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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