Chimaera Labs Intro to SEO 042616

Intro to Search Engine Optimization
Dale Bertrand, Chimaera Labs
Online
leadsearch
generation
for techfor
companies
Scalable
marketing
large content
We’re
hiring!
websites
and venture-backed start-ups
Results-driven, digital marketing agency
(8 people – located in Kendall Square)
• SEO
• Content Marketing
• AdWords
• Social Advertising
Agenda
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•
•
•
•
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Why Search Marketing?
How Search Engines Work
Case Study
Building Accessible Sites
Keyword Research
Link Building
Why Search Marketing?
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Google Searches per Month
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Organic vs. Paid Search
Organic vs. Paid Search
Relevance and Authority
Puppy Adoption
Animal Rescue League
Pet supplies
Relevance and Authority
Click-Through Rates
Why such a substantial CTR drop off?
• Refined search rather than scrolling
• Searchers are satisfiers not optimizers
• People assume the best results are first
Blended Search Results
More Blended Search Results
Local Results Carousel
This Presentation Focuses on:
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How Search Engines Work
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SEO Priorities
Algorithmic
Ranking Factors
Keyword
Targeting
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Crawl
Indexation
Authority
Crawling & Indexing
Without links, the
engines
might
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never find this page
Calculating Query-Independent Metrics
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Via www.opensiteexplorer.org
Many Domains vs. One Domain
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VS.
Domain Authority
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PageRank
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The Flow of PageRank
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PageRank is Split Evenly Between the
Links on a Page
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PageRank is an Iterative Algorithm
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Nofollowing or Removing Links Can
Alter the Flow of PageRank
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Google Says they use PageRank to Crawl
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Algorithmic Ranking Factors
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Case Study
Building Accessible Sites
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SEO Priorities
Algorithmic
Ranking Factors
Keyword
Targeting
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Crawl &
Indexation
Authority
Crawlability / Link Architecture
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Duplicate Content & Canonicalization
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Duplicate Content & Canonicalization
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Canonical URL Tag
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Duplicate Titles & Meta Descriptions
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Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
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Keywords in page name,
separated by hyphen
Single domain
Shallow folder structure
with relevant words
Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
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No keywords in the URL string
Unnecessary
Subdomain
Dynamic URLs don’t perform as well
as static and engines recommend
against more than two parameters
Fixing Broken Links & 404s
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XML Sitemaps
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www.sitemaps.org/protocol.php
Webmaster Tools (Google)
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Webmaster Tools (Bing)
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Important Tags & Signals
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Title Tags
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Meta Descriptions
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Tag Length Recommendations
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Anchor Text
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Page Copy
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Not So Important
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Meta Keywords Tag
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H1, H2, H(x) Tags
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Search Engine “Submission”
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Keyword
Targeting
Algorithmic
Ranking
Factors
Keyword
Targeting
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Crawl &
Indexation
Authority
Keyword Research + Targeting
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The Goals of Keyword Research
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Choose the “Best”
Words/Phrases to Target
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Example High Value Keyword
- High volume
- Low competition
- Relevant (likely to convert)
Measuring Relative Search Volume
Understanding Keyword Demand
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The Long Tail of Keyword Demand
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Tools & Tactics for Brainstorming
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& Refining Your Keywords
Salespeople & Customers
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Keyword Research Process
Hint: If your budget allows, use broad match to discover new
keywords
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Internal Site Search Stats
Keyword Research Tools
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Keyword Planner (Google AdWords)
Measuring Keyword
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Difficulty & Competition
Run Search Queries
Wikipedia page
High authority domain
Local listings
Conduct a Competitive Analysis of Metrics
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Use Helpful Tools
Keyword difficulty
Scale: 1-100%
Link Building Strategies
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BuildingRanking
Authority
Algorithmic
Factors
Keyword
Targeting
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Crawl &
Indexation
Authority
Link Building Traps to Avoid
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Cheap “SEO” Content
The 8 Basic Kinds of Link Building
Cheap Links
The 8 Basic Kinds of Link Building
SEO “Packages”
The 8 Basic Kinds of Link Building
Directory Submission Services
The 8 Basic Kinds of Link Building
What Goals Can Link Building
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Help Us Achieve?
Improve Individual Rankings
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Achieve More Complete Indexation
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Send Converting Traffic
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Image Credit: websiteoptimization.com
Link Building Tactics
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Paid Links (dangerous)
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Links and Resources Pages
Google searches:
inurl:links nursing
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Inurl:resources nursing
Competitive Link Research
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Partner Outreach
Request links from:
• Vendors
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• Professional organizations
• Trade associations
Syndicate Content
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Link Reclamation
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Stay In Touch
Dale Bertrand
[email protected]
(617) 610-1987
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