Prezentare Brasov Tech Meetup

1. SEO Tactics
de Bogdan Chertes
Marketing Strategist @ Adfix
!
http://bit.ly/SEO_tactics

2. Despre mine
Actual profile pic
on all social media accounts :)
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Bogdan
Chertes
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@bogdanch
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bc@adfix.ro
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www.adfix.ro
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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. Search Engine Basics
cum functioneaza si cum a evoluat search-ul recent

4. Search Engine Basics
Reclame
Adwords
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User tasteaza o expresie
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Google cauta in index cele
mai relevante rezultate
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Returneaza o pagina de
rezultate (SERP)
Rezultate organice
Cautari Similare
Exemplu de SERP

5. Inca 2 exemple de SERP
Adwords
Organic #1
Image Pack
Organic #2
Organic #3
Map inlay
Local Listings

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. Procesul SEO

8. The SEO Pyramid
}
Off Site
On Site
{

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. 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. Impactul Meta asupra SERP
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Titlul si descrierea apar in
SERP
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Influenteaza CTR
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CTR = Afisari / clicker
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CTR mare => Creste rank
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CTR mic => Scade rank
Meta Title
Meta
Description

12. Duplicates, redirects and canonical
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Vizual individualizam o pagina dupa
continut
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Google, dupa URL
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trailing / sau fara
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www vs. non-www
parametrii URL (?sort=desc)
Tips:
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301 redirects
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Canonical tags
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don’t use 302 redirects (bad for
SEO)

13. Planificare campanie

14. Planificare

15. Metode de masurare
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Masuram Rankings
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Organic Traffic
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Segmentam traficul de
brand de cel non-brand

16. Rezultate (metrics)
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Masurare conversii:
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leads
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signups
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ecommerce (tranzactii)
engagement (like, share,
comment etc.)
Nu uitati de revenue, fiecare
conversie trebuie sa aiba o
valoare in bani

17. Keyword research
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Tools:
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SEMrush (paid)
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Adwords Keyword Planner
SEO PowerSuite (paid)
Fara tools:
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search operators
(allintitle:”laptopuri”)
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similar keywords
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number of results
(competition)

18. Analiza 1
Daca exista date istorice de conversie
+
Competitie
+
Rank actual
=
Merita investit intr-o campanie SEO pentru keyword?

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. Link Prospecting metrics
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folositit cat mai putin Page
Rank
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Domain Authority, Page
Authority, mozRank
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Social metrics (likes, shares
etc)
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Tools: Google search
operators, Moz Chrome
Extension, BuzzStream, Link
Research Tools

21. Link Prospecting Steps
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Cool content
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Contacteaza prospecti
relevanti
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Ofera ceva in schimb!
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Atentie la link velocity
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Nu impuneti modul de linkuire
(anchor text)

22. Bonus: Penalties &
recovery

23. De unde incepem?
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Identificam update-ul care ne-a afectat (Panda, Pengiun, Exact
Match Domains etc..)
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Cum?
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Comparam datele cand au fost lasate update-urile cu traficul din
Analytics (Google Algorithm Change History: http://moz.com/
google-algorithm-change)
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Tool-uri pt analytics:
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Chartelligence http://www.chartelligence.com/
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Panguin tool: http://www.barracuda-digital.co.uk/panguin-tool/

24. Diagnoza trafic
Penguin
Panda
Dissavow links

25. There is no secret sauce
Backlink profiling
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toxic links
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over optimized anchor text
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too many links for the same source
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Advanced link analysis tools:
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MajesticSEO
There is no secret sauce
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moz.com
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LinkResearchTools.com

26. Next steps
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Submit disavow links file to Google through
Webmaster tools
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Wait for it

27. Thanks