SEO. It's famously vague. Different search engines have different website placement methods - you want to know 'em all. Learning those can help get your website on the top of the seach bar. Building strong SEO is a matter of setting the right objectives, finding relevant key words, and creating content that attracts traffic. Learn all the basics with Dale Bertrand, owner of Chimaera Labs. Learn more from the experts by visiting http://intelligent.ly Learn more from

1. presents
Intro to SEO: Get a
Bigger Slice of the Pie
DALE BERTRAND
@dbertrand

2. Intro to Search Engine Optimization
Get a Bigger Piece of the Pie
January 13th 2013

3. Full service, results-driven, digital
marketing agency (6 people –
headquartered in Kendall Square)
Specializing in SEO, AdWords,
content marketing and email
marketing automation.

4. Agenda
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•
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Why Search Marketing?
How Search Engines Work
Building Accessible Sites
Keyword Research
Link Building

5. Algorithmic Ranking Factors
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6. Why Search Marketing?
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7. 100 Billion Searches
Each Month!
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8. SLIDE MASTER – COVERPAGE

10. Organic vs. Paid Search

11. Organic vs. Paid Search

12. 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

13. Blended Search Results
Web result
News
Images
Map
More web
results

14. More Blended Search Results
Video
Product
listings

15. Local Results Carousel
Different ranking
algorithm (partially
based Zagat
restaurant reviews)
#1 result may not
get much traffic

16. This Presentation Focuses on:
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17. How Search Engines Work
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18. Crawling & Indexing
Without links, the
engines might – COVERPAGE
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find this page

19. Calculating Query-Independent Metrics
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Via www.opensiteexplorer.org

20. Many Domains vs. One Domain
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VS.

21. Domain Authority
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22. PageRank
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23. The Flow of PageRank
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24. PageRank is Split Evenly Between the
Links on a Page
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25. PageRank is an Iterative Algorithm
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26. Nofollowing or Removing Links Can
Alter the Flow of PageRank
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27. Google Says they use PageRank to Crawl
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28. SLIDE MASTER – COVERPAGE

29. Algorithmic Ranking Factors
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30. Algorithmic Ranking Factors
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31. Building Accessible Sites
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32. Crawlability / Link Architecture
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33. Duplicate Content & Canonicalization
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34. Duplicate Content & Canonicalization
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35. Canonical URL Tag
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36. 301 Redirects
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302s

37. Duplicate Titles & Meta Descriptions
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38. Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
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Single domain
Shallow folder structure
with relevant words
Keywords in page name,
separated by hyphen

39. Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
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Unnecessary
Subdomain
No keywords in the URL string
Dynamic URLs don’t perform as well
as static and engines recommend
against more than two parameters

40. Fixing Broken Links & 404s
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41. Blocking Robots
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42. Blocking Robots
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43. XML Sitemaps
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www.sitemaps.org/protocol.php

44. Webmaster Tools (Google)
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45. Webmaster Tools (Bing)
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46. Important Tags & Signals
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47. Title Tags
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48. Meta Descriptions
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49. Tag Length Recommendations
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50. Anchor Text
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51. Page Copy
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52. Image Alt Attributes
Good keyword usage
in the alt tag
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53. Not So Important
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54. Meta Keywords Tag
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55. H1, H2, H(x) Tags
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56. Search Engine “Submission”
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57. Algorithmic Ranking Factors
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58. Keyword Research + Targeting
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59. The Goals of Keyword Research
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60. Choose the “Best”
Words/Phrases to Target
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61. Example High Value Keyword
- High volume
- Low competition
- Relevant (likely to convert)

62. More About High Value Keywords
Other metrics
- Revenue
- Time on site
- Pages visited
- Landing page conversion rate
- Average basket size (ecommerce)

63. Measuring Relative Search Volume

64. Predict the Effort Required to Rank Well
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65. Understanding Keyword Demand
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66. The Long Tail of Keyword Demand
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67. SLIDE MASTER – COVERPAGE

68. SLIDE MASTER – COVERPAGE

69. SLIDE MASTER – COVERPAGE

70. Tools & Tactics for Brainstorming
SLIDE MASTER –& Refining Your Keywords
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71. Salespeople & Customers
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72. Keyword Research Process
Hint: If your budget allows, use broad match to discover new
keywords
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73. Internal Site Search Stats

74. Competitive Keyword Research
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Restrict query
to competitor’s
domain

75. Keyword Research Tools
75

76. Keyword Planner (Google AdWords)

77. Measuring Keyword
Difficulty & Competition
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78. Run Search Queries
Wikipedia page
High authority domain
Local listings

79. Conduct a Competitive Analysis of Metrics
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80. Use Helpful Tools
Keyword difficulty
Scale: 1-100%

81. Link Building Strategies
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82. What Goals Can Link Building
Help Us Achieve?
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83. Improve Individual Rankings
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84. Improve a Domain’s Ability to Rank Pages
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85. Achieve More Complete Indexation
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86. Send Converting Traffic
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Image Credit: websiteoptimization.com

87. The 8 Basic Kinds of Link Building
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88. #1 - Manual Link Submissions/Requests
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89. #2 - Competitive Link Research/Acquisition
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90. #3 - Links via Embedded Content
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91. #4 - Linkbait & Viral Campaigns
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92. #5 - Content, Technology & API Licensing
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93. #6 - Partnerships, Exchanges & Trades
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94. #7 - Paid Links
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95. #8 - Link Reclamation
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96. Social Media & the Web’s Influencers
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97. Influencers on the Web
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98. The Power of the “Linkerati”
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99. Content that Appeals to Influencers
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100. Making Content Easy to Share
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101. Making Content Easy to Share
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102. Cannibalization of the Link Graph
MMM… LINK
GRAPHS ARE
DELICIOUS!
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103. The Rise of the Social Graph
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104. You have to do these
right, before you can
do these right
Algorithmic Ranking Factors
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105. Stay In Touch
Dale Bertrand
dale@chimaeralabs.com
(617) 610-1987
105

106. Course Title
Course Title
INSTRUCTOR NAME