intro to seo - get a bigger slice of the pie

presents

Intro to SEO: Get a Bigger Slice of the Pie

DALE BERTRAND@dbertrand

Intro to Search Engine OptimizationGet a Bigger Piece of the Pie

January 13th 2013

Full service, results-driven, digital marketing agency (6 people – headquartered in Kendall Square)

Specializing in SEO, AdWords, content marketing and email marketing automation.

Agenda

• Why Search Marketing?• How Search Engines Work• Building Accessible Sites• Keyword Research• Link Building

SLIDE MASTER – COVERPAGE

Algorithmic Ranking Factors

Why Search Marketing?

100 Billion SearchesEach Month!

Organic vs. Paid Search

Click-Through Rates

Why such a substantial CTR drop off?• Refined search rather than scrolling• Searchers are satisfiers not optimizers• People assume the best results are first

Blended Search Results

Web result

Images

More web results

More Blended Search Results

Product listings

Local Results Carousel

#1 result may not get much traffic

Different ranking algorithm (partially

based Zagat restaurant reviews)

This Presentation Focuses on:

How Search Engines Work

Crawling & Indexing

Without links, the engines might never

find this page

Calculating Query-Independent Metrics

Via www.opensiteexplorer.org

Many Domains vs. One Domain

Domain Authority

PageRank

The Flow of PageRank

PageRank is Split Evenly Between theLinks on a Page

PageRank is an Iterative Algorithm

Nofollowing or Removing Links CanAlter the Flow of PageRank

Google Says they use PageRank to Crawl

Building Accessible Sites

Crawlability / Link Architecture

Duplicate Content & Canonicalization

Canonical URL Tag

301 Redirects

Duplicate Titles & Meta Descriptions

Search Friendly URLs

www.nationalgeographic.com/animals/african-elephants

Single domain

Shallow folder structurewith relevant words

Keywords in page name,separated by hyphen

Search UN-Friendly URLs

Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8

UnnecessarySubdomain Dynamic URLs don’t perform as well

as static and engines recommend against more than two parameters

No keywords in the URL string

Fixing Broken Links & 404s

Blocking Robots

XML Sitemaps

www.sitemaps.org/protocol.php

Webmaster Tools (Google)

Webmaster Tools (Bing)

Important Tags & Signals

Title Tags

Meta Descriptions

Tag Length Recommendations

Anchor Text

Page Copy

Image Alt AttributesGood keyword usage

in the alt tag

Not So Important

Meta Keywords Tag

H1, H2, H(x) Tags

Search Engine “Submission”

Keyword Research + Targeting

The Goals of Keyword Research

Choose the “Best”Words/Phrases to Target

Example High Value Keyword

- High volume- Low competition- Relevant (likely to convert)

More About High Value Keywords

Other metrics- Revenue- Time on site- Pages visited- Landing page conversion rate- Average basket size (ecommerce)

Measuring Relative Search Volume

Predict the Effort Required to Rank Well

Understanding Keyword Demand

The Long Tail of Keyword Demand

Tools & Tactics for Brainstorming& Refining Your Keywords

Salespeople & Customers

Hint: If your budget allows, use broad match to discover new keywords 72

Keyword Research Process

Internal Site Search Stats

Competitive Keyword Research

Restrict queryto competitor’s

domain

Keyword Research Tools

Keyword Planner (Google AdWords)

Measuring KeywordDifficulty & Competition

Run Search Queries

Wikipedia page

High authority domain

Local listings

Conduct a Competitive Analysis of Metrics

Use Helpful Tools

Keyword difficulty Scale: 1-100%

Link Building Strategies

What Goals Can Link BuildingHelp Us Achieve?

Improve Individual Rankings

Improve a Domain’s Ability to Rank Pages

Achieve More Complete Indexation

Send Converting Traffic

Image Credit: websiteoptimization.com

The 8 Basic Kinds of Link Building

#1 - Manual Link Submissions/Requests

#2 - Competitive Link Research/Acquisition

#3 - Links via Embedded Content

#4 - Linkbait & Viral Campaigns

#5 - Content, Technology & API Licensing

#6 - Partnerships, Exchanges & Trades

#7 - Paid Links

#8 - Link Reclamation

Social Media & the Web’s Influencers

Influencers on the Web

The Power of the “Linkerati”

Content that Appeals to Influencers

Making Content Easy to Share

Cannibalization of the Link Graph

MMM… LINK GRAPHS ARE DELICIOUS!

The Rise of the Social Graph

Algorithmic Ranking FactorsYou have to do these right, before you can

do these right

Stay In Touch

Dale Bertranddale@chimaeralabs.com

(617) 610-1987

Course TitleCourse TitleINSTRUCTOR NAME

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