Brighton SEO 2014 - Lukasz Zelezny - Track your keywords like a boss

1. Track Your Keywords Position Like a Boss
Traffic Potential
Lukasz Zelezny
Head of Organic Acquisition
uSwitch.com

2. Algorithm that helps to create a list2
Traffic Potential1
Keyword prioritization2
✓
TRAFFIC POTENTIAL
Track Your Keywords Position Like a Boss
Gathering and crunching dataI
This is an example text. Go ahead and replace it with your own text3 Sources of keywords1
Calculating Traffic Potential and making decisionsII
Questions and AnswersIII
@LukaszZelezny #BrightonSEO April 2014

3. 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

4. Sources of Keywords
TRAFFIC POTENTIAL
Acquisition > Keywords > Paid
@LukaszZelezny #BrightonSEO April 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
TRAFFIC POTENTIAL
@LukaszZelezny #BrightonSEO April 2014

6. @LukaszZelezny #BrightonSEO April 2014
Sources of Keywords
TRAFFIC POTENTIAL
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
TRAFFIC POTENTIAL
@LukaszZelezny #BrightonSEO April 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
TRAFFIC POTENTIAL
PPC Data
- Use Adwords / Bing /
Yahoo PPC Keywords as an
complementary source to
denermine keywords
4
@LukaszZelezny #BrightonSEO April 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
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

10. Sources of Keywords
TRAFFIC POTENTIAL
Search Traffic > Search Queries
@LukaszZelezny #BrightonSEO April 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
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

12. Sources of Keywords
TRAFFIC POTENTIAL
seoQuake Toolbar > Density
@LukaszZelezny #BrightonSEO April 2014

13. Algorithm that helps to create a list2
Traffic Potential1
Keyword prioritization2
✓
TRAFFIC POTENTIAL
Track Your Keywords Position Like a Boss
Gathering and crunching dataI
This is an example text. Go ahead and replace it with your own text3 Sources of keywords1
Calculating Traffic Potential and making decisionsII
Questions and AnswersIII
@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
TRAFFIC POTENTIAL
Algorithm that helps to create a list
@LukaszZelezny #BrightonSEO April 2014

15. - 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 POTENTIAL
Algorithm that helps to create a list
OR
@LukaszZelezny #BrightonSEO April 2014

16. 1
Source 1
Algorithm that helps to create a list
TRAFFIC POTENTIAL
@LukaszZelezny #BrightonSEO April 2014

17. 1
Source 1
2
Source 2
Algorithm that helps to create a list
TRAFFIC POTENTIAL
@LukaszZelezny #BrightonSEO April 2014

18. 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 keywords
UNIQUE: 210 keywords
@LukaszZelezny #BrightonSEO April 2014

19. 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 keywords
UNIQUE: 210 keywords
@LukaszZelezny #BrightonSEO April 2014

20. 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 keywords
UNIQUE: 210 keywords
@LukaszZelezny #BrightonSEO April 2014

21. TRAFFIC POTENTIAL
Algorithm that helps to create a list
Filter spreadsheet using position metrics to narrow list
@LukaszZelezny #BrightonSEO April 2014

22. TRAFFIC POTENTIAL
Algorithm that helps to create a list
- source: Searchmetrics
- source: SEMRush
@LukaszZelezny #BrightonSEO April 2014

23. Algorithm that helps to create a list2
Traffic Potential1
Keyword prioritization2
✓
TRAFFIC POTENTIAL
Track Your Keywords Position Like a Boss
Gathering and crunching dataI
This is an example text. Go ahead and replace it with your own text3 Sources of keywords1
Calculating Traffic Potential and making decisionsII
Questions and AnswersIII
@LukaszZelezny #BrightonSEO April 2014

24. ORGANIC CTR DISTRIBUTION
Track Your Keywords Position Like a Boss
@LukaszZelezny #BrightonSEO April 2014

25. ORGANIC CTR DISTRIBUTION
Track Your Keywords Position Like a Boss
@LukaszZelezny #BrightonSEO April 2014

26. 18.20%
10.50%
7.22%
4.81%
3.09% 2.76%
1.88% 1.75% 1.52%
1.04%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
1 2 3 4 5 6 7 8 9 10
CTR
POSITION IN SERP
ORGANIC CTR (generic keywords)
% CTR
For these keywords you can calculate traffic potential:
Traffic Index = (SearchVolume / 2) * CTR
@LukaszZelezny #BrightonSEO April 2014

27. Traffic Index – Current Situation
Algorithm that helps to create a list
Traffic Index = (SearchVolume / 2) * CTR
@LukaszZelezny #BrightonSEO April 2014

28. Traffic Index – Current Situation
Algorithm that helps to create a list
Traffic Index = (SearchVolume / 2) * CTR
@LukaszZelezny #BrightonSEO April 2014

29. Traffic Index – Current Situation
Algorithm that helps to create a list
5.30 ≈ (101 / 2) * 0.1050
@LukaszZelezny #BrightonSEO April 2014

30. Traffic Index – Current Situation
Algorithm that helps to create a list
5.30 ≈ (101 / 2) * 0.1050
@LukaszZelezny #BrightonSEO April 2014

31. Traffic Index – Current Situation
Algorithm that helps to create a list
Traffic Index = (SearchVolume / 2) * CTR
3rd Paty Brand
@LukaszZelezny #BrightonSEO April 2014

32. 0.01%
1.00%
0.90%
0.80%
0.70%
0.60%
0.50%
0.40%
0.30%
0.20%
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1 2 3 4 5 6 7 8 9 10
CTR
POSITION IN SERP
ORGANIC CTR (3rd party brand keywords)
% CTR
These keywords could be omitted in SEO strategy.
Low relevancy, high bouncerate.
@LukaszZelezny #BrightonSEO April 2014

33. Traffic Index – Current Situation
Algorithm that helps to create a list
@LukaszZelezny #BrightonSEO April 2014

34. Optimal Traffic Index – Optimal Situation
Algorithm that helps to create a list
Optimal Traffic Index = (SearchVolume / 2) * CTR
@LukaszZelezny #BrightonSEO April 2014

35. Optimal Traffic Index – Optimal Situation
Algorithm that helps to create a list
Optimal Traffic Index = (SearchVolume / 2) * CTR
@LukaszZelezny #BrightonSEO April 2014

36. Algorithm that helps to create a list2
Traffic Potential1
Keyword prioritization2✓
TRAFFIC POTENTIAL
Track Your Keywords Position Like a Boss
Gathering and crunching dataI
This is an example text. Go ahead and replace it with your own text3 Sources of keywords1
Calculating Traffic Potential and making decisionsII
Questions and AnswersIII
@LukaszZelezny #BrightonSEO April 2014

37. TRAFFIC POTENTIAL
Keyword Prioritization
Prioritize your keywords set by
- By URL
- By Difference between optimal and current situation
@LukaszZelezny #BrightonSEO April 2014
18.54 98.82

38. TRAFFIC POTENTIAL
Keyword Prioritization
Prioritize your keywords set by
- By URL
- By Difference between optimal and current situation
@LukaszZelezny #BrightonSEO April 2014

39. TRAFFIC POTENTIAL
Keyword Prioritization
Prioritize your keywords set by
- By URL
- By Difference between optimal and current situation
@LukaszZelezny #BrightonSEO April 2014
18.54 98.82

40. TRAFFIC POTENTIAL
Keyword Prioritization
Prioritize your keywords set by
- By URL
- By Difference between optimal and current situation
Average URL position: 3
Median URL position: 3
URL Optimal Traffic Index: 10.09
@LukaszZelezny #BrightonSEO April 2014
18.54 98.82

41. TRAFFIC POTENTIAL
Keyword 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

42. TRAFFIC POTENTIAL
Keyword Prioritization
Prioritize your keywords set by
- By URL
- By Difference between optimal and current situation
@LukaszZelezny #BrightonSEO April 2014

43. Algorithm that helps to create a list2
Traffic Potential1
Keyword prioritization2
✓
TRAFFIC POTENTIAL
Track Your Keywords Position Like a Boss
Gathering and crunching dataI
This is an example text. Go ahead and replace it with your own text3 Sources of keywords1
Calculating Traffic Potential and making decisionsII
Questions and AnswersIII
@LukaszZelezny #BrightonSEO April 2014