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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

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 to do online marketing • Run Chimaera Labs
NursingDegreeGuide.com
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
Visitors Convert to Leads
SEO and SEM
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
Converting Keywords (Organic & PPC) 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 Examples of converting keywords
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
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
Links Created Examples of websites that link to us
Link Building Cost Labor Cost Research (contractor): $67.00 per 100 webmaster contacts Emailer (commission only): $50 per link Total Cost Contacts Links Link Rate Research Link Commission Total Cost 1827 74 4% $1,218.00 $3,700 $4,918.00
PPC Cost 467,476 clicks @ $38.53 => $18M 467,476 clicks @ $10 => $4.7M 467,476 clicks @ $1 => $467k
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
Conclusion SEO is changing quickly but the fundamental strategies still work.
Stay in Touch Dale Bertrand www.chimaeralabs.com dale@chimaeralabs.com 1.877.214.5385 x701

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