Case Study: SEO and SEM Coordination...Case Study: SEO and SEM Coordination. Dale Bertrand •...
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The Boston Entrepreneurs' Network November 1 st 2016 Dale Bertrand, President, Chimaera Labs Case Study: SEO and SEM Coordination
Transcript of Case Study: SEO and SEM Coordination...Case Study: SEO and SEM Coordination. Dale Bertrand •...
The Boston Entrepreneurs' NetworkNovember 1st 2016
Dale Bertrand, President, Chimaera Labs
Case Study: SEO and SEM Coordination
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)
Examples of converting keywords
Keyword CPCrn 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
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
Research (contractor): $67.00 per 100 webmaster contactsEmailer (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
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.
