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SEO For Startups – Columbia Startup Lab Workshop - AdLift

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SEO For Startups – Columbia Startup Lab Workshop. …

SEO For Startups – Columbia Startup Lab Workshop.
This was a the workshop conducted at Columbia Startup Lab by AdLift - Prashant Puri in July 2014, New York.

Published in: Marketing

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  • 1. AdLift – Delivering Search ROI SEO For Startups – Columbia Startup Lab July 2014 Presented by: Prashant Puri AdLift.com @puriprashant
  • 2. ADLIFT CONFIDENTIAL 2 @puriprashant Prashant Puri Founder of AdLift In love with SEO since 2004 ’05SEAS Columbia
  • 3. ADLIFT CONFIDENTIAL 3 @puriprashant AdLift: Driving SEO ROI 48% 10K # of Keywords Optimized # of Keywords Ranking in top 10 We analyze 1M pages/month
  • 4. ADLIFT CONFIDENTIAL 4 @puriprashant AdLift Is An Advisor to Leading Industry Events and Search Journals ADLIFT CONFIDENTIAL 4
  • 5. ADLIFT CONFIDENTIAL 5 @puriprashant Online Marketing Services that Drive Market Share PILLAR 1 Search Engine Optimization (SEO) • Data Mining & Keyword Research • Content Strategy • Technical SEO and Platform Architecture • Content Marketing PILLAR 2 Search Engine Marketing (SEM)/PPC • Competitor Research • Ad Budget Optimization • Predictive Modeling • A/B Multivariate Testing AdLift’s Pillars of Expertise Tracking & Measuring Performance Strategy & Planning
  • 6. ADLIFT CONFIDENTIAL 6 @puriprashant Agenda • SEO Fundamentals • Why SEO? • Natural Search vs. Paid Search • Click-Through Rates • SEO Ranking Factors • On-Page Optimization • Technical Optimization • Content Marketing • Reporting • Summary
  • 7. ADLIFT CONFIDENTIAL 7 @puriprashant Why SEO ?
  • 8. ADLIFT CONFIDENTIAL 8 @puriprashant Natural Search vs. Paid Search Natural Search Results = ~70% of traffic Paid Search Results = ~30% of traffic
  • 9. ADLIFT CONFIDENTIAL 9 @puriprashant Higher Rankings = More Traffic 36.4% 12.5% 9.5% 7.9% 6.1% 4.1% 3.8% 3.5% 3.0% 2.2% 0% 5% 10% 15% 20% 25% 30% 35% 40% #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Page 1 - Natural Search Click Through Rates - AVERAGE Moving from position #10 to #1 can result in a 1,500%+ increase in traffic * Data Source: 2011 Optify Study +60% of users click on the Top 3 results
  • 10. ADLIFT CONFIDENTIAL 10 @puriprashant Longer Term Investment = Higher ROI AdLift Internal Data $0.00 $0.01 $0.02 $0.03 $0.04 $0.05 $0.06 $0.07 $0.08 $0.09 Jan-13 Feb-13 M ar-13 Apr-13 M ay-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 M ar-14 Apr-14 M ay-14 Jun-14 SEO CPC SEO CPC
  • 11. ADLIFT CONFIDENTIAL 11 @puriprashant SEO Fundamentals
  • 12. ADLIFT CONFIDENTIAL 12 @puriprashant SEO in 2007 – Limited Factors Site Accessibility Keyword Research Links
  • 13. ADLIFT CONFIDENTIAL 13 @puriprashant SEO in 2014 – Increased Areas of Optimization Site Accessibility Schema.org Sitemaps Keyword Research On Page Content Authoriship Link Baiting Quality of Links Social Authority Mobile SEO Local SEO App Store Optimization Technical On-Page Content Content Marketing Devices
  • 14. ADLIFT CONFIDENTIAL 14 @puriprashant SEO – On Page Content
  • 15. ADLIFT CONFIDENTIAL 15 @puriprashant On Page SEO – Anatomy of a Search Listing Title Tag Page URL Meta Description
  • 16. ADLIFT CONFIDENTIAL 16 @puriprashant Keyword Research 16 •Use a keyword research tool like Google Adwords Keyword Planner to identify search volume potential for strategic terms: •https://adwords.google.com/ko/KeywordPlanner/Home •The key is to include keywords people are using to search for your products in the content you are creating Country Selector Language Selector Keywords Search Volume, Importance of a Keyword Other Keyword Ideas
  • 17. ADLIFT CONFIDENTIAL 17 @puriprashant Keyword Targeting: UberSuggest Google Keyword Planner UberSuggest – Google Suggest in One Place Research
  • 18. ADLIFT CONFIDENTIAL 18 @puriprashant Keyword Targeting: GrepWords (Paid)
  • 19. ADLIFT CONFIDENTIAL 19 @puriprashant Include keywords in your pages! 19 1. Title tag 2. Description tag 3. Header tag(s) 4. Body copy 5. Image ALT text 6. Link anchor text As Content Creators, you can help ensure strategic keywords appear in these KEY SEO COMPONENTS of a page: VERY IMPORTANT !
  • 20. ADLIFT CONFIDENTIAL 20 @puriprashant Body Copy Quick Snapshot: 1. Pages should have ~100 words of INDEXABLE copy – this does not include links 2. The SEO keywords targeted for the page should appear 2-3 times each in the copy 1. Primary goal is to make the text READABLE for users – no keyword stuffing or “forcing” 2. If it’s hard to “work in” the SEO keywords, the page might not be appropriate for those terms • Keywords Targeted on Body: diapers, eco- friendly diapers, natural diapers • Keywords rankings on Google: diapers #4 , eco-friendly diapers #6 - , natural diapers - #1
  • 21. ADLIFT CONFIDENTIAL 21 @puriprashant Link anchor text Quick Snapshot: 1. Link anchor text helps communicate the keyword focus for the DESTINATION page 2. The primary targeted keyword for the destination page should be included in the link anchor text 3. This is CRITICALLY important for SEO – it helps reinforce the keyword focus for the destination page 4. Links like click here and learn more provide NO SEO value 5. Links must ALWAYS point to the same version of the URL
  • 22. ADLIFT CONFIDENTIAL 22 @puriprashant Technical SEO
  • 23. ADLIFT CONFIDENTIAL 23 @puriprashant Crawlability / Link Architecture Home Page Tablets Kindle iPad Tablet eBooks Comics Teen Fiction Drama Essays Horror Accessories iPad Tablet NOOK Kindle Apps Games Children Ideal Architecture Makes Content Access Easy and Simple (for both users and bots) Home Topics Category Sub- Category
  • 24. ADLIFT CONFIDENTIAL 24 @puriprashant Understanding Flow of Page Rank (Link Equity) A B E C F G PageRank 8 PR (8*.85)/1 6.8 each PR (((8*.85)/1)*.85)/2 2.89 each PR (((8*.85)/1)*.85)/2)*.8 5)/2 1.22 each PR (((8*.85)/1)*.85)/2)*.8 5)/2)*.85)/2 0.52 each D Lower Number of Clicks to the Deepest Level Results in Higher Indexation Rate – Better Long Tail H
  • 25. ADLIFT CONFIDENTIAL 25 @puriprashant Common Pitfall - Duplicate Content
  • 26. ADLIFT CONFIDENTIAL 26 @puriprashant Duplicate Content - Issues 1. Overall PageRank Gets Diluted A B E C F G PageRank 8 PR (8*.85)/1 6.8 each PR (((8*.85)/1)*.85)/2 2.89 each PR (((8*.85)/1)*.85)/2)*.8 5)/2 1.22 each D PR (((8*.85)/1)*.85)/2)*.8 5)/2)*.85)/3 0.34 each GH 2. Neither Pages Might Not Rank
  • 27. ADLIFT CONFIDENTIAL 27 @puriprashant Duplicate Content – Solutions: Canonical Tags
  • 28. ADLIFT CONFIDENTIAL 28 @puriprashant Duplicate Content – Solutions: 301 Redirects
  • 29. ADLIFT CONFIDENTIAL 29 @puriprashant When Should I Use a Canonical vs. 301 Redirect • If you don’t need the duplicate page – use a 301 redirect • In instances when both pages are required (example: marketing, A/B Testing) – use a canonical page.
  • 30. ADLIFT CONFIDENTIAL 30 @puriprashant Difference Between 301 & 302 Redirects
  • 31. ADLIFT CONFIDENTIAL 31 @puriprashant When Should I Use a 301 redirect vs. 302 Redirect • If the page that you’re redirecting is coming back use a 302, otherwise use a 301 redirect
  • 32. ADLIFT CONFIDENTIAL 32 @puriprashant SEO Friendly URLs
  • 33. ADLIFT CONFIDENTIAL 33 @puriprashant http://www.abc.com/p/xyz/color/1100437663 Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters Deeper Folder Structure & Keywords Missing Search UN-Friendly URLs Remove numeric characters http://www.abc.com/s/?aud=tra&dref=9%2C1753%2C2945&sort=SA&store=eBOOK&view=grid
  • 34. ADLIFT CONFIDENTIAL 34 @puriprashant http://www.abc.com/tablets/nook-color Single domain Shallow folder structure with relevant words Keywords in page name, separated by hyphen Search Friendly URLs http://www.abc.com/ebooks/fiction/mystery Shallow folder structure with relevant words Keywords in page name
  • 35. ADLIFT CONFIDENTIAL 35 @puriprashant Sitemaps
  • 36. ADLIFT CONFIDENTIAL 36 @puriprashant Semantic Sitemaps: Taxonomy Based Sitemaps • Deeper understanding of how Google crawls your site • Analyze which section of the site is being better indexed as compared to other sections of the website.
  • 37. ADLIFT CONFIDENTIAL 37 @puriprashant Semantic Sitemaps Help Determine Categories that Need More Attention
  • 38. ADLIFT CONFIDENTIAL 38 @puriprashant Google Webmaster Tool
  • 39. ADLIFT CONFIDENTIAL 39 @puriprashant Google Webmaster Tools – Checklist 1. Add Sites to Google Webmaster Tool. 2. Submit Sitemaps 3. Monitor and Improve Live Review of the GWT
  • 40. ADLIFT CONFIDENTIAL 40 @puriprashant Content Marketing
  • 41. ADLIFT CONFIDENTIAL 41 @puriprashant Content Marketing – A 3 Pronged Approach Research: Identifying Target Keywords Strategy: Content Marketing Strategy Mitigating Risk
  • 42. ADLIFT CONFIDENTIAL 42 @puriprashant Keyword Targeting: What are MY Customers Looking For & How Do I Begin ? Google Keyword Planner Research
  • 43. ADLIFT CONFIDENTIAL 43 @puriprashant Creates Search Queries + Pings Twitter for Relevant Conversations: Content Runner Research
  • 44. ADLIFT CONFIDENTIAL 44 @puriprashant Low Hanging Fruit – Targeting Keywords Not Ranking in the top 10: SearchMetrics Research
  • 45. ADLIFT CONFIDENTIAL 45 @puriprashant Strategy 1: Competitor Analysis - Topically Relevant Sites Drill down and Analyze sites with high Social Engagement Strategy
  • 46. ADLIFT CONFIDENTIAL 46 @puriprashant Keyword Targeted Content: Google Alert Strategy
  • 47. ADLIFT CONFIDENTIAL 47 @puriprashant Strategy 2: Influencer Outreach – Leveraging Social Media Topically Relevant sites Strategy
  • 48. ADLIFT CONFIDENTIAL 48 @puriprashant Strategy 3: Image Attribution: Google Image Search Strategy
  • 49. ADLIFT CONFIDENTIAL 49 @puriprashant Mitigating Risk
  • 50. ADLIFT CONFIDENTIAL 50 @puriprashant The Panda & Penguin We Once Knew… Mitigating Risk
  • 51. ADLIFT CONFIDENTIAL 51 @puriprashant …Have Evolved
  • 52. ADLIFT CONFIDENTIAL 52 @puriprashant 4% 27% 18% 13% 8% 6% 4% 15% 2% 3% 0% 5% 10% 15% 20% 25% 30% 1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 Domain Authority vs Links Understanding Your Current Link Distribution: Moz Sample Size: 0-10k URLs Further Analysis Required Mitigating Risk
  • 53. ADLIFT CONFIDENTIAL 53 @puriprashant Poor Link Distribution Attributed to Low Quality Link Acquisition Mitigating Risk
  • 54. ADLIFT CONFIDENTIAL 54 @puriprashant Result: Annihilation of SEO Traffic 70% Drop in SEO visibility Mitigating Risk
  • 55. ADLIFT CONFIDENTIAL 55 @puriprashant Understanding Your Current Anchor Text Distribution: aHrefs KWs “ceiling fans” & “pendant lights” drive more links than longer tail anchor text “ceiling fans” “Longer tail” “pendant lights” Mitigating Risk
  • 56. ADLIFT CONFIDENTIAL 56 @puriprashant Understanding Your Current Landing Page Distribution: aHrefs Out of ~150k pages – top 7 pages drive 51% of the links Mitigating Risk
  • 57. ADLIFT CONFIDENTIAL 57 @puriprashant Deciding with Data
  • 58. ADLIFT CONFIDENTIAL 58 @puriprashant Reporting – Measuring ROI
  • 59. ADLIFT CONFIDENTIAL 59 @puriprashant Dealing with “not provided” Keyword level data decreased by 80% since Google Encryption
  • 60. ADLIFT CONFIDENTIAL 60 @puriprashant Rank Tracking – Tracking a Broader Set of Keywords
  • 61. ADLIFT CONFIDENTIAL 61 @puriprashant Landing Page Analysis – Tracking SEO Traffic for Core Landing Pages
  • 62. ADLIFT CONFIDENTIAL 62 @puriprashant Must-Do SEO Checklist • Know Your Audience • Leverage Google Keyword Planner & UberSuggest to Dive deep in to Keyword research • Install Google Webmaster Tool • Know your data – Make sure Google’s crawling your pages • Submit Sitemaps • Install Google Analytics • Its Free ! • Create Unique Title Tags/Desc for each page based on keyword research • Look out for Duplicate Content Issues • Kick-Start Content Marketing
  • 63. ADLIFT CONFIDENTIAL 63 @puriprashant Live Site Audits !
  • 64. ADLIFT CONFIDENTIAL 64 @puriprashant Acquire Amplify Advance Prashant Puri CEO & Co-Founder AdLift prashant@adlift.com

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