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SEARCH ENGINE OPTIMZATON
NREC IMA Conference
09.17.12
AGENDA
Item
Time
About Primacy
5 minutes
What is SEO - Overview
10 minutes
Basic SEO Principles
10 minutes
SEO Definitions
5 minutes
SEO Recommendations
15 minutes
Next Steps
5 minutes
TOTAL TIME
SEO Strategy
50 MINUTES
NREC IMA Conference
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About Primacy
 Full-service digital agency
 Interactive focus for 11+ years
 Technical DNA
We Bring Meaningful Impact to Digital Experiences
 Independently-owned
 Consistent, managed growth
 85+ employees in CT, Boston and NYC
 Top agency / brand talent from industry leaders,
including:
Digitas, Razorfish, Modem Media, The Walt
Disney Company, Accenture
SEO Strategy
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Capabilities
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Cross-Industry
Experience
Small agency feel with
national footprint.
 Education
 Financial Services
 Health
95% + Client Retention Rate
 Consumer
 Manufacturing
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What is SEO and why is it Important?
 SEO is the optimization of
organic search results
 60 - 90% of internet sessions
start with search
 70% of users click on organic
results (vs. 30% for paid)
•
Google Position 1 CTR: 18%
•
Google Position 10 CTR: 1%
SEO Strategy
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Primacy Approach to SEO
Discovery &
Strategy
Targeted
Keyword List
Build a focused list,
based on relevance and
opportunity
Monitoring &
Reporting
Site/Technical
Optimization
Page/Site
Optimization
Optimize page structure
and content for top
keywords
Website Links
Inbound Link
Building
SEO Strategy
Content/PR
Optimization
Increase the number of inbound links, manage
internal and external links
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Search Overview – branded search
Sitelinks
Organic Search
Results (SEO)
SEO Strategy
News results
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Search Overview – unbranded search
Paid search
Local search
Paid search
Organic search
results (SEO)
SEO Strategy
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Organic Search Engine Ranking:
Basic Principles
Factors that impact how your site is ranked/whether
your page is returned in an organic search:
 Pages and Keywords
-
Keywords are entered in search queries
-
Website pages are indexed by keyword, ranked and
returned in results pages
 Rankings based on Relevance
-
Keywords on page vs. keywords in search
-
Volume of similar content
-
Freshness of content
 Rankings based on Authority
-
Page Rank
-
Quality of in-bound links
-
Quantity of in-bound links
-
Internal linking within the site
-
Domain age
SEO Strategy
NREC IMA Conference
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SEO Methodologies
Importance
Why should the search engines rank your site above
others with similar content?
On-Page
Optimization
Content
Internal Links
Navigation
Headers (h1, h2)
Image Alt Tags
Off-Page
Optimization
Domain Strength
Meta Title Tags
Meta Descriptions
Relevance
Do your pages match the keywords being searched?
URL Structure/KW
XML Sitemaps
Inbound Links
SEO Strategy
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SEO Definitions – Off Page Elements
1 - Domain Strength: site importance relative to the
web universe
2 - Meta Title: website page title tag, used as the
headline in organic search results
3 - Meta Descriptions: website page description,
used as marketing copy below the headline in
organic search results
4 - URL structure: website domain, directories and
filenames
5 - XML Sitemap: the file that details the website
content for indexing by search engine spiders
6 - Inbound Links: text or graphics from other sites
with destination links to your site
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SEO Definitions – On Page Elements
7 - Content: web page content, including text,
images, links, audio, and video
8 - Internal Links: text or graphics within your
site with destination links to other pages
within your site
9 - Navigation: the experience and technology
helping visitors move from one page to
another within your site
10 - Semantic Headers: page headings (h1,
h2, h3) – the h1 is the informal “on-page” title
tag
11 -Image alt tags: text associated with images,
readable by search engine spiders
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Organic SEO
Title tag

Opportunities:
- Targeted Traffic
- Brand visibility, credibility
- Long term positioning
Meta – description tag
- Better user experience
- Cost effective

Approach:
- Build targeted keyword list based on
relevance and opportunity
- Optimize page elements – page structure
and content
- Improve Site Architecture & Navigation
- Increase and improve website links –
external and internal links
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Why is Keyword Research So Important?


Keyword Research:
Keyword
Monthly
Searches
Competing
Pages
1,220,000
3,160,000

Reveals the phrases being used in
search

Documents the volume of searches for
each term
1
Auto Insurance

Shows the level of competing pages
for each term
2
Auto Insurance Quotes
90,500
371,000
3
Collision Insurance
8,100
5,280
With keyword research, you can
answer the important questions:

Do you have content for the most
popular terms?
4
Auto Insurance Coverage
8,100
24,000

Which pages / content will need to be
added?
5
Collision Coverage
4,400
4,240

How do I prioritize my efforts?
SEO Strategy
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Keyword Research / Content Optimization

Keyword Research
- Perform keyword research to help
prioritize new site content development
-
New directory/page creation
-
Existing page content enhancement
- Assign primary and secondary keywords
to critical site pages

Full Page Content Optimization
- Perform page level optimization of the
following elements:
-
Meta data (title, description, keyword tags)
-
Page copy
-
Semantic headers (H1, H2, H3, etc.) and
supporting copy
-
Internal/external text links
-
Alt tags
SEO Strategy
NREC IMA Conference
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Site Audit & Architecture Optimization

Current Site Audits & Benchmark
Directory Consolidation +
Folder/filename Optimization
- Audit sites for SEO best practices
- Create detailed sitemap to document
every page of content
- Conduct performance benchmark analysis

Current: us.boehringer-ingelheim.com/
news_events/press_releases/press_release_
archive/2012/september_3_2012.html
Architecture Optimization
- Optimize folders and filenames based on
SEO best practices
Should be: us.boehringer-ingelheim.com/
- Map content from old sites to new site,
implement 301 re-directs
press-releases/2012/09-03-12-first-phasedata-tiotropium-asthma-ics-laba.html
folder, filename optimization
SEO Strategy
NREC IMA Conference
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Local SEO – Approach & Opportunities

Opportunities
- Highly targeted local traffic
- Brand visibility, double the 1st page
exposure
- Not as competitive as national search
- Credibility, better user experience
- Cost effective

Approach
- Establish ownership of key listings
- Assess sources used to provide local
business information
- Optimize listings including content,
images, videos and reviews
- Target niche vertical directory sites
SEO Strategy
NREC IMA Conference
Mobile SEO

Opportunities:
- Landing pages: increase number of pages driving
mobile traffic
- Platform presence: document and monitor traffic
from Tablets / Smartphones
- Site engagement: increase the number of
pages/visit

Approach:
- Understand mobile intent/needs for content
- Create mobile sitemap & submit to search
engines
- Optimize for mobile search keywords
SEO Strategy
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Social SEO

Opportunities:
- Get social media assets ranked in search:
-
Facebook
-
Twitter
-
LinkedIn
-
YouTube
- Google+ brand pages included in search results

Approach:
- Video & YouTube Optimization:
•
•
Video titles, descriptions, tags
Add transcripts, captions, annotations
- Facebook & Twitter Optimization:
•
•
Invite visitors into social circle
Encourage visitors to take social action
- Google+ Local Optimization:
•
•
Create relationship with main website
Customize content on Google+ local page
SEO Strategy
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Where should I start?
 Figure out how you’re doing today:
- Organic traffic and rankings:
- Google Analytics, Google Webmaster Tools
- Site indexing/errors/duplicate content:
- Google Webmaster Tools
 Take care of the basics
- Make sure you’re ranking for branded search
- Fix any errors
- Develop a plan to address duplicate content
- Create and submit an XML sitemap
 Develop a plan to optimize for top unbranded keywords using best practices
discussed today
SEO Strategy
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Google Analytics

Google Analytics provides
most of the key performance
reporting required for SEO
analysis:
-
Traffic by keyword
-
Top organic search landing pages
-
Traffic by search engine
-
Desktop and mobile organic traffic
-
Create custom reports / advanced
segments to provide traffic/landing
page reports for:
-
Branded keywords
-
Unbranded keywords
SEO Strategy
2012
2011
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Google Webmaster Tools

Google Webmaster Tools
provides critical insights into
organic search performance:
-
Ranking/CTR by keyword
-
Meta data performance
-
Site Indexing
-
Crawl Errors
-
URL Errors
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Free SEO Tools:
1.) Google Keyword Tool – Help find related keywords or phrases that are
popular on Google – Learn about the competition your facing
2.) Google Trends – Shows how often a search-term is entered relative to the
total-search volume across various regions of the world
3.) Google Insights – Unlike Google Trends, GI provides a visual
representation of regional interest on a country's map. Also shows top searches
and rising searches
4.) SEO Quake – Browser plugin for Chrome, FireFox and helps you obtain
information about any site such as page rank, keyword density, SEO health
5.) Google Analytics – Provides a deep analysis and insights about the visitors
to your website – Allows your to easily track all your marketing initiatives and
measure ROI and conversions
6.) Google Webmaster Tools – Another free service that allows you to check
indexing status, optimize visibility, find search queries that led to your site, and
find links to your site which displays which sites most link to you
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THANK YOU
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