Lukasz Zelezny - Search Marketing Day 2014 - Warszawa Wasaw

1. Scaling Up
Your SEO
By Lukasz Zelezny

2. Table of content
Cooperation with freelancers and outsourcing activities
Cooperation with agencies
Workflow organisation inside the company
SEO-Tools
Goals / KPIs and Measurement
Twitter: @LukaszZelezny

3. Table of content
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny

4. - Why do we outsource?
- How can we outsource?
- What can we outsource?
Cooperation with freelancers and outsourcing activities
THREE PHILOSOPHICAL QUESTIONS
Twitter: @LukaszZelezny

5. Why do we outsource?
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny

6. Why do we outsource?
Cooperation with freelancers and outsourcing activities
•Price –
because you are more expensive
than they are
Twitter: @LukaszZelezny

7. Why do we outsource?
Cooperation with freelancers and outsourcing activities
•Price
•Skills - because you don’t
need to know everything and
they are the specialists
Twitter: @LukaszZelezny

8. Why do we outsource?
Cooperation with freelancers and outsourcing activities
•Price
•Skills
•Time - because you care about
deadline and they care about deadline
but you have so much to do and you don’t
want to fail!
Twitter: @LukaszZelezny

9. How can we outsource?
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny

10. How can we outsource?
Cooperation with freelancers and outsourcing activities
PROS:
Don't worry about payment
Don't worry about finding clients
Everything is one place
Replace internal invoicing
CONS:
Most jobs - low paid jobs
Quite crowded and competitive
Not easy to start
Twitter: @LukaszZelezny

11. How can we outsource?
Cooperation with freelancers and outsourcing activities
PROS:
Professionals
Trusted website
CONS:
May be expensive
Difficult to find people open for freelance
Considered for head hunters and job agencies
Twitter: @LukaszZelezny

12. How can we outsource?
Cooperation with freelancers and outsourcing activities
PROS:
Cheap
Very responsive
Wide spectrum of tasks to be outsourced
CONS:
Risk of low quality results
Risk of scam
Twitter: @LukaszZelezny

13. How can we outsource?
Cooperation with freelancers and outsourcing activities
PROS:
Cheap
Very responsive
Wide spectrum of tasks to be outsourced
CONS:
Risk of low quality results
Risk of scam
Twitter: @LukaszZelezny

14. How can we outsource?
Cooperation with freelancers and outsourcing activities
PROS:
Don't worry about payment
Don't worry about finding clients
Everything is one place
CONS:
Most jobs - low paid jobs
Quite crowded and competitive
Not easy to start

15. What can we outsource?
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny

16. What can we outsource?
Cooperation with freelancers and outsourcing activities
•Copywriting
Twitter: @LukaszZelezny

17. Cooperation with freelancers and outsourcing activities
Example order: Write 24 articles about specific locations
Twitter: @LukaszZelezny

18. Cooperation with freelancers and outsourcing activities
Example Copyrwriting: Write 24 articles about specific locations
Twitter: @LukaszZelezny

19. Cooperation with freelancers and outsourcing activities
Example order: Write 24 articles about specific locations and focus on specific
keywords
Twitter: @LukaszZelezny

20. Cooperation with freelancers and outsourcing activities
Example Copyrwriting: Write 24 articles about specific locations

21. What can we outsource?
Cooperation with freelancers and outsourcing activities
•Copywriting
•Link Building
Twitter: @LukaszZelezny

22. What can we outsource?
Cooperation with freelancers and outsourcing activities
•Copywriting
•Link Building
•Outreach
Twitter: @LukaszZelezny

23. Example outreach:
Find 10 blogs related to travel or general topic
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny

24. Example outreach:
Find 10 blogs related to travel or general topic
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny

25. What can we outsource?
Cooperation with freelancers and outsourcing activities
•Copywriting
•Link Building
•Outreach
•Research
Twitter: @LukaszZelezny

26. What can we outsource?
Cooperation with freelancers and outsourcing activities
•Copywriting
•Link Building
•Outreach
•Research
•Specialized tasks
Twitter: @LukaszZelezny

27. Payment model
Cooperation with freelancers and outsourcing activities
Twitter: @LukaszZelezny

28. Payment model
Cooperation with freelancers and outsourcing activities
•Per delivery (perfect!)
•Per hour
•Per project
Twitter: @LukaszZelezny

29. Table of content
Cooperation with agencies
Twitter: @LukaszZelezny

30. Cooperation with agencies
The process
Understanding
weaknesses &
strengths
Process Begin
Success /
Integration /
Revision
Momentum
Twitter: @LukaszZelezny

31. Cooperation with agencies
The process
Understanding
weaknesses &
strengths
Process Begin
Success /
Integration /
Revision /
Reports
Momentum
Twitter: @LukaszZelezny

32. Cooperation with agencies
Reporting
Twitter: @LukaszZelezny

33. Cooperation with agencies
Reporting
Twitter: @LukaszZelezny

34. Working with agency
Cooperation with freelancers and outsourcing activities
•Specific range of task
•Special tasks
•Clear expectation and reports
Twitter: @LukaszZelezny

35. Payment model
Cooperation with freelancers and outsourcing activities
•Monthly contract
Twitter: @LukaszZelezny

36. Table of content
SEO Tools
Twitter: @LukaszZelezny

37. SEO Tools
Keyword research
Twitter: @LukaszZelezny

38. SEO Tools
Keyword research
Twitter: @LukaszZelezny

39. SEO Tools
Keyword research
Twitter: @LukaszZelezny
- 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

40. SEO Tools
Brand Tracking
Twitter: @LukaszZelezny

41. SEO Tools
Brand Tracking
Twitter: @LukaszZelezny

42. SEO Tools
Content provider
Twitter: @LukaszZelezny

43. SEO Tools
Backlink Research
Twitter: @LukaszZelezny

44. SEO Tools
Traffic Tracking & Data Extraction
Twitter: @LukaszZelezny

45. SEO Tools
OnPage Optimization
Twitter: @LukaszZelezny

46. Table of content
Goals / KPIs and Measurement
Twitter: @LukaszZelezny

47. Goals / KPI and Measurement
Main Metrics
Twitter: @LukaszZelezny

48. Goals / KPI and Measurement
Main Metrics
Priotity
Priotity
Twitter: @LukaszZelezny

49. Goals / KPI and Measurement
Tables
Twitter: @LukaszZelezny

50. Goals / KPI and Measurement
Tables
Twitter: @LukaszZelezny

51. Goals / KPI and Measurement
Tables
Twitter: @LukaszZelezny

52. Goals / KPI and Measurement
Graphs
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
%YoY Growth (monthly) All Sources
Sessions Effective Sessions
Twitter: @LukaszZelezny

53. Goals / KPI and Measurement
Graphs
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
%YoY Growth (monthly) All Sources
Sessions Effective Sessions Target
Twitter: @LukaszZelezny

54. Goals / KPI and Measurement
Graphs
290,578
274,174
280,789
258,515
302,457
250,798
290,781 287,654 285,789
298,795
280,546 280,578
145,289 145,312 146,010 144,768
184,499
150,479
183,192
201,358
214,342
227,084 224,437 227,268
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
Example.com: Sessions and effective sessions monthly
Sessions Effective Sessions
Twitter: @LukaszZelezny

55. Goals / KPI and Measurement
Graphs
290,578
274,174
280,789
258,515
302,457
250,798
290,781 287,654 285,789
298,795
280,546 280,578
145,289 145,312 146,010 144,768
184,499
150,479
183,192
201,358
214,342
227,084 224,437 227,268
0%
10%
20%
30%
40%
50%
60%
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
Example.com: Sessions and effective sessions monthly
Sessions Effective Sessions Bounce Rate
Twitter: @LukaszZelezny

56. Goals / KPI and Measurement
Graphs
Twitter: @LukaszZelezny
Week #19 of 2013 (05-11 May 2013)
Week #19 of 2012 (06-12 May 2012)

57. Goals / KPI and Measurement
Graphs
Twitter: @LukaszZelezny

58. Goals / KPI and Measurement
Twitter: @LukaszZelezny
Week #19 in
2012
Week #19 in
2012

59. Goals / KPI and Measurement
Twitter: @LukaszZelezny
Week #19 in
2012
Week #19 in
2013

60. Goals / KPI and Measurement
Twitter: @LukaszZelezny
THANK YOU! 