winter Tyre
Effective Visits
Tyre – Predictable Vertical over years
@LukaszZelezny #PMIEUR June 2014
2011 20122010
Cheap holidays
Effective Visits
Holidays – Predictable Vertical over years
@LukaszZelezny #PMIEUR June 2014
2011 20122010
iPhone
Effective Visits
Mobile 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 Visits
Pulling Data
@LukaszZelezny #PMIEUR June 2014
Effective Visits
Pulling Data
@LukaszZelezny #PMIEUR June 2014
Week #19 in 2012 Week #19 in 2012
13,410
9,674
Week #19 in 2013
@LukaszZelezny #PMIEUR June 2014
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
TRACK KEYWORDS AND ACQUIRE TRAFFIC
@LukaszZelezny #PMIEUR June 2014
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! 

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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
  • 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
  • 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
  • 35. Traffic Tracking & Data Extraction @LukaszZelezny #PMIEUR June 2014
  • 38. @LukaszZelezny #PMIEUR June 2014 THANK YOU! 

Notas do Editor

  1. Lost of vertical have different monthly traffic characteristic Its wrong to report moth to month or week to week
  2. However reporting MoM make sense during Q1 and Q2 then reporting on WoW or MoM doesn’t make sense in Q3 and Q4
  3. Lots of frustrations in Q3 and half of Q4 will come
  4. Lots of frustrations in Q3 and half of Q4 will come
  5. Present Visits and BounceRate
  6. 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
  7. 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
  8. 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