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Dale Bertrand
- Engineering background
- Built a super computer for the NSA
- Recruited to an MIT start-up to do
- nline marketing
- Run Chimaera Labs
Case Study: SEO and SEM Coordination The Boston Entrepreneurs' - - PowerPoint PPT Presentation
Case Study: SEO and SEM Coordination The Boston Entrepreneurs' - - PowerPoint PPT Presentation
Case Study: SEO and SEM Coordination The Boston Entrepreneurs' Network November 1 st 2016 Dale Bertrand, President, Chimaera Labs Dale Bertrand Engineering background Built a super computer for the NSA Recruited to an MIT start-up
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NursingDegreeGuide.com
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Situation
- Informational site designed to
generate leads for nursing schools
- Features nursing articles and a
database of 7,000 nursing programs in the U.S
- How to increase leads with paid
search or organic search
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Visitors Convert to Leads
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SEO and SEM
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SEO vs. PPC
SEO Campaign: Link building to improve website’s SEO authority and generate traffic PPC Campaign: AdWords advertising to generate SEM traffic 467,476 total visits September 2011 to December 2015
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Converting Keywords (Organic & PPC)
Examples of converting keywords
Keyword CPC rn to bsn $54.99 rn to bsn programs $66.20 lpn to bsn bridge programs $25.30 clinical nurse specialist programs $20.48 lpn to rn programs in pa $10.99 acute care np programs $23.94 rn to msn bridge program $67.81 Average $38.53
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Link Building Strategy
- 1. Research websites linking to competing nursing resources
(e.g. National League of Nursing)
- 2. Find contact information for each website
- 3. Email the contact for each website to request a link
- 4. Rinse and repeat
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Example Email
Hi, Mary - I was doing some research on nursing programs and found the page you maintain at http://ihwassoc.org/resources.html Would our website be appropriate to add to your list of resources? [omitted: more information about NDG.com] Thank you for your time, Sarah
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Links Created
Examples of websites that link to us
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Link Building Cost
Research (contractor): $67.00 per 100 webmaster contacts Emailer (commission only): $50 per link
Labor Cost
Contacts Links Link Rate Research Link Commission Total Cost 1827 74 4% $1,218.00 $3,700 $4,918.00
Total Cost
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PPC Cost
467,476 clicks @ $38.53 => $18M 467,476 clicks @ $10 => $4.7M 467,476 clicks @ $1 => $467k
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When Does SEO Work?
SEO works well in markets with:
- Moderate to low SEO competition
- High search volume for converting keywords
- Robust ecosystem link targets
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Conclusion
SEO is changing quickly but the fundamental strategies still work.
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