brighton seo 2014 - lukasz zelezny - track your keywords like a boss

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

http://www.twitter.com/lukaszzelezny



Historical data from Google Analytics

- Historical keyword data from (not provided) period

- Pre-September 2013 data

1

Sources of Keywords

TRAFFIC POTENTIAL





Sources of Keywords

TRAFFIC POTENTIAL

Acquisition > Keywords > Paid





- Data from SEMRush (first two SERP pages). - Data from Searchmetrics Essential (first five SERP pages)

Intelligence toolsHistorical data from Google Analytics



1 2

Sources of Keywords

TRAFFIC POTENTIAL






Sources of Keywords

TRAFFIC POTENTIAL

Long Tail > Export

Live Update > Export






Use competitors and keyword intelligence tools that already ranks

Competitors keywords



31 2

Sources of Keywords

TRAFFIC POTENTIAL











31 2

Sources of Keywords

TRAFFIC POTENTIAL

PPC Data

- Use Adwords / Bing / Yahoo PPC Keywords as an complementary source to denermine keywords

4











31 2

Sources of Keywords

TRAFFIC POTENTIAL

- Search Traffic > Search Queries (Impressions, Clicks, %CTR)

Google Webmaster ToolsPPC Data


4 5





Sources of Keywords

TRAFFIC POTENTIAL

Search Traffic > Search Queries







Use competitors that already ranks and keyword intelligence tools




31 2

Sources of Keywords

TRAFFIC POTENTIAL

- Search Traffic > Search Queries (Impressions, Clicks, %CTR)

Google Webmaster ToolsPPC Data


4 5


Keyword Density

6





Sources of Keywords

TRAFFIC POTENTIAL

seoQuake Toolbar > Density






Traffic Potential1


✓





Calculating Traffic Potential and making decisionsII






- 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





- 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


OR





1

Source 1

Algorithm that helps to create a list

TRAFFIC POTENTIAL





1

Source 1

2

Source 2


TRAFFIC POTENTIAL





1

Source 1

2

Source 2


TRAFFIC POTENTIAL

An example export: - SEMRush: 59 keywords - Searchmetrics: 183 keywords

TOTAL: 242 keywordsUNIQUE: 210 keywords






Filter spreadsheet using position metrics to narrow list






- source: Searchmetrics

- source: SEMRush






Traffic Potential1


✓





Calculating Traffic Potential and making decisions II






ORGANIC CTR DISTRIBUTIONTrack Your Keywords Position Like a Boss





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





Traffic Index – Current SituationAlgorithm that helps to create a list







5.30 ≈ (101 / 2) * 0.1050







3rd Paty Brand





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.





Optimal Traffic Index – Optimal SituationAlgorithm that helps to create a list

Optimal Traffic Index = (SearchVolume / 2) * CTR






Traffic Potential1

Keyword prioritization2✓











TRAFFIC POTENTIALKeyword Prioritization

Prioritize your keywords set by- By URL- By Difference between optimal and current situation


18.54 98.82







18.54 98.82






Average URL position: 3Median URL position: 3URL Optimal Traffic Index: 10.09


18.54 98.82






∆ Traffic Index = 2.41

∆ Traffic Index = 6.11


18.54 98.82





Traffic Potential1


✓











brighton seo 2014 - lukasz zelezny - track your keywords like a boss

Marketing

making decisionsii

keyword intelligence

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list traffic

historical

search traffic

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