• Share
  • Email
  • Embed
  • Like
  • Private Content
Intro to SEO - Get a Bigger Slice of the Pie
 

Intro to SEO - Get a Bigger Slice of the Pie

on

  • 966 views

SEO. It's famously vague. Different search engines have different website placement methods - you want to know 'em all. Learning those can help get your website on the top of the seach bar. Building ...

SEO. It's famously vague. Different search engines have different website placement methods - you want to know 'em all. Learning those can help get your website on the top of the seach bar. Building strong SEO is a matter of setting the right objectives, finding relevant key words, and creating content that attracts traffic. Learn all the basics with Dale Bertrand, owner of Chimaera Labs.

Learn more from the experts by visiting http://intelligent.ly

Learn more from

Statistics

Views

Total Views
966
Views on SlideShare
962
Embed Views
4

Actions

Likes
0
Downloads
19
Comments
0

1 Embed 4

http://podidoo.com 4

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Intro to SEO - Get a Bigger Slice of the Pie Intro to SEO - Get a Bigger Slice of the Pie Presentation Transcript

    • presents Intro to SEO: Get a Bigger Slice of the Pie DALE BERTRAND @dbertrand
    • Intro to Search Engine Optimization Get 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
    • Algorithmic Ranking Factors SLIDE MASTER – COVERPAGE
    • Why Search Marketing? SLIDE MASTER – COVERPAGE
    • 100 Billion Searches Each Month! SLIDE MASTER – COVERPAGE
    • SLIDE MASTER – COVERPAGE
    • 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 Web result News Images Map More web results
    • More Blended Search Results Video Product listings
    • Local Results Carousel Different ranking algorithm (partially based Zagat restaurant reviews) #1 result may not get much traffic
    • This Presentation Focuses on: SLIDE MASTER – COVERPAGE
    • How Search Engines Work SLIDE MASTER – COVERPAGE
    • Crawling & Indexing Without links, the engines might – COVERPAGE SLIDE MASTER never find this page
    • Calculating Query-Independent Metrics SLIDE MASTER – COVERPAGE Via www.opensiteexplorer.org
    • Many Domains vs. One Domain SLIDE MASTER – COVERPAGE VS.
    • Domain Authority SLIDE MASTER – COVERPAGE
    • PageRank SLIDE MASTER – COVERPAGE
    • The Flow of PageRank SLIDE MASTER – COVERPAGE
    • 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
    • SLIDE MASTER – COVERPAGE
    • Algorithmic Ranking Factors SLIDE MASTER – COVERPAGE
    • Algorithmic Ranking Factors SLIDE MASTER – COVERPAGE
    • Building Accessible Sites SLIDE MASTER – COVERPAGE
    • Crawlability / Link Architecture SLIDE MASTER – COVERPAGE
    • Duplicate Content & Canonicalization SLIDE MASTER – COVERPAGE
    • Duplicate Content & Canonicalization SLIDE MASTER – COVERPAGE
    • Canonical URL Tag SLIDE MASTER – COVERPAGE
    • 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 No keywords in the URL string Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters
    • Fixing Broken Links & 404s SLIDE MASTER – COVERPAGE
    • Blocking Robots SLIDE MASTER – COVERPAGE
    • Blocking Robots SLIDE MASTER – COVERPAGE
    • XML Sitemaps SLIDE MASTER – COVERPAGE www.sitemaps.org/protocol.php
    • 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 SLIDE MASTER – COVERPAGE
    • Tag Length Recommendations SLIDE MASTER – COVERPAGE
    • Anchor Text SLIDE MASTER – COVERPAGE
    • Page Copy SLIDE MASTER – COVERPAGE
    • Image Alt Attributes Good keyword usage in the alt tag SLIDE MASTER – COVERPAGE
    • Not So Important SLIDE MASTER – COVERPAGE
    • Meta Keywords Tag SLIDE MASTER – COVERPAGE
    • H1, H2, H(x) Tags SLIDE MASTER – COVERPAGE
    • 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
    • SLIDE MASTER – COVERPAGE
    • SLIDE MASTER – COVERPAGE
    • SLIDE MASTER – COVERPAGE
    • Tools & Tactics for Brainstorming SLIDE MASTER –& Refining Your Keywords COVERPAGE
    • Salespeople & Customers SLIDE MASTER – COVERPAGE
    • 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 Restrict query to competitor’s domain
    • Keyword Research Tools 75
    • Keyword Planner (Google AdWords)
    • Measuring Keyword Difficulty & Competition SLIDE MASTER – COVERPAGE
    • Run Search Queries Wikipedia page High authority domain Local listings
    • Conduct a Competitive Analysis of Metrics SLIDE MASTER – COVERPAGE
    • Use Helpful Tools Keyword difficulty Scale: 1-100%
    • Link Building Strategies SLIDE MASTER – COVERPAGE
    • What Goals Can Link Building Help Us Achieve? SLIDE MASTER – COVERPAGE
    • 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
    • #7 - Paid Links SLIDE MASTER – COVERPAGE
    • #8 - Link Reclamation SLIDE MASTER – COVERPAGE
    • Social Media & the Web’s Influencers SLIDE MASTER – COVERPAGE
    • Influencers on the Web SLIDE MASTER – COVERPAGE
    • 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 MMM… LINK GRAPHS ARE DELICIOUS! SLIDE MASTER – COVERPAGE
    • 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 105
    • Course Title Course Title INSTRUCTOR NAME