An Intro to Search Engine Optimization

Wednesday, March 04, 2020 at 6:00pm to 8:00pm

MIT Tang Center, E51-372, E51-372 2 Amherst Street

SEO is more competitive than ever, especially in markets with competitors that have been practicing SEO for many years. To make matters worse, Google’s algorithm has shifted over the last couple of years to focus on search intent, measure online reputation and devalue many types of backlinks. In this session, Dale will cover emerging SEO tactics based on recent search algorithm changes. These tactics include amplifying trust signals for Google, optimizing pages for niche pain-point keywords, building pages that Google sees as ridiculously useful and leveraging the power of purpose to connect with influencers.

  • Where to invest SEO resources in 2020

  • How Google measures authority and uses it to determine rankings

  • How to connect with influencers now that many of them are pay-to-play

  • Building content that gets noticed by search engines in crowded markets

Speaker Bio

Dale Bertrand has been an online customer acquisition consultant to Fortune 500 companies and venture-backed startups around the world for two decades. His clients include global brands such as Citizen Watch, Makerbot, Ministry of Suply, Raymond Weil and Bulova. He applies his graduate school work in artificial intelligence to search engine marketing. Dale started his career building high-performance computing systems for the National Security Agency. Then, Dale built a network of affiliate sites in the education space which he sold before founding his agency. Now, Dale is a specialist in search engine marketing, content marketing and web analytics. Dale speaks at industry conferences and leads corporate training events. He has trained marketing professionals from TripAdvisor, Microsoft, HubSpot, Digitas and Proctor & Gamble. Dale has BS and MS degrees in Engineering from Brown University.

Event Type


Events By Interest


Events By Audience

Public, MIT Community, Students, Alumni, Faculty, Staff


startups, Entrepreneurship



$10 Members; $20 Non-Members: $5 Students



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