Metodo SEO Snapshot

First of all, I am going to a tool called Semrush and I am going to see where my website is already ranked.  There are 218 keywords – you can see that the performance al momento è piuttosto stabile (e lo è stato negli ultimi 3 mesi).

https://www.youtube.com/watch?v=1k5Z7E-BNec

Ciao, mi chiamo Lukasz Zelezny e volevo solo spiegarti come eseguire una semplice istantanea analysis. That analysis we will perform on my website, zelezny.uk – it’s a small website, but for this example I think it’s perfect.

That’s great, but I should probably consider doing something to rango un po' meglio.

Se apro il file completo segnalare su zelezny.uk, la cosa più importante qui è vedere tutte le parole chiave che hanno permesso a Semrush di trovare il mio sito web. Posso esportarle in un file Excel in modo molto rapido e semplice formato, and then load Excel…

We’ll rimuovere some columns that we don’t care about at the moment – obviously sometimes they are useful but for this example we will just keep the columns for position, volume di ricerca and URL. I’m removing everything that we don’t need for this example and making the others a little bigger.

Quindi, abbiamo 218 parole chiave, abbiamo una posizione e una cerca il volume (tratto da google.co.uk) e l'URL, perché ogni volta che parliamo di parole chiave dobbiamo ricordarci che devono essere presenti.

A questo punto creerò “TI Max” e “TI difference”. TI sta per “Traffic Index” e ve lo spiegherò più avanti. Ora, la parte più importante di questo esercizio consiste nel creare una tabella aggiuntiva di supporto, che should contain word position and click-through rate. As we know, the traffic coming from Google is potentially only occurring when you are listed on the first page of the results – probably between position 1 and 10. I understand that there are other factors that can result in the first page only having 8 positions – Google Maps, Notizie, Risultati ecc., ma stiamo cercando di semplificare il tutto.

Esistono numerosi studi sui modelli di percentuale di clic organici, e tale distribuzione varia anche a seconda di ogni singolo parola chiave. If we want to simplify it for this exercise we are going to avoid making any conclusions on this – please forgive me for this simplification, we are using these values just to make this example easy to understand.

So, we have position 1-10 and the click-through rate on each position. If you do a simple chart you will see that when you’re in position 1, the click-through rate is very high, also in position 2, but it doesn’t matter very much where you end up for every subsequent position. So, this area is the area that we really want to fight for.  Now that we know this, we will do a calculation for the Traffic Index. (The TI is not our visits, although it’s correlated to them).

First, we need to find the click-through rate for each position. So, if the position is 2, the click-through rate is 12. If we were to change the position to 4, the rate is 6%. If we convert it into percentages, we can see how it’s automatically picked up. If we put in position 11, it will generate an error, because obviously in this table we don’t have click-through rate for position 11 – however, we can simply say that if there’s an error, if the position is higher than 10, put zero.

Finally, we need to take the search volume and multiply it by the specific click-through rate that depends on the position. If we change it into a normal number, we have the Traffic Index. So, we have a Traffic Index for each keyword now, and  then in the second column we have TI Max (Traffic Index Maximum) which denotes the Traffic Index we could potentially have if the keyword was in position 1. We understand that there are keywords that will simply never be in positon 1, but we need to simplify it for this exercise – we are taking search volume and multiplying it back the click-through rate which is in position 1.

Finally, TI Diff is the difference between TI Max, minus the current TI, so it will always be positive… the lowest volume it can be is zero. Imagine that conference speaker is in position 1, then the TI Max is 21, TI Diff is 0. That’s the strong signal to us to understand that there is nothing we can do right now to make this keyword perform any better except, obviously, for playing a little bit with the meta-description which would give us a better click-through rate. That is not the main focus in this exercise however – we are only talking about position.

Il passo successivo consiste nell'effettuare una rapida inversione di rotta, secondo quanto indicato dal URL. Possiamo vedere tutti gli URL e quello che vogliamo fare qui è assicurarci che si tratti proprio di TI Diff, così possiamo notare subito che il potenziale maggiore si trova nella home page.

There’s been a little error in the export because we can see that we don’t have this here, so we probably need to merge this.

Let’s do that, then. If we get back to this page, I will do a trick – let me replace every occurrence of HTTP with HTTPS. Okay, no matches. Let me try like…that…

Ok! 8 casi e ora l'abbiamo fatto correttamente. Provo ora a eseguire di nuovo questo pivot.

We are doing ‘pivot’ and we are doing ‘URL’ and we are doing ‘TI Diff’. On the next level, we are adding ‘keyword’ and we are adding ‘position’. It’s important to make sure that here it is not SUM, it’s the Average.

This is pretty much it…. Maybe to make it even more sexy I will add ‘Search Volume’. Let’s collapse this…

That’s all we need! What do we imparare Da questo? Sappiamo che, se ordinassimo i risultati in base al TI, la home page avrebbe il potenziale maggiore in base alle parole chiave già posizionate, e sappiamo che la posizione media di questo URL, considerando tutte le parole chiave, è la 58ª. Aggiungerò qui anche il numero delle parole chiave, così sapremo che ci sono 42 parole chiave posizionate che rimandano all’URL che abbiamo qui.

Se clicchiamo sul segno più, possiamo vedere quali sono le parole chiave. Le prime due sono fleetway viaggio, that’s the company I was working for back in the day. We can sort this by positions from smallest to largest and we can see that website’s status checker, SEO conference speaker, social media speaker and so on… these keywords are ranking somewhere in the top 100. In questo momento, posso prendere parole chiave come “relatore a una conferenza SEO” e iniziare a ottimizzare il sito web.

Let’s go here, the HTTP status checker. I can show you what this webpage looks like – it’s very simple, we can put in any indirizzo, click check and they will check what the status is. There’s obviously a long article which ensures this website rates well, and many terms related to checking statuses.

Molte di queste parole chiave qui saranno relative alla verifica degli stati HTTP. Poi ne abbiamo un'altra, ovvero blog argomento contenuto titolo generator – this is another tool that I have – you can go here, open it, write ‘SEO get ideas’ and you can find idee per il titolo del tuo nuovo blog.

Again, here are the keywords related to this page which are very different to the keywords related to HTTP status checker. We have ‘klout score’ which is a tutorial that I wrote, then the ‘conference speaker’ page which is purely about my conferences. Then, ‘social media webinar’ which is quite important, it’s an ongoing webinar that you can join any time you want. I can see that there is some potential, like ‘webinar social media’, ‘free social media’, and again some irrelevant keywords here that I won’t consider adding.

Un altro è il Controllo SEO – I’m using a widget from Semrush so I can go here and I can simply  try to optimize the content which is here. The tool is here, you can enter your dominio e e-mail e questo ti invierà un libero revisione contabile.

You can see here that the ‘free SEO audit’ search volume is 110 which is small, but the keyword volume is highly related to the industry, then ‘Google site audit’, ‘SEO audit expert tool’, ‘website audit tool’ ‘wordpress SEO audit’ – they are keywords that I would probably need to add to this page and we will be talking about this later.

Ecco come è possibile eseguire una semplice analisi istantanea. Nella prossima parte parleremo di .

Thank you very much, that was me Lukas Zelezny and if you have any questions, comment below and don’t forget to share it with your friends. I hope it will be useful because we are talking here about tech stuff – things you can implement right now, pretty much straight away. Once again, thank you very much – see you in the next part!