intro to seo - get a bigger slice of the pie

presents

Intro to SEO: Get a Bigger Slice of the Pie

DALE BERTRAND@dbertrand

https://twitter.com/dbertrand

https://twitter.com/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

News

Web result

Images

Map

More web results

More Blended Search Results

Video

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

VS.


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

302s


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

75

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 [email protected]

(617) 610-1987

105

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