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AdLift – Delivering Search ROI
SEO For Startups – Columbia Startup Lab
July 2014
Presented by:
Prashant Puri
AdLift.com
@puriprashant
ADLIFT CONFIDENTIAL 2
@puriprashant
Prashant Puri
Founder of AdLift
In love with SEO since
2004
’05SEAS Columbia
ADLIFT CONFIDENTIAL 3
@puriprashant
AdLift: Driving SEO ROI
48%
10K
# of
Keywords
Optimized
# of
Keywords
Ranking in
top 10
We analyze 1M
pages/month
ADLIFT CONFIDENTIAL 4
@puriprashant
AdLift Is An Advisor to Leading Industry Events and Search Journals
ADLIFT CONFIDENTIAL 4
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
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
ADLIFT CONFIDENTIAL 7
@puriprashant
Why SEO ?
ADLIFT CONFIDENTIAL 8
@puriprashant
Natural Search vs. Paid Search
Natural Search Results
= ~70% of traffic
Paid Search Results
= ~30% of traffic
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
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
ADLIFT CONFIDENTIAL 11
@puriprashant
SEO Fundamentals
ADLIFT CONFIDENTIAL 12
@puriprashant
SEO in 2007 – Limited Factors
Site
Accessibility
Keyword
Research
Links
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
ADLIFT CONFIDENTIAL 14
@puriprashant
SEO – On Page Content
ADLIFT CONFIDENTIAL 15
@puriprashant
On Page SEO – Anatomy of a Search Listing
Title Tag
Page URL
Meta Description
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
ADLIFT CONFIDENTIAL 17
@puriprashant
Keyword Targeting: UberSuggest
Google Keyword Planner
UberSuggest – Google Suggest
in One Place
Research
ADLIFT CONFIDENTIAL 18
@puriprashant
Keyword Targeting: GrepWords (Paid)
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 !
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
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
ADLIFT CONFIDENTIAL 22
@puriprashant
Technical SEO
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
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
ADLIFT CONFIDENTIAL 25
@puriprashant
Common Pitfall - Duplicate Content
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
ADLIFT CONFIDENTIAL 27
@puriprashant
Duplicate Content – Solutions: Canonical Tags
ADLIFT CONFIDENTIAL 28
@puriprashant
Duplicate Content – Solutions: 301 Redirects
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.
ADLIFT CONFIDENTIAL 30
@puriprashant
Difference Between 301 & 302 Redirects
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
ADLIFT CONFIDENTIAL 32
@puriprashant
SEO Friendly URLs
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
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
ADLIFT CONFIDENTIAL 35
@puriprashant
Sitemaps
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.
ADLIFT CONFIDENTIAL 37
@puriprashant
Semantic Sitemaps Help Determine Categories that Need More
Attention
ADLIFT CONFIDENTIAL 38
@puriprashant
Google Webmaster Tool
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
ADLIFT CONFIDENTIAL 40
@puriprashant
Content Marketing
ADLIFT CONFIDENTIAL 41
@puriprashant
Content Marketing – A 3 Pronged Approach
Research:
Identifying
Target
Keywords
Strategy:
Content
Marketing
Strategy
Mitigating Risk
ADLIFT CONFIDENTIAL 42
@puriprashant
Keyword Targeting: What are MY
Customers Looking For & How Do I Begin ?
Google Keyword Planner
Research
ADLIFT CONFIDENTIAL 43
@puriprashant
Creates Search Queries + Pings Twitter for
Relevant Conversations: Content Runner
Research
ADLIFT CONFIDENTIAL 44
@puriprashant
Low Hanging Fruit – Targeting Keywords
Not Ranking in the top 10: SearchMetrics
Research
ADLIFT CONFIDENTIAL 45
@puriprashant
Strategy 1: Competitor Analysis - Topically
Relevant Sites
Drill down and Analyze sites
with high Social Engagement
Strategy
ADLIFT CONFIDENTIAL 46
@puriprashant
Keyword Targeted Content: Google Alert Strategy
ADLIFT CONFIDENTIAL 47
@puriprashant
Strategy 2: Influencer Outreach – Leveraging Social
Media
Topically Relevant
sites
Strategy
ADLIFT CONFIDENTIAL 48
@puriprashant
Strategy 3: Image Attribution: Google
Image Search
Strategy
ADLIFT CONFIDENTIAL 49
@puriprashant
Mitigating Risk
ADLIFT CONFIDENTIAL 50
@puriprashant
The Panda & Penguin We Once Knew…
Mitigating Risk
ADLIFT CONFIDENTIAL 51
@puriprashant
…Have Evolved
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
ADLIFT CONFIDENTIAL 53
@puriprashant
Poor Link Distribution Attributed to Low
Quality Link Acquisition
Mitigating Risk
ADLIFT CONFIDENTIAL 54
@puriprashant
Result: Annihilation of SEO Traffic
70% Drop in SEO
visibility
Mitigating Risk
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
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
ADLIFT CONFIDENTIAL 57
@puriprashant
Deciding with Data
ADLIFT CONFIDENTIAL 58
@puriprashant
Reporting – Measuring ROI
ADLIFT CONFIDENTIAL 59
@puriprashant
Dealing with “not provided”
Keyword level data decreased by 80% since Google Encryption
ADLIFT CONFIDENTIAL 60
@puriprashant
Rank Tracking – Tracking a Broader Set of Keywords
ADLIFT CONFIDENTIAL 61
@puriprashant
Landing Page Analysis – Tracking SEO Traffic for Core Landing Pages
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
ADLIFT CONFIDENTIAL 63
@puriprashant
Live Site Audits !
ADLIFT CONFIDENTIAL 64
@puriprashant
Acquire
Amplify
Advance
Prashant Puri
CEO & Co-Founder
AdLift
prashant@adlift.com

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