Intro to Search Engine Optimization. Get a Bigger Piece of the Pie
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1 Intro to Search Engine Optimization Get a Bigger Piece of the Pie
2 Scalable We grow revenue search for marketing tech companies for large with content measurable SEO and content marketing websites and venture-backed start-ups strategies. Results-driven, digital marketing agency focused on tech companies, ecommerce, software, cloud, online publishers We work with businesses of all sizes
3 Agenda Why Search Marketing? How Search Engines Work Building Accessible Sites Keyword Research Link Building
4 Algorithmic Ranking Factors SLIDE MASTER COVERPAGE
5 Algorithmic First Things Ranking First: You Factors SLIDE MASTER COVERPAGE
6 SLIDE MASTER COVERPAGE Why Search Marketing?
7 SLIDE MASTER COVERPAGE Google Searches per Month
8 SLIDE MASTER COVERPAGE
9 SLIDE MASTER COVERPAGE
10 Organic vs. Paid Search
11 Organic vs. Paid Search
12 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
13 Blended Search Results
14 More Blended Search Results
15 Local Results Carousel
16 This Presentation Focuses on: SLIDE MASTER COVERPAGE
17 SLIDE MASTER COVERPAGE How Search Engines Work
18 Crawling & Indexing Without links, the SLIDE engines MASTER might COVERPAGE never find this page
19 Calculating Query-Independent Metrics SLIDE MASTER COVERPAGE Via
20 Many Domains vs. One Domain SLIDE MASTER COVERPAGE VS.
21 SLIDE MASTER COVERPAGE Domain Authority
22 SLIDE MASTER COVERPAGE PageRank
23 SLIDE MASTER COVERPAGE The Flow of PageRank
24 PageRank is Split Evenly Between the Links on a Page SLIDE MASTER COVERPAGE
25 PageRank is an Iterative Algorithm SLIDE MASTER COVERPAGE
26 Nofollowing or Removing Links Can Alter the Flow of PageRank SLIDE MASTER COVERPAGE
27 Google Says they use PageRank to Crawl SLIDE MASTER COVERPAGE
28 SLIDE MASTER COVERPAGE
29 Algorithmic Ranking Factors SLIDE MASTER COVERPAGE
30 Algorithmic Ranking Factors SLIDE MASTER COVERPAGE
31 SLIDE MASTER COVERPAGE Building Accessible Sites
32 Crawlability / Link Architecture SLIDE MASTER COVERPAGE
33 Duplicate Content & Canonicalization SLIDE MASTER COVERPAGE
34 Duplicate Content & Canonicalization SLIDE MASTER COVERPAGE
35 SLIDE MASTER COVERPAGE Canonical URL Tag
36 301 Redirects SLIDE MASTER COVERPAGE 302s
37 Duplicate Titles & Meta Descriptions SLIDE MASTER COVERPAGE
38 Search Friendly URLs SLIDE MASTER COVERPAGE Single domain Shallow folder structure with relevant words Keywords in page name, separated by hyphen
39 Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 SLIDE MASTER COVERPAGE Unnecessary Subdomain Dynamic URLs don t perform as well as static and engines recommend against more than two parameters No keywords in the URL string
40 Fixing Broken Links & 404s SLIDE MASTER COVERPAGE
41 SLIDE MASTER COVERPAGE Blocking Robots
42 SLIDE MASTER COVERPAGE Blocking Robots
43 XML Sitemaps SLIDE MASTER COVERPAGE
44 SLIDE MASTER COVERPAGE Webmaster Tools (Google)
45 SLIDE MASTER COVERPAGE Webmaster Tools (Bing)
46 SLIDE MASTER COVERPAGE Important Tags & Signals
47 SLIDE MASTER COVERPAGE Title Tags
48 SLIDE MASTER COVERPAGE Meta Descriptions
49 Tag Length Recommendations SLIDE MASTER COVERPAGE
50 SLIDE MASTER COVERPAGE Anchor Text
51 SLIDE MASTER COVERPAGE Page Copy
52 Image Alt Attributes Good keyword usage in the alt tag SLIDE MASTER COVERPAGE
53 SLIDE MASTER COVERPAGE Not So Important
54 SLIDE MASTER COVERPAGE Meta Keywords Tag
55 SLIDE MASTER COVERPAGE H1, H2, H(x) Tags
56 Search Engine Submission SLIDE MASTER COVERPAGE
57 Algorithmic Ranking Factors SLIDE MASTER COVERPAGE
58 Keyword Research + Targeting SLIDE MASTER COVERPAGE
59 The Goals of Keyword Research SLIDE MASTER COVERPAGE
60 Choose the Best Words/Phrases to Target SLIDE MASTER COVERPAGE
61 Example High Value Keyword - High volume - Low competition - Relevant (likely to convert)
62 More About High Value Keywords Other metrics - Revenue - Time on site - Pages visited - Landing page conversion rate - Average basket size (ecommerce)
63 Measuring Relative Search Volume
64 Predict the Effort Required to Rank Well SLIDE MASTER COVERPAGE
65 Understanding Keyword Demand SLIDE MASTER COVERPAGE
66 The Long Tail of Keyword Demand SLIDE MASTER COVERPAGE
67 SLIDE MASTER COVERPAGE
68 SLIDE MASTER COVERPAGE
69 SLIDE MASTER COVERPAGE
70 Tools & Tactics for Brainstorming SLIDE MASTER COVERPAGE & Refining Your Keywords
71 SLIDE MASTER COVERPAGE Salespeople & Customers
72 Keyword Research Process Hint: If your budget allows, use broad match to discover new keywords 72
73 Internal Site Search Stats
74 Competitive Keyword Research SLIDE MASTER COVERPAGE
75 Keyword Research Tools 75
76 Keyword Planner (Google AdWords)
77 SLIDE MASTER COVERPAGE Measuring Keyword Difficulty & Competition
78 Run Search Queries Wikipedia page High authority domain Local listings
79 Conduct a Competitive Analysis of Metrics SLIDE MASTER COVERPAGE
80 Keyword difficulty Scale: 1-100% Use Helpful Tools
81 SLIDE MASTER COVERPAGE Link Building Strategies
82 Link Building Traps to Avoid SLIDE MASTER COVERPAGE
83 Cheap SEO Content The 8 Basic Kinds of Link Building
84 Cheap Links The 8 Basic Kinds of Link Building
85 SEO Packages The 8 Basic Kinds of Link Building
86 Directory Submission Services The 8 Basic Kinds of Link Building
87 What Goals Can Link Building SLIDE MASTER COVERPAGE Help Us Achieve?
88 Improve Individual Rankings SLIDE MASTER COVERPAGE
89 Improve a Domain s Ability to Rank Pages SLIDE MASTER COVERPAGE
90 Achieve More Complete Indexation SLIDE MASTER COVERPAGE
91 Send Converting Traffic SLIDE MASTER COVERPAGE Image Credit: websiteoptimization.com
92 The 8 Basic Kinds of Link Building SLIDE MASTER COVERPAGE
93 #1 - Manual Link Submissions/Requests SLIDE MASTER COVERPAGE
94 #2 - Competitive Link Research/Acquisition SLIDE MASTER COVERPAGE
95 #3 - Links via Embedded Content SLIDE MASTER COVERPAGE
96 #4 - Linkbait & Viral Campaigns SLIDE MASTER COVERPAGE
97 #5 - Content, Technology & API Licensing SLIDE MASTER COVERPAGE
98 #6 - Partnerships, Exchanges & Trades SLIDE MASTER COVERPAGE
99 SLIDE MASTER COVERPAGE #7 - Paid Links
100 SLIDE MASTER COVERPAGE #8 - Link Reclamation
101 Social Media & the Web s Influencers SLIDE MASTER COVERPAGE
102 SLIDE MASTER COVERPAGE Influencers on the Web
103 The Power of the Linkerati SLIDE MASTER COVERPAGE
104 Content that Appeals to Influencers SLIDE MASTER COVERPAGE
105 Making Content Easy to Share SLIDE MASTER COVERPAGE
106 Making Content Easy to Share SLIDE MASTER COVERPAGE
107 Cannibalization of the Link Graph SLIDE MASTER COVERPAGE MMM LINK GRAPHS ARE DELICIOUS!
108 The Rise of the Social Graph SLIDE MASTER COVERPAGE
109 You have to do these right, before you can do these right Algorithmic Ranking Factors SLIDE MASTER COVERPAGE
110 Stay In Touch Dale Bertrand (617)
Intro to Search Engine Optimization. Dale Bertrand, Chimaera Labs
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