Lukasz Zelezny - Effective Traffic And Pearsons Correlation in organic acquisition (SEO)
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Transcript of Lukasz Zelezny - Effective Traffic And Pearsons Correlation in organic acquisition (SEO)
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122-23/11/2013@LukaszZelezny
MarketingFestival.cz
Lukasz Zeleznylinkedin.com/in/seomanagerlondon
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“Pearson’s Correlationbetween traffic and positions”
22-23/11/2013@LukaszZelezny
MarketingFestival.cz
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Pearson’s Correlation is a measure of the linear correlation (dependence) between two variables X and Y, giving a value between +1 and −1 inclusive, where 1 is total positive correlation, 0 is no correlation, and −1 is negative correlation.
22-23/11/2013@LukaszZelezny
MarketingFestival.cz
Pearson Correlation
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What keywords to consider?
1. with decent search volume2. without noticeable search volume changes
22-23/11/2013@LukaszZelezny
MarketingFestival.cz
Pearson Correlation
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522-23/11/2013@LukaszZelezny
MarketingFestival.cz
Example Keyword 1
CORREL=(-0.89)
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622-23/11/2013@LukaszZelezny
MarketingFestival.cz
Example Keyword 1
Pearson Correlation -0.89 – traffic correlated with ranksFrequently for Generic Keywords
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722-23/11/2013@LukaszZelezny
MarketingFestival.cz
Example Keyword 2
CORREL=(0.31)
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822-23/11/2013@LukaszZelezny
MarketingFestival.cz
Example Keyword 2
Pearson Correlation 0.31 – traffic correlated with ranksFrequently for Non-Generic Keywords
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922-23/11/2013@LukaszZelezny
MarketingFestival.cz
Pearson Correlation
Where to get traffic per keyword breakdown ?Use Bing!
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1022-23/11/2013@LukaszZelezny
MarketingFestival.cz
Pearson Correlation
Final Comparison of 10 example keywords.
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Pearson’s Correlationconclusions
22-23/11/2013@LukaszZelezny
MarketingFestival.cz
What you need:- SERP (Bing) Position for specific keyword measured daily- Daily Visits generated by specific keyword- CORREL closer or equal (-1) refer to better keyword quality
Pearson’s Correlation between Positions and Traffic:- Helps to utilize better mid tail opportunities;- Makes you step ahead competitors;- Improves Effective Traffic;
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Advanced Metrics
“Effective Visits”
22-23/11/2013 MarketingFestival.cz
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Effective Visits
Predictable Vertical
22-23/11/2013@LukaszZelezny
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Winter
Spring
Summer
Autumn
Winter tyre
Warm
Cold
Cheap holidays
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1422-23/11/2013@LukaszZelezny
MarketingFestival.cz
2011 20122010
Winter Tyre
Effective VisitsTyre – Predictable Vertical over years
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1522-23/11/2013@LukaszZelezny
MarketingFestival.cz
2011 20122010
Cheap holidays
Effective VisitsHolidays – Predictable Vertical over years
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1622-23/11/2013@LukaszZelezny
MarketingFestival.cz
2011 20122010
iPhone
Effective VisitsMobile Handsets – Non-Predictable Vertical over years
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Effective Visits
Predictable Vertical
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Where does the concept came from?
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Effective Visits
Predictable Vertical
22-23/11/2013@LukaszZelezny
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BOUNCE RATE
The Fear of Bounce Rate
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1922-23/11/2013@LukaszZelezny
MarketingFestival.cz
Week #19 of 2013 (05-11 May 2013)
Week #19 of 2012 (06-12 May 2012)
Effective VisitsPulling Data
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2022-23/11/2013@LukaszZelezny
MarketingFestival.cz
Effective VisitsPulling Data
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Week #19 in 2012 Week #19 in 2012
22-23/11/2013@LukaszZelezny
MarketingFestival.cz
-28%
13,4
10 9,674
Week #19 in 2013
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Week #19 in 2012 Week #19 in 2012
22-23/11/2013@LukaszZelezny
MarketingFestival.cz
-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
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2322-23/11/2013@LukaszZelezny
MarketingFestival.cz
Effective VisitsBuild Custom Segment using Google Analytics
Effective Visits = Visits – (Visits * BounceRate)
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2422-23/11/2013@LukaszZelezny
MarketingFestival.cz
Effective VisitsOrganic Visits - Year to Year Data
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2522-23/11/2013@LukaszZelezny
MarketingFestival.cz
Effective VisitsEffective Visits - Year to Year Data
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Effective Visitsconclusions
22-23/11/2013@LukaszZelezny
MarketingFestival.cz
Why to use Effective Visits:
- represents a real quality of traffic and its value;- reflects to On Page optimization;- reflects to Conversion Rate Optimization (CRO);- helps senior management to understand better SEO benefits
How to use Effective Visits: - explain how it works;- setup clear goals;- be brave and enjoy;
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Effective Visits
Predictable Vertical
22-23/11/2013@LukaszZelezny
MarketingFestival.cz27
EFFECTIVE VISITS
The Happiness of Effective Visits
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2922-23/11/2013 @LukaszZelezny MarketingFestival.cz
Keyword Research & Intelligence
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3022-23/11/2013 @LukaszZelezny MarketingFestival.cz
Backlink Research
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3122-23/11/2013 @LukaszZelezny MarketingFestival.cz
Traffic Tracking & Data Extraction
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3222-23/11/2013 @LukaszZelezny MarketingFestival.cz
OnPage Optimization
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3422-23/11/2013 @LukaszZelezny MarketingFestival.cz
Thank you!
http://www.HeadOfSeo.co.uk