Track Keywords and Acquire Traffic by Lukasz Zelezny

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

http://www.twitter.com/lukaszzelezny



Historical data from Google Analytics

- Historical keyword data from (not provided) period

- Pre-September 2013 data

1

Sources of Keywords

Gathering and crunching data





Sources of Keywords


Acquisition > Keywords > Paid





- Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages)

Intelligence toolsHistorical data from Google Analytics



1 2

Sources of Keywords







Sources of Keywords


Long Tail > Export

Live Update > Export






Use competitors and keyword intelligence tools that already ranks

Competitors keywords



31 2

Sources of Keywords












31 2

Sources of Keywords


PPC Data

- Use Adwords / Bing / Yahoo PPC Keywords as an complementary source to denermine keywords

4











31 2

Sources of Keywords


- Search Traffic > Search Queries (Impressions, Clicks, %CTR)

Google Webmaster ToolsPPC Data


4 5





Sources of Keywords


Search Traffic > Search Queries







Use competitors that already ranks and keyword intelligence tools




31 2

Sources of Keywords


- Search Traffic > Search Queries (Impressions, Clicks, %CTR)

Google Webmaster ToolsPPC Data


4 5


Keyword Density

6





Sources of Keywords


seoQuake Toolbar > Density





- 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













OnPage / OffPage that works




























Insurances

Credit Cards

BroadbandMobile

Gas and Electricity

Homepage


Reports that make sense

SLICE YOUR WEBSITE





Reports that make sense

SLICE YOUR WEBSITE




Effective VisitsPredictable Vertical

Winter

Spring

Summer

Autumn

Winter tyre

Warm

Cold

Cheap holidays





2011 20122010

Winter Tyre

Effective VisitsTyre – Predictable Vertical over years





2011 20122010

Cheap holidays

Effective VisitsHolidays – Predictable Vertical over years





2011 20122010

iPhone

Effective VisitsMobile Handsets – Non-Predictable Vertical over years





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

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

Effective VisitsPulling Data





Effective VisitsPulling Data





Week #19 in 2012 Week #19 in 2012

-28%13

,410 9,674

Week #19 in 2013





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













Keyword Research & Intelligence





Brand Tracking





Backlink Research





Traffic Tracking & Data Extraction





OnPage Optimization





Reporting






THANK YOU!




Marketing

Track Keywords and Acquire Traffic by Lukasz Zelezny