0
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, A...
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 satisfier...
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 ...
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 f...
Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
SLIDE MASTER – COVERPAGE
Unnecessary
Subdomain

...
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
- Av...
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
Intro to SEO - Get a Bigger Slice of the Pie
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Intro to SEO - Get a Bigger Slice of the Pie

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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

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

  1. 1. presents Intro to SEO: Get a Bigger Slice of the Pie DALE BERTRAND @dbertrand
  2. 2. Intro to Search Engine Optimization Get a Bigger Piece of the Pie January 13th 2013
  3. 3. Full service, results-driven, digital marketing agency (6 people – headquartered in Kendall Square) Specializing in SEO, AdWords, content marketing and email marketing automation.
  4. 4. Agenda • • • • • Why Search Marketing? How Search Engines Work Building Accessible Sites Keyword Research Link Building
  5. 5. Algorithmic Ranking Factors SLIDE MASTER – COVERPAGE
  6. 6. Why Search Marketing? SLIDE MASTER – COVERPAGE
  7. 7. 100 Billion Searches Each Month! SLIDE MASTER – COVERPAGE
  8. 8. SLIDE MASTER – COVERPAGE
  9. 9. Organic vs. Paid Search
  10. 10. Organic vs. Paid Search
  11. 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. 12. Blended Search Results Web result News Images Map More web results
  13. 13. More Blended Search Results Video Product listings
  14. 14. Local Results Carousel Different ranking algorithm (partially based Zagat restaurant reviews) #1 result may not get much traffic
  15. 15. This Presentation Focuses on: SLIDE MASTER – COVERPAGE
  16. 16. How Search Engines Work SLIDE MASTER – COVERPAGE
  17. 17. Crawling & Indexing Without links, the engines might – COVERPAGE SLIDE MASTER never find this page
  18. 18. Calculating Query-Independent Metrics SLIDE MASTER – COVERPAGE Via www.opensiteexplorer.org
  19. 19. Many Domains vs. One Domain SLIDE MASTER – COVERPAGE VS.
  20. 20. Domain Authority SLIDE MASTER – COVERPAGE
  21. 21. PageRank SLIDE MASTER – COVERPAGE
  22. 22. The Flow of PageRank SLIDE MASTER – COVERPAGE
  23. 23. PageRank is Split Evenly Between the Links on a Page SLIDE MASTER – COVERPAGE
  24. 24. PageRank is an Iterative Algorithm SLIDE MASTER – COVERPAGE
  25. 25. Nofollowing or Removing Links Can Alter the Flow of PageRank SLIDE MASTER – COVERPAGE
  26. 26. Google Says they use PageRank to Crawl SLIDE MASTER – COVERPAGE
  27. 27. SLIDE MASTER – COVERPAGE
  28. 28. Algorithmic Ranking Factors SLIDE MASTER – COVERPAGE
  29. 29. Algorithmic Ranking Factors SLIDE MASTER – COVERPAGE
  30. 30. Building Accessible Sites SLIDE MASTER – COVERPAGE
  31. 31. Crawlability / Link Architecture SLIDE MASTER – COVERPAGE
  32. 32. Duplicate Content & Canonicalization SLIDE MASTER – COVERPAGE
  33. 33. Duplicate Content & Canonicalization SLIDE MASTER – COVERPAGE
  34. 34. Canonical URL Tag SLIDE MASTER – COVERPAGE
  35. 35. 301 Redirects SLIDE MASTER – COVERPAGE 302s
  36. 36. Duplicate Titles & Meta Descriptions SLIDE MASTER – COVERPAGE
  37. 37. 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
  38. 38. 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
  39. 39. Fixing Broken Links & 404s SLIDE MASTER – COVERPAGE
  40. 40. Blocking Robots SLIDE MASTER – COVERPAGE
  41. 41. Blocking Robots SLIDE MASTER – COVERPAGE
  42. 42. XML Sitemaps SLIDE MASTER – COVERPAGE www.sitemaps.org/protocol.php
  43. 43. Webmaster Tools (Google) SLIDE MASTER – COVERPAGE
  44. 44. Webmaster Tools (Bing) SLIDE MASTER – COVERPAGE
  45. 45. Important Tags & Signals SLIDE MASTER – COVERPAGE
  46. 46. Title Tags SLIDE MASTER – COVERPAGE
  47. 47. Meta Descriptions SLIDE MASTER – COVERPAGE
  48. 48. Tag Length Recommendations SLIDE MASTER – COVERPAGE
  49. 49. Anchor Text SLIDE MASTER – COVERPAGE
  50. 50. Page Copy SLIDE MASTER – COVERPAGE
  51. 51. Image Alt Attributes Good keyword usage in the alt tag SLIDE MASTER – COVERPAGE
  52. 52. Not So Important SLIDE MASTER – COVERPAGE
  53. 53. Meta Keywords Tag SLIDE MASTER – COVERPAGE
  54. 54. H1, H2, H(x) Tags SLIDE MASTER – COVERPAGE
  55. 55. Search Engine “Submission” SLIDE MASTER – COVERPAGE
  56. 56. Algorithmic Ranking Factors SLIDE MASTER – COVERPAGE
  57. 57. Keyword Research + Targeting SLIDE MASTER – COVERPAGE
  58. 58. The Goals of Keyword Research SLIDE MASTER – COVERPAGE
  59. 59. Choose the “Best” Words/Phrases to Target SLIDE MASTER – COVERPAGE
  60. 60. Example High Value Keyword - High volume - Low competition - Relevant (likely to convert)
  61. 61. More About High Value Keywords Other metrics - Revenue - Time on site - Pages visited - Landing page conversion rate - Average basket size (ecommerce)
  62. 62. Measuring Relative Search Volume
  63. 63. Predict the Effort Required to Rank Well SLIDE MASTER – COVERPAGE
  64. 64. Understanding Keyword Demand SLIDE MASTER – COVERPAGE
  65. 65. The Long Tail of Keyword Demand SLIDE MASTER – COVERPAGE
  66. 66. SLIDE MASTER – COVERPAGE
  67. 67. SLIDE MASTER – COVERPAGE
  68. 68. SLIDE MASTER – COVERPAGE
  69. 69. Tools & Tactics for Brainstorming SLIDE MASTER –& Refining Your Keywords COVERPAGE
  70. 70. Salespeople & Customers SLIDE MASTER – COVERPAGE
  71. 71. Keyword Research Process Hint: If your budget allows, use broad match to discover new keywords 72
  72. 72. Internal Site Search Stats
  73. 73. Competitive Keyword Research SLIDE MASTER – COVERPAGE Restrict query to competitor’s domain
  74. 74. Keyword Research Tools 75
  75. 75. Keyword Planner (Google AdWords)
  76. 76. Measuring Keyword Difficulty & Competition SLIDE MASTER – COVERPAGE
  77. 77. Run Search Queries Wikipedia page High authority domain Local listings
  78. 78. Conduct a Competitive Analysis of Metrics SLIDE MASTER – COVERPAGE
  79. 79. Use Helpful Tools Keyword difficulty Scale: 1-100%
  80. 80. Link Building Strategies SLIDE MASTER – COVERPAGE
  81. 81. What Goals Can Link Building Help Us Achieve? SLIDE MASTER – COVERPAGE
  82. 82. Improve Individual Rankings SLIDE MASTER – COVERPAGE
  83. 83. Improve a Domain’s Ability to Rank Pages SLIDE MASTER – COVERPAGE
  84. 84. Achieve More Complete Indexation SLIDE MASTER – COVERPAGE
  85. 85. Send Converting Traffic SLIDE MASTER – COVERPAGE Image Credit: websiteoptimization.com
  86. 86. The 8 Basic Kinds of Link Building SLIDE MASTER – COVERPAGE
  87. 87. #1 - Manual Link Submissions/Requests SLIDE MASTER – COVERPAGE
  88. 88. #2 - Competitive Link Research/Acquisition SLIDE MASTER – COVERPAGE
  89. 89. #3 - Links via Embedded Content SLIDE MASTER – COVERPAGE
  90. 90. #4 - Linkbait & Viral Campaigns SLIDE MASTER – COVERPAGE
  91. 91. #5 - Content, Technology & API Licensing SLIDE MASTER – COVERPAGE
  92. 92. #6 - Partnerships, Exchanges & Trades SLIDE MASTER – COVERPAGE
  93. 93. #7 - Paid Links SLIDE MASTER – COVERPAGE
  94. 94. #8 - Link Reclamation SLIDE MASTER – COVERPAGE
  95. 95. Social Media & the Web’s Influencers SLIDE MASTER – COVERPAGE
  96. 96. Influencers on the Web SLIDE MASTER – COVERPAGE
  97. 97. The Power of the “Linkerati” SLIDE MASTER – COVERPAGE
  98. 98. Content that Appeals to Influencers SLIDE MASTER – COVERPAGE
  99. 99. Making Content Easy to Share SLIDE MASTER – COVERPAGE
  100. 100. Making Content Easy to Share SLIDE MASTER – COVERPAGE
  101. 101. Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS! SLIDE MASTER – COVERPAGE
  102. 102. The Rise of the Social Graph SLIDE MASTER – COVERPAGE
  103. 103. You have to do these right, before you can do these right Algorithmic Ranking Factors SLIDE MASTER – COVERPAGE
  104. 104. Stay In Touch Dale Bertrand dale@chimaeralabs.com (617) 610-1987 105
  105. 105. Course Title Course Title INSTRUCTOR NAME
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