Lukasz Zelezny - Search Marketing Day 2014 - Warszawa Wasaw

Scaling Up Your SEO

By Lukasz Zelezny

Table of contentCooperation with freelancers and outsourcing activities

Cooperation with agencies

Workflow organisation inside the company

SEO-Tools

Goals / KPIs and Measurement

Twitter: @LukaszZelezny

http://www.twitter.com/lukaszzelezny


Table of content

Cooperation with freelancers and outsourcing activities




- Why do we outsource?

- How can we outsource?

- What can we outsource?


THREE PHILOSOPHICAL QUESTIONS




Why do we outsource?







•Price – because you are more expensive than they are






•Price•Skills - because you don’t

need to know everything and they are the specialists






•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!




How can we outsource?







PROS:Don't worry about paymentDon't worry about finding clientsEverything is one placeReplace internal invoicing

CONS:Most jobs - low paid jobsQuite crowded and competitiveNot easy to start






PROS:ProfessionalsTrusted website

CONS:May be expensiveDifficult to find people open for freelanceConsidered for head hunters and job agencies






PROS:CheapVery responsiveWide spectrum of tasks to be outsourced

CONS:Risk of low quality resultsRisk of scam






PROS:Don't worry about paymentDon't worry about finding clientsEverything is one place

CONS:Most jobs - low paid jobsQuite crowded and competitiveNot easy to start

What can we outsource?







•Copywriting





Example order: Write 24 articles about specific locations





Example Copyrwriting: Write 24 articles about specific locations





Example order: Write 24 articles about specific locations and focus on specific keywords





Example Copyrwriting: Write 24 articles about specific locations



•Copywriting•Link Building






•Copywriting•Link Building•Outreach




Example outreach: Find 10 blogs related to travel or general topic







•Copywriting•Link Building•Outreach•Research






•Copywriting•Link Building•Outreach•Research•Specialized tasks




Payment model





Payment model


•Per delivery (perfect!)•Per hour•Per project




Table of content






The process

Understanding weaknesses &

strengthsProcess Begin

Success / Integration /

RevisionMomentum





The process

Understanding weaknesses &

strengthsProcess Begin

Success / Integration /

Revision / Reports

Momentum





Reporting




Working with agency


•Specific range of task•Special tasks•Clear expectation and reports




Payment model


•Monthly contract




Table of content

SEO Tools




SEO Tools

Keyword research




SEO Tools

Keyword research


- 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



SEO Tools

Brand Tracking




SEO Tools

Content provider




SEO Tools

Backlink Research




SEO Tools

Traffic Tracking & Data Extraction




SEO Tools

OnPage Optimization




Table of content

Goals / KPIs and Measurement




Goals / KPI and Measurement

Main Metrics

Page views

Sessions

Visitors

Effective Sessions

Conversions

Conversion rate





Main Metrics

Page views

Sessions

Visitors

Effective Sessions

Conversions

Conversion rate

Priotity

Priotity





Tables





Graphs

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

-20%

0%

20%

40%

60%

80%

100%

%YoY Growth (monthly) All Sources

Sessions Effective Sessions





Graphs

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

-20%

0%

20%

40%

60%

80%

100%

%YoY Growth (monthly) All Sources

Sessions Effective Sessions Target





Graphs

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 -

50,000

100,000

150,000

200,000

250,000

300,000

350,000

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

Example.com: Sessions and effective sessions monthly

Sessions Effective Sessions





Graphs

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 -

50,000

100,000

150,000

200,000

250,000

300,000

350,000

0%

10%

20%

30%

40%

50%

60%

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

Example.com: Sessions and effective sessions monthly

Sessions Effective Sessions Bounce Rate





Graphs


Week #19 of 2013 (05-11 May 2013)

Week #19 of 2012 (06-12 May 2012)




Graphs






Week #19 in 2012

Week #19 in 2012

-28%





Week #19 in 2012

Week #19 in 2013

+26%

-72%





THANK YOU!



Lukasz Zelezny - Search Marketing Day 2014 - Warszawa Wasaw

Marketing

Transcript of Lukasz Zelezny - Search Marketing Day 2014 - Warszawa Wasaw