This document discusses the butterfly effect in SEO and provides examples of tactics that can have large impacts. It discusses tracking brand mentions and links, using keyword magic tools to understand intent for different stages of the buyer's journey. Examples are given of merging subdomains into subfolders and redirecting them with 301s to pass link equity. Case studies show the results of these types of SEO implementations for customers, with one becoming an industry leader within 6 months of beginning SEO work.

1. THE
BUTTERFLY
EFFECT IN
SEO
Lukasz Zelezny
https://seo.london

2. THE BUTTERFLY EFFECT #1
“SNAPSHOT”

3. GIVE YOUR
DATA STUDIO
ACCESS TO
YOUR SEARCH
CONSOLE

4. THEN ADD
DATA
SOURCE TO
YOUR
REPORT

5. EXCLUDE EMPTY QUERIES USING FILTER

6. COMPLETE
TABLE OF
QUERIES
FROM GIVEN
PERIOD

7. WE HAVE
THREE METRICS:
1. IMPRESSIONS
2. CLICKS
3. CTR

8. THE “SNAPSHOT” TABLE IS READY

9. 2 X SORT:
BY LANDING
THEN
BY IMPRESSIONS

10. THE “SNAPSHOT” TABLE IS READY

11. THE MOST USEFUL PIVOTTABLE EVER

12. THE MOST USEFUL PIVOTTABLE EVER

13. IMPLEMENTATION -
SOCIALMEDIA.PL

14. IMPLEMENTATION - SOCIALMEDIA.PL

15. IMPLEMENTATION - SOCIALMEDIA.PL
ACQUISITION

16. IMPLEMENTATION - SOCIALMEDIA.PL
CONTENT MARKETINGACQUISITION

17. IMPLEMENTATION - SOCIALMEDIA.PL
SNAPSHOTCONTENT MARKETINGACQUISITION

18. IMPLEMENTATION - SOCIALMEDIA.PL

19. IMPLEMENTATION - SOCIALMEDIA.PL
SNAPSHOTCONTENT MARKETINGACQUISITION

20. CONCLUSIONS:
- use keywords that are already ranking quite well;
- leverage quality traffic;
- play Google game.

21. THE BUTTERFLY EFFECT #2
“KEYWORD MAGIC TOOLS”

22. KEYWORD MAGIC
TOOLS

23. KEYWORDS BY INTENT
Awareness
Interest
Consideration
Conversion
Retention
Advocate

24. QUESTIONS
(WHY/HOW/WHAT/WHERE/ETC)
Awareness
Interest
Consideration
Conversion
Retention
Advocate

25. SIMON SINEK’S THE GOLDEN
CIRCLE – START WITH WHY
What
How
Why

26. SEO SEARCH VOLUME GOLDEN
CIRCLE
HOW
WHAT
WHY

27. START FROM HOW

28. HOW
WHAT
WHY

29. HOW
WHAT
WHY

34. THE BUTTERFLY EFFECT #3
“BRAND MENTIONS AND LINKS”

35. • Lukasz Zelenski

36. • Lukasz Zelenski
• Lukasz Zelenzy

37. • Lukasz Zelenski
• Lukasz Zelenzy
• Luca Zelesznysz

38. • Lukasz Zelenski
• Lukasz Zelenzy
• Luca Zelesznysz
• Luka Zeleny

39. ŁUKASZ GRZEGORZ ŻELEZNY

40. ŁUKASZ GRZEGORZ ŻELEZNY
ˈwukaʂ ɡʐɛ.ɡɔʂ/ ˈʒɛlɛzniː
pronunciations

41. ŁUKASZ GRZEGORZ ŻELEZNY
ˈwukaʂ ɡʐɛ.ɡɔʂ/ ˈʒɛlɛzniː

42. rename:
Archibald Smith

44. ŁUKASZ GRZEGORZ ŻELEZNY
ˈwukaʂ ɡʐɛ.ɡɔʂ/ ˈʒɛlɛzniː
pronunciations

49. Track Your Brand
Track Your Brand - Brand24

52. THE BUTTERFLY EFFECT #4
“LINKS AND SOCIAL PROFILES”

53. https://seo.london/

54. https://www.linkedin.com/in/seomanagerlondon/

64. Why does it works so well?
• You mostly know who links to your social media profiles;
• Its easy to switch link from social profile to your website;
• Its relevant to switch from social profile to your website;
• Its organic (kind of);
• You can save tremendous amount of time.

65. THE BUTTERFLY EFFECT #5
“MERGE”

66. TACTIC:
Merge subdomains into
subfolder

67. CLIENT1:
blog.domain.com
To:
domain.com/blog/

68. MOVE AND 301:
blog.domain.com
To:
domain.com/blog/

69. MOVE AND 301:
blog.domain.com
To:
domain.com/.

71. MOVE AND 301:
forums.domain.com
To:
domain.com/forums/

73. RESULTS

74. ANOTHER CUSTOMER
WHO BECOME AN
INDUSTRY
LEADER IN 6 MONTHS

75. PRE-SEO PERIOD

76. POST-SEO PERIOD

77. THANK YOU
/Lukasz Zelezny
Slides: