SEO Tactics
de Bogdan Chertes
Marketing Strategist @ Adfix
!

http://bit.ly/SEO_tactics
Despre mine
Actual profile pic
on all social media accounts :)
•

Bogdan
Chertes

•
•

•

@bogdanch

•
•

•

bc@adfix.ro

•
...
Search Engine Basics
cum functioneaza si cum a evoluat search-ul recent
Search Engine Basics
Reclame
Adwords

•

User tasteaza o expresie

•

Google cauta in index cele
mai relevante rezultate

...
Inca 2 exemple de SERP
Adwords

Organic #1

Image Pack

Organic #2

Organic #3

Map inlay

Local Listings
Si inca unul :)
News inlay

Efectul?
!

Raspunsuri mai rapide la intrebarile userului
si
!

Diminuarea numarului de rezult...
Procesul SEO
The SEO Pyramid

}

Off Site

On Site

{
y/1h4XClz

Information Architecture

Flat site hierarchy

Deep site hierarchy

Good For SEO

Bad For SEO
Bad For SEO

Inde...
Titles & Descriptions
Majoritatea si-au dat seama de importanta includerii
keyword-urilor in titlu si descriere
Dar…

Unii...
Impactul Meta asupra SERP
•

Titlul si descrierea apar in
SERP

•

Influenteaza CTR

•

CTR = Afisari / clicker

•

CTR mare...
Duplicates, redirects and canonical
•

Vizual individualizam o pagina dupa
continut

•

Google, dupa URL
•
•

trailing / s...
Planificare campanie
Planificare
Metode de masurare
•

Masuram Rankings

•

Organic Traffic

•

Segmentam traficul de
brand de cel non-brand
Rezultate (metrics)
•

Masurare conversii:
•
•

leads

•

signups

•

•

ecommerce (tranzactii)

engagement (like, share,
...
Keyword research
•

Tools:
•
•

SEMrush (paid)

•
•

Adwords Keyword Planner

SEO PowerSuite (paid)

Fara tools:
•

search...
Analiza 1
Daca exista date istorice de conversie
+
Competitie
+
Rank actual
=
Merita investit intr-o campanie SEO pentru k...
Analiza 2
Nu exista date istorice de conversie
!

Campanie Adwords targetata pe cuvintele din research
+
Rank actual
=
Mer...
Link Prospecting metrics
•

folositit cat mai putin Page
Rank

•

Domain Authority, Page
Authority, mozRank

•

Social met...
Link Prospecting Steps
•

Cool content

•

Contacteaza prospecti
relevanti

•

Ofera ceva in schimb!

•

Atentie la link v...
Bonus: Penalties &
recovery
De unde incepem?
•

Identificam update-ul care ne-a afectat (Panda, Pengiun, Exact
Match Domains etc..)

•

Cum?

•

Compar...
Diagnoza trafic

Penguin

Panda
Dissavow links
There is no secret sauce

Backlink profiling
•

toxic links

•

over optimized anchor text

•

too many links for the same ...
Next steps

•

Submit disavow links file to Google through
Webmaster tools

•

Wait for it
Thanks
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Seo tactics: tips & tricks

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Seo tactics: tips & tricks

  1. 1. SEO Tactics de Bogdan Chertes Marketing Strategist @ Adfix ! http://bit.ly/SEO_tactics
  2. 2. Despre mine Actual profile pic on all social media accounts :) • Bogdan Chertes • • • @bogdanch • • • bc@adfix.ro • www.adfix.ro • Pasionat de web de pe vremea dial-up Inceput cu web design Colaborat cu firme din Ro in prezent consultant pentru companii din US, UK, Australia & Middle East
  3. 3. Search Engine Basics cum functioneaza si cum a evoluat search-ul recent
  4. 4. Search Engine Basics Reclame Adwords • User tasteaza o expresie • Google cauta in index cele mai relevante rezultate • Returneaza o pagina de rezultate (SERP) Rezultate organice Cautari Similare Exemplu de SERP
  5. 5. Inca 2 exemple de SERP Adwords Organic #1 Image Pack Organic #2 Organic #3 Map inlay Local Listings
  6. 6. Si inca unul :) News inlay Efectul? ! Raspunsuri mai rapide la intrebarile userului si ! Diminuarea numarului de rezultate organice in SERP Knowledge Graph Peste 80 de tipuri de SERP, aici: http://slidesha.re/1hZqOvK
  7. 7. Procesul SEO
  8. 8. The SEO Pyramid } Off Site On Site {
  9. 9. y/1h4XClz Information Architecture Flat site hierarchy Deep site hierarchy Good For SEO Bad For SEO Bad For SEO Indexare mai buna a paginilor Sanse mai mari de ranking Articol despre ierarhii: http://bit.ly/1h4XClz
  10. 10. Titles & Descriptions Majoritatea si-au dat seama de importanta includerii keyword-urilor in titlu si descriere Dar… Unii au exagerat :) Keyword Stuffing = not good
  11. 11. Impactul Meta asupra SERP • Titlul si descrierea apar in SERP • Influenteaza CTR • CTR = Afisari / clicker • CTR mare => Creste rank • CTR mic => Scade rank Meta Title Meta Description
  12. 12. Duplicates, redirects and canonical • Vizual individualizam o pagina dupa continut • Google, dupa URL • • trailing / sau fara • • www vs. non-www parametrii URL (?sort=desc) Tips: • 301 redirects • Canonical tags • don’t use 302 redirects (bad for SEO)
  13. 13. Planificare campanie
  14. 14. Planificare
  15. 15. Metode de masurare • Masuram Rankings • Organic Traffic • Segmentam traficul de brand de cel non-brand
  16. 16. Rezultate (metrics) • Masurare conversii: • • leads • signups • • ecommerce (tranzactii) engagement (like, share, comment etc.) Nu uitati de revenue, fiecare conversie trebuie sa aiba o valoare in bani
  17. 17. Keyword research • Tools: • • SEMrush (paid) • • Adwords Keyword Planner SEO PowerSuite (paid) Fara tools: • search operators (allintitle:”laptopuri”) • similar keywords • number of results (competition)
  18. 18. Analiza 1 Daca exista date istorice de conversie + Competitie + Rank actual = Merita investit intr-o campanie SEO pentru keyword?
  19. 19. Analiza 2 Nu exista date istorice de conversie ! Campanie Adwords targetata pe cuvintele din research + Rank actual = Merita investit intr-o campanie SEO pentru keyword?
  20. 20. Link Prospecting metrics • folositit cat mai putin Page Rank • Domain Authority, Page Authority, mozRank • Social metrics (likes, shares etc) • Tools: Google search operators, Moz Chrome Extension, BuzzStream, Link Research Tools
  21. 21. Link Prospecting Steps • Cool content • Contacteaza prospecti relevanti • Ofera ceva in schimb! • Atentie la link velocity • Nu impuneti modul de linkuire (anchor text)
  22. 22. Bonus: Penalties & recovery
  23. 23. De unde incepem? • Identificam update-ul care ne-a afectat (Panda, Pengiun, Exact Match Domains etc..) • Cum? • Comparam datele cand au fost lasate update-urile cu traficul din Analytics (Google Algorithm Change History: http://moz.com/ google-algorithm-change) • Tool-uri pt analytics: • Chartelligence http://www.chartelligence.com/ • Panguin tool: http://www.barracuda-digital.co.uk/panguin-tool/
  24. 24. Diagnoza trafic Penguin Panda Dissavow links
  25. 25. There is no secret sauce Backlink profiling • toxic links • over optimized anchor text • too many links for the same source • Advanced link analysis tools: • MajesticSEO There is no secret sauce • moz.com • LinkResearchTools.com
  26. 26. Next steps • Submit disavow links file to Google through Webmaster tools • Wait for it
  27. 27. Thanks
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