brighton seo 2014 - lukasz zelezny - track your keywords like a boss
DESCRIPTION
Brighton SEO 2014 - Lukasz Zelezny - Track your keywords like a bossTRANSCRIPT
Track Your Keywords Position Like a Boss
Traffic Potential
Lukasz ZeleznyHead of Organic Acquisition
uSwitch.com
Algorithm that helps to create a list2
Traffic Potential1
Keyword prioritization2
✓
TRAFFIC POTENTIALTrack Your Keywords Position Like a Boss
Gathering and crunching dataI
This is an example text. Go ahead and replace it with your own text
3 Sources of keywords1
Calculating Traffic Potential and making decisionsII
Questions and AnswersIII
@LukaszZelezny #BrightonSEO April 2014
Historical data from Google Analytics
- Historical keyword data from (not provided) period
- Pre-September 2013 data
1
Sources of Keywords
TRAFFIC POTENTIAL
@LukaszZelezny #BrightonSEO April 2014
Sources of Keywords
TRAFFIC POTENTIAL
Acquisition > Keywords > Paid
@LukaszZelezny #BrightonSEO April 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
TRAFFIC POTENTIAL
@LukaszZelezny #BrightonSEO April 2014
@LukaszZelezny #BrightonSEO April 2014
Sources of Keywords
TRAFFIC POTENTIAL
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
TRAFFIC POTENTIAL
@LukaszZelezny #BrightonSEO April 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
TRAFFIC POTENTIAL
PPC Data
- Use Adwords / Bing / Yahoo PPC Keywords as an complementary source to denermine keywords
4
@LukaszZelezny #BrightonSEO April 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
TRAFFIC POTENTIAL
- 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 #BrightonSEO April 2014
Sources of Keywords
TRAFFIC POTENTIAL
Search Traffic > Search Queries
@LukaszZelezny #BrightonSEO April 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
TRAFFIC POTENTIAL
- 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 #BrightonSEO April 2014
Sources of Keywords
TRAFFIC POTENTIAL
seoQuake Toolbar > Density
@LukaszZelezny #BrightonSEO April 2014
Algorithm that helps to create a list2
Traffic Potential1
Keyword prioritization2
✓
TRAFFIC POTENTIALTrack Your Keywords Position Like a Boss
Gathering and crunching dataI
This is an example text. Go ahead and replace it with your own text
3 Sources of keywords1
Calculating Traffic Potential and making decisionsII
Questions and AnswersIII
@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
TRAFFIC POTENTIALAlgorithm 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
TRAFFIC POTENTIALAlgorithm that helps to create a list
OR
@LukaszZelezny #BrightonSEO April 2014
1
Source 1
Algorithm that helps to create a list
TRAFFIC POTENTIAL
@LukaszZelezny #BrightonSEO April 2014
1
Source 1
2
Source 2
Algorithm that helps to create a list
TRAFFIC POTENTIAL
@LukaszZelezny #BrightonSEO April 2014
1
Source 1
2
Source 2
Algorithm that helps to create a list
TRAFFIC POTENTIAL
An example export: - SEMRush: 59 keywords - Searchmetrics: 183 keywords
TOTAL: 242 keywordsUNIQUE: 210 keywords
@LukaszZelezny #BrightonSEO April 2014
1
Source 1
2
Source 2
Algorithm that helps to create a list
TRAFFIC POTENTIAL
An example export: - SEMRush: 59 keywords - Searchmetrics: 183 keywords
TOTAL: 242 keywordsUNIQUE: 210 keywords
@LukaszZelezny #BrightonSEO April 2014
1
Source 1
2
Source 2
Algorithm that helps to create a list
TRAFFIC POTENTIAL
An example export: - SEMRush: 59 keywords - Searchmetrics: 183 keywords
TOTAL: 242 keywordsUNIQUE: 210 keywords
@LukaszZelezny #BrightonSEO April 2014
TRAFFIC POTENTIALAlgorithm that helps to create a list
Filter spreadsheet using position metrics to narrow list
@LukaszZelezny #BrightonSEO April 2014
TRAFFIC POTENTIALAlgorithm that helps to create a list
- source: Searchmetrics
- source: SEMRush
@LukaszZelezny #BrightonSEO April 2014
Algorithm that helps to create a list2
Traffic Potential1
Keyword prioritization2
✓
TRAFFIC POTENTIALTrack Your Keywords Position Like a Boss
Gathering and crunching dataI
This is an example text. Go ahead and replace it with your own text
3 Sources of keywords1
Calculating Traffic Potential and making decisions II
Questions and AnswersIII
@LukaszZelezny #BrightonSEO April 2014
ORGANIC CTR DISTRIBUTIONTrack Your Keywords Position Like a Boss
@LukaszZelezny #BrightonSEO April 2014
ORGANIC CTR DISTRIBUTIONTrack Your Keywords Position Like a Boss
@LukaszZelezny #BrightonSEO April 2014
1 2 3 4 5 6 7 8 9 100.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
18.20%
10.50%
7.22%
4.81%3.09% 2.76%
1.88% 1.75% 1.52% 1.04%
ORGANIC CTR (generic keywords)% CTR
POSITION IN SERP
CTR
For these keywords you can calculate traffic potential:
Traffic Index = (SearchVolume / 2) * CTR
@LukaszZelezny #BrightonSEO April 2014
Traffic Index – Current SituationAlgorithm that helps to create a list
Traffic Index = (SearchVolume / 2) * CTR
@LukaszZelezny #BrightonSEO April 2014
Traffic Index – Current SituationAlgorithm that helps to create a list
Traffic Index = (SearchVolume / 2) * CTR
@LukaszZelezny #BrightonSEO April 2014
Traffic Index – Current SituationAlgorithm that helps to create a list
5.30 ≈ (101 / 2) * 0.1050
@LukaszZelezny #BrightonSEO April 2014
Traffic Index – Current SituationAlgorithm that helps to create a list
5.30 ≈ (101 / 2) * 0.1050
@LukaszZelezny #BrightonSEO April 2014
Traffic Index – Current SituationAlgorithm that helps to create a list
Traffic Index = (SearchVolume / 2) * CTR
3rd Paty Brand
@LukaszZelezny #BrightonSEO April 2014
1 2 3 4 5 6 7 8 9 100.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
0.01%
1.00%
0.90%0.80%
0.70%
0.60%
0.50%
0.40%
0.30%
0.20%
ORGANIC CTR (3rd party brand keywords)% CTR
POSITION IN SERP
CTR
These keywords could be omitted in SEO strategy.Low relevancy, high bouncerate.
@LukaszZelezny #BrightonSEO April 2014
Traffic Index – Current SituationAlgorithm that helps to create a list
@LukaszZelezny #BrightonSEO April 2014
Optimal Traffic Index – Optimal SituationAlgorithm that helps to create a list
Optimal Traffic Index = (SearchVolume / 2) * CTR
@LukaszZelezny #BrightonSEO April 2014
Optimal Traffic Index – Optimal SituationAlgorithm that helps to create a list
Optimal Traffic Index = (SearchVolume / 2) * CTR
@LukaszZelezny #BrightonSEO April 2014
Algorithm that helps to create a list2
Traffic Potential1
Keyword prioritization2✓
TRAFFIC POTENTIALTrack Your Keywords Position Like a Boss
Gathering and crunching dataI
This is an example text. Go ahead and replace it with your own text
3 Sources of keywords1
Calculating Traffic Potential and making decisions II
Questions and AnswersIII
@LukaszZelezny #BrightonSEO April 2014
TRAFFIC POTENTIALKeyword Prioritization
Prioritize your keywords set by- By URL- By Difference between optimal and current situation
@LukaszZelezny #BrightonSEO April 2014
18.54 98.82
TRAFFIC POTENTIALKeyword Prioritization
Prioritize your keywords set by- By URL- By Difference between optimal and current situation
@LukaszZelezny #BrightonSEO April 2014
TRAFFIC POTENTIALKeyword Prioritization
Prioritize your keywords set by- By URL- By Difference between optimal and current situation
@LukaszZelezny #BrightonSEO April 2014
18.54 98.82
TRAFFIC POTENTIALKeyword Prioritization
Prioritize your keywords set by- By URL- By Difference between optimal and current situation
Average URL position: 3Median URL position: 3URL Optimal Traffic Index: 10.09
@LukaszZelezny #BrightonSEO April 2014
18.54 98.82
TRAFFIC POTENTIALKeyword Prioritization
Prioritize your keywords set by- By URL- By Difference between optimal and current situation
∆ Traffic Index = 2.41
∆ Traffic Index = 6.11
@LukaszZelezny #BrightonSEO April 2014
18.54 98.82
TRAFFIC POTENTIALKeyword Prioritization
Prioritize your keywords set by- By URL- By Difference between optimal and current situation
@LukaszZelezny #BrightonSEO April 2014
Algorithm that helps to create a list2
Traffic Potential1
Keyword prioritization2
✓
TRAFFIC POTENTIALTrack Your Keywords Position Like a Boss
Gathering and crunching dataI
This is an example text. Go ahead and replace it with your own text
3 Sources of keywords1
Calculating Traffic Potential and making decisions II
Questions and AnswersIII
@LukaszZelezny #BrightonSEO April 2014