Getting your mits on some serious organic traffic through search engine optimisation is the general crux of this particular session. You will find out how to enhance organic traffic in quantity and quality by making on-page and off-page elements the focus of your SEO. Tools and techniques that allow the tracking of organic traffic will be demonstrated. There will also be some debate about how to structure your SEO team to complement the discussion of social media and brand tracking.

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

21. Insurances
Credit
Cards
BroadbandMobile
Gas and
Electricity
Homepage
@LukaszZelezny #PMIEUR June 2014
Reports that make sense
SLICE YOUR WEBSITE

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

28. 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

33. Brand Tracking
@LukaszZelezny #PMIEUR June 2014

34. Backlink Research
@LukaszZelezny #PMIEUR June 2014

35. Traffic Tracking & Data Extraction
@LukaszZelezny #PMIEUR June 2014

36. OnPage Optimization
@LukaszZelezny #PMIEUR June 2014

37. Reporting
@LukaszZelezny #PMIEUR June 2014

38. @LukaszZelezny #PMIEUR June 2014
THANK YOU! 