Intro to Search Engine Optimization Get a Bigger Piece of the Pie
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
Agenda Why Search Marketing? How Search Engines Work Building Accessible Sites Keyword Research Link Building
Algorithmic Ranking Factors SLIDE MASTER COVERPAGE
Algorithmic First Things Ranking First: You Factors SLIDE MASTER COVERPAGE
SLIDE MASTER COVERPAGE Why Search Marketing?
SLIDE MASTER COVERPAGE Google Searches per Month
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Organic vs. Paid Search
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
More Blended Search Results
Local Results Carousel
This Presentation Focuses on: SLIDE MASTER COVERPAGE
SLIDE MASTER COVERPAGE How Search Engines Work
Crawling & Indexing Without links, the SLIDE engines MASTER might COVERPAGE never find this page
Calculating Query-Independent Metrics SLIDE MASTER COVERPAGE Via www.opensiteexplorer.org
Many Domains vs. One Domain SLIDE MASTER COVERPAGE VS.
SLIDE MASTER COVERPAGE Domain Authority
SLIDE MASTER COVERPAGE PageRank
SLIDE MASTER COVERPAGE The Flow of PageRank
PageRank is Split Evenly Between the Links on a Page SLIDE MASTER COVERPAGE
PageRank is an Iterative Algorithm SLIDE MASTER COVERPAGE
Nofollowing or Removing Links Can Alter the Flow of PageRank SLIDE MASTER COVERPAGE
Google Says they use PageRank to Crawl SLIDE MASTER COVERPAGE
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Algorithmic Ranking Factors SLIDE MASTER COVERPAGE
Algorithmic Ranking Factors SLIDE MASTER COVERPAGE
SLIDE MASTER COVERPAGE Building Accessible Sites
Crawlability / Link Architecture SLIDE MASTER COVERPAGE
Duplicate Content & Canonicalization SLIDE MASTER COVERPAGE
Duplicate Content & Canonicalization SLIDE MASTER COVERPAGE
SLIDE MASTER COVERPAGE Canonical URL Tag
301 Redirects SLIDE MASTER COVERPAGE 302s
Duplicate Titles & Meta Descriptions SLIDE MASTER COVERPAGE
Search Friendly URLs www.nationalgeographic.com/animals/african-elephants SLIDE MASTER COVERPAGE Single domain Shallow folder structure with relevant words Keywords in page name, separated by hyphen
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
Fixing Broken Links & 404s SLIDE MASTER COVERPAGE
SLIDE MASTER COVERPAGE Blocking Robots
SLIDE MASTER COVERPAGE Blocking Robots
XML Sitemaps SLIDE MASTER COVERPAGE www.sitemaps.org/protocol.php
SLIDE MASTER COVERPAGE Webmaster Tools (Google)
SLIDE MASTER COVERPAGE Webmaster Tools (Bing)
SLIDE MASTER COVERPAGE Important Tags & Signals
SLIDE MASTER COVERPAGE Title Tags
SLIDE MASTER COVERPAGE Meta Descriptions
Tag Length Recommendations SLIDE MASTER COVERPAGE
SLIDE MASTER COVERPAGE Anchor Text
SLIDE MASTER COVERPAGE Page Copy
Image Alt Attributes Good keyword usage in the alt tag SLIDE MASTER COVERPAGE
SLIDE MASTER COVERPAGE Not So Important
SLIDE MASTER COVERPAGE Meta Keywords Tag
SLIDE MASTER COVERPAGE H1, H2, H(x) Tags
Search Engine Submission SLIDE MASTER COVERPAGE
Algorithmic Ranking Factors SLIDE MASTER COVERPAGE
Keyword Research + Targeting SLIDE MASTER COVERPAGE
The Goals of Keyword Research SLIDE MASTER COVERPAGE
Choose the Best Words/Phrases to Target SLIDE MASTER COVERPAGE
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 SLIDE MASTER COVERPAGE
Understanding Keyword Demand SLIDE MASTER COVERPAGE
The Long Tail of Keyword Demand SLIDE MASTER COVERPAGE
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Tools & Tactics for Brainstorming SLIDE MASTER COVERPAGE & Refining Your Keywords
SLIDE MASTER COVERPAGE Salespeople & Customers
Keyword Research Process Hint: If your budget allows, use broad match to discover new keywords 72
Internal Site Search Stats
Competitive Keyword Research SLIDE MASTER COVERPAGE
Keyword Research Tools 75
Keyword Planner (Google AdWords)
SLIDE MASTER COVERPAGE Measuring Keyword Difficulty & Competition
Run Search Queries Wikipedia page High authority domain Local listings
Conduct a Competitive Analysis of Metrics SLIDE MASTER COVERPAGE
Keyword difficulty Scale: 1-100% Use Helpful Tools
SLIDE MASTER COVERPAGE Link Building Strategies
Link Building Traps to Avoid SLIDE MASTER COVERPAGE
Cheap SEO Content The 8 Basic Kinds of Link Building
Cheap Links The 8 Basic Kinds of Link Building
SEO Packages The 8 Basic Kinds of Link Building
Directory Submission Services The 8 Basic Kinds of Link Building
What Goals Can Link Building SLIDE MASTER COVERPAGE Help Us Achieve?
Improve Individual Rankings SLIDE MASTER COVERPAGE
Improve a Domain s Ability to Rank Pages SLIDE MASTER COVERPAGE
Achieve More Complete Indexation SLIDE MASTER COVERPAGE
Send Converting Traffic SLIDE MASTER COVERPAGE Image Credit: websiteoptimization.com
The 8 Basic Kinds of Link Building SLIDE MASTER COVERPAGE
#1 - Manual Link Submissions/Requests SLIDE MASTER COVERPAGE
#2 - Competitive Link Research/Acquisition SLIDE MASTER COVERPAGE
#3 - Links via Embedded Content SLIDE MASTER COVERPAGE
#4 - Linkbait & Viral Campaigns SLIDE MASTER COVERPAGE
#5 - Content, Technology & API Licensing SLIDE MASTER COVERPAGE
#6 - Partnerships, Exchanges & Trades SLIDE MASTER COVERPAGE
SLIDE MASTER COVERPAGE #7 - Paid Links
SLIDE MASTER COVERPAGE #8 - Link Reclamation
Social Media & the Web s Influencers SLIDE MASTER COVERPAGE
SLIDE MASTER COVERPAGE Influencers on the Web
The Power of the Linkerati SLIDE MASTER COVERPAGE
Content that Appeals to Influencers SLIDE MASTER COVERPAGE
Making Content Easy to Share SLIDE MASTER COVERPAGE
Making Content Easy to Share SLIDE MASTER COVERPAGE
Cannibalization of the Link Graph SLIDE MASTER COVERPAGE MMM LINK GRAPHS ARE DELICIOUS!
The Rise of the Social Graph SLIDE MASTER COVERPAGE
You have to do these right, before you can do these right Algorithmic Ranking Factors SLIDE MASTER COVERPAGE
Stay In Touch Dale Bertrand dale@chimaeralabs.com (617) 610-1987 110