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1. Lukasz Zelezny
linkedin.com/in/seomanagerlondon
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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2. “Pearson’s Correlation
between traffic and positions”
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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3. Pearson Correlation
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
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4. Pearson Correlation
What keywords to consider?
1. with decent search volume
2. without noticeable search volume
changes
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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5. Example Keyword 1
CORREL=(-0.89)
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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6. Example Keyword 1
Pearson Correlation -0.89 – traffic correlated with ranks
Frequently for Generic Keywords
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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7. Example Keyword 2
CORREL=(0.31)
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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8. Example Keyword 2
Pearson Correlation 0.31 – traffic correlated with ranks
Frequently for Non-Generic Keywords
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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9. Pearson Correlation
Where to get traffic per keyword breakdown ?
Use Bing!
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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10. Pearson Correlation
Final Comparison of 10 example keywords.
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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11. Pearson’s Correlation
conclusions
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;
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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12. Advanced Metrics
“Effective Visits”
22-23/11/2013
MarketingFestival.cz
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13. Effective Visits
Predictable Vertical
Winter
Cheap holidays
Spring
Summer
Autumn
Cold
Winter tyre
Warm
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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14. Effective Visits
Tyre – Predictable Vertical over years
Winter Tyre
2010
22-23/11/2013
2011
@LukaszZelezny
MarketingFestival.cz
2012
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15. Effective Visits
Holidays – Predictable Vertical over years
Cheap holidays
2010
22-23/11/2013
2011
@LukaszZelezny
MarketingFestival.cz
2012
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16. Effective Visits
Mobile Handsets – Non-Predictable Vertical over years
iPhone
2010
22-23/11/2013
2011
@LukaszZelezny
MarketingFestival.cz
2012
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17. Effective Visits
Predictable Vertical
Where does the concept came from?
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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18. Effective Visits
Predictable Vertical
The Fear of Bounce Rate
BOUNCE
RATE
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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19. Effective Visits
Pulling Data
Week #19 of 2012 (06-12 May 2012)
Week #19 of 2013 (05-11 May 2013)
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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20. Effective Visits
Pulling Data
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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21. 13,410
9,674
Week #19 in 2012
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
Week #19 in 2013
Week #19 in 2012
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22. 13,410
9,674
Week #19 in 2012
2013
Week #19 in 2013
Week #19 in 2012
Effective Visits = Visits – (Visits * BounceRate)
%difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100)
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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23. Effective Visits
Build Custom Segment using Google Analytics
Effective Visits = Visits – (Visits * BounceRate)
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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24. Effective Visits
Organic Visits - Year to Year Data
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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25. Effective Visits
Effective Visits - Year to Year Data
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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26. Effective Visits
conclusions
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;
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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27. Effective Visits
Predictable Vertical
The Happiness of Effective Visits
EFFECTIVE
VISITS
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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28. TOOLS
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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29. Keyword Research & Intelligence
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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30. Backlink Research
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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31. Traffic Tracking & Data Extraction
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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32. OnPage Optimization
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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33. Reporting
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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34. Thank you!

http://www.HeadOfSeo.co.uk
22-23/11/2013
@LukaszZelezny
MarketingFestival.cz
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