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Lukasz Zelezny #SEOBarCamp July 2013 Effective Visits concept Pearson's Correlation
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1
Advanced Metrics
“Effective Visits”Lukasz Zelezny
linkedin.com/in/seomanagerlondon
24/07/2013 @LukaszZelezny #SeoBarCamp
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Effective Visits
24/07/2013 @LukaszZelezny #SeoBarCamp
Winter
Spring
Summer
Autumn
Winter tyre
Rest of the year
Winter
Cheap holidays
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Effective Visits
24/07/2013 @LukaszZelezny #SeoBarCamp
2011 20122010
Winter Tyre
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Effective Visits
24/07/2013 @LukaszZelezny #SeoBarCamp
2011 20122010
Cheap holidays
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Effective Visits
24/07/2013 @LukaszZelezny #SeoBarCamp
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Effective Visits
24/07/2013 @LukaszZelezny #SeoBarCamp
www.analyticscanvas.com
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Effective Visits
24/07/2013 @LukaszZelezny #SeoBarCamp
Week #19 of 2013 (05-11 July 2013)
Week #19 of 2012 (05-11 May 2012)
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Week #19 in 2012 Week #19 in 2012
24/07/2013 @LukaszZelezny #SeoBarCamp
-28%
13,4
10 9,674
Effective Visits = Visits – (Visits * BounceRate)
%difference = (((Week_30_Visits_2013 / Week_30_Visits_2012) – 1) * 100)
Week #19 in 2013
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Week #19 in 2012 Week #19 in 2012
24/07/2013 @LukaszZelezny #SeoBarCamp
-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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Effective Visitsconclusions
24/07/2013 @LukaszZelezny #SeoBarCamp
Why to use Effective Visits
Effective Visits:- represents a real quality traffic and its value;- reflects to OnPage optimization;- reflects to Conversion Rate Optimization (CRO);- helps vertical leaders to understand SEO benefits and achievements
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Advanced Metrics
“Pearson’s Correlationbewteen traffic and positions”
Lukasz Zeleznylinkedin.com/in/seomanagerlondon
24/07/2013 @LukaszZelezny #SeoBarCamp
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Pearson Correlation
24/07/2013 @LukaszZelezny #SeoBarCamp
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Pearson Correlation – example keyword 1
24/07/2013 @LukaszZelezny #SeoBarCamp
Pearson Correlation -0.89 – traffic correlated with ranks
CORREL = -0.89
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Pearson Correlation
24/07/2013 @LukaszZelezny #SeoBarCamp
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Pearson Correlation – example keyword 2
24/07/2013 @LukaszZelezny #SeoBarCamp
Pearson Correlation 0.25 – traffic NOT correlated with ranks
CORREL = 0.25
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Pearson Correlation – example keyword 3
24/07/2013 @LukaszZelezny #SeoBarCamp
Pearson Correlation -0.72 – traffic correlated with ranks
CORREL = -0.72
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Pearson’s Correlationconclusions
24/07/2013 @LukaszZelezny #SeoBarCamp
What you need:- SERP 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 long tail opportunities;- Makes you step ahead competitors;- Improves Effective Traffic;
@LukaszZelezny 1824/07/2013
Thank you!
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