Intro to Search Engine Optimization. Dale Bertrand, Chimaera Labs
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1 Intro to Search Engine Optimization Dale Bertrand, Chimaera Labs
2 Online lead generation for tech companies Scalable search marketing for large content We re hiring! websites and venture-backed start-ups Results-driven, digital marketing agency (8 people located in Kendall Square) SEO Content Marketing AdWords Social Advertising
3 Agenda Why Search Marketing? How Search Engines Work Case Study Building Accessible Sites Keyword Research Link Building
4 SLIDE MASTER COVERPAGE Why Search Marketing?
5 SLIDE MASTER COVERPAGE Google Searches per Month
6 SLIDE MASTER COVERPAGE
7 Organic vs. Paid Search
8 Organic vs. Paid Search
9 Relevance and Authority Puppy Adoption Animal Rescue League Pet supplies
10 Relevance and Authority
11 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
12 Blended Search Results
13 More Blended Search Results
14 Local Results Carousel
15 This Presentation Focuses on: SLIDE MASTER COVERPAGE
16 SLIDE MASTER COVERPAGE How Search Engines Work
17 Algorithmic SEO Priorities Ranking Factors SLIDE MASTER COVERPAGE Keyword Targeting Crawl Indexation Authority
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 PageRankto Crawl SLIDE MASTER COVERPAGE
28 SLIDE MASTER COVERPAGE
29 Algorithmic Ranking Factors SLIDE MASTER COVERPAGE
30 Case Study
31 SLIDE MASTER COVERPAGE Building Accessible Sites
32 Algorithmic SEO Priorities Ranking Factors SLIDE MASTER COVERPAGE Keyword Targeting Crawl & Indexation Authority
33 Crawlability / Link Architecture SLIDE MASTER COVERPAGE
34 Duplicate Content & Canonicalization SLIDE MASTER COVERPAGE
35 Duplicate Content & Canonicalization SLIDE MASTER COVERPAGE
36 SLIDE MASTER COVERPAGE Canonical URL Tag
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 XML Sitemaps SLIDE MASTER COVERPAGE
42 SLIDE MASTER COVERPAGE Webmaster Tools (Google)
43 SLIDE MASTER COVERPAGE Webmaster Tools (Bing)
44 SLIDE MASTER COVERPAGE Important Tags & Signals
45 SLIDE MASTER COVERPAGE Title Tags
46 SLIDE MASTER COVERPAGE Meta Descriptions
47 Tag Length Recommendations SLIDE MASTER COVERPAGE
48 SLIDE MASTER COVERPAGE Anchor Text
49 SLIDE MASTER COVERPAGE Page Copy
50 SLIDE MASTER COVERPAGE Not So Important
51 SLIDE MASTER COVERPAGE Meta Keywords Tag
52 SLIDE MASTER COVERPAGE H1, H2, H(x) Tags
53 Search Engine Submission SLIDE MASTER COVERPAGE
54 Algorithmic Keyword Ranking Targeting Factors SLIDE MASTER COVERPAGE Keyword Targeting Crawl & Indexation Authority
55 Keyword Research + Targeting SLIDE MASTER COVERPAGE
56 The Goals of Keyword Research SLIDE MASTER COVERPAGE
57 Choose the Best Words/Phrases to Target SLIDE MASTER COVERPAGE
58 Example High Value Keyword - High volume - Low competition - Relevant (likely to convert)
59 Measuring Relative Search Volume
60 Understanding Keyword Demand SLIDE MASTER COVERPAGE
61 The Long Tail of Keyword Demand SLIDE MASTER COVERPAGE
62 SLIDE MASTER COVERPAGE
63 SLIDE MASTER COVERPAGE
64 SLIDE MASTER COVERPAGE
65 Tools & Tactics for Brainstorming SLIDE MASTER COVERPAGE & Refining Your Keywords
66 SLIDE MASTER COVERPAGE Salespeople & Customers
67 Keyword Research Process Hint: If your budget allows, use broad match to discover new keywords 67
68 Internal Site Search Stats
69 Keyword Research Tools 69
70 Keyword Planner (Google AdWords)
71 SLIDE MASTER COVERPAGE Measuring Keyword Difficulty & Competition
72 Run Search Queries Wikipedia page High authority domain Local listings
73 Conduct a Competitive Analysis of Metrics SLIDE MASTER COVERPAGE
74 Keyword difficulty Scale: 1-100% Use Helpful Tools
75 SLIDE MASTER COVERPAGE Link Building Strategies
76 Algorithmic Building Ranking Authority Factors SLIDE MASTER COVERPAGE Keyword Targeting Crawl & Indexation Authority
77 Link Building Traps to Avoid SLIDE MASTER COVERPAGE
78 Cheap SEO Content The 8 Basic Kinds of Link Building
79 Cheap Links The 8 Basic Kinds of Link Building
80 SEO Packages The 8 Basic Kinds of Link Building
81 Directory Submission Services The 8 Basic Kinds of Link Building
82 What Goals Can Link Building SLIDE MASTER COVERPAGE Help Us Achieve?
83 Improve Individual Rankings SLIDE MASTER COVERPAGE
84 Achieve More Complete Indexation SLIDE MASTER COVERPAGE
85 Send Converting Traffic SLIDE MASTER COVERPAGE Image Credit: websiteoptimization.com
86 SLIDE MASTER COVERPAGE Link Building Tactics
87 SLIDE MASTER COVERPAGE Paid Links (dangerous)
88 Links and Resources Pages SLIDE MASTER COVERPAGE Google searches: inurl:links nursing Inurl:resources nursing
89 Competitive Link Research SLIDE MASTER COVERPAGE
90 Partner Outreach Request links from: Vendors SLIDE MASTER COVERPAGE Professional organizations Trade associations
91 SLIDE MASTER COVERPAGE Syndicate Content
92 SLIDE MASTER COVERPAGE Link Reclamation
93 Stay In Touch Dale Bertrand (617)
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