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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