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SEO 101 HubSpot May 2009

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SEO 101 Internet Marketing Workshop May2009 HubSpot Worcester

SEO 101 Internet Marketing Workshop May2009 HubSpot Worcester

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  • 1. Search Engine Optimization May 13, 2009 Jennifer Synder Inbound Marketing Specialist HubSpot
  • 2. Agenda • What is SEO? Why is it important? • SEO Basics • Keywords • On Page SEO • Off Page SEO • Measuring Results • DIY vs DIFM
  • 3. What is SEO? Why is it important?
  • 4. Buyers Start in Google 98% Search in Google Source: Marketing Sherpa
  • 5. What is SEM? SEO vs. PPC Organic vs. Paid
  • 6. Organic Search is Best • Free Pay Per Click – 25% of Clicks • More traffic Organic Results • Smarter people 75% of clicks • Longer lasting Source: Marketing Sherpa and Enquiro Research
  • 7. SEO – What and Why • SEO refers to techniques that help your website rank higher in the organic/natural search results. • This helps more people who are looking for your product or service find you.
  • 8. SEO Basics
  • 9. How does Google decide?
  • 10. How does Google decide? • On Page Factors ~ 25% On • Content Page SEO 25% • Off Page Factors Off ~ 75% Page SEO • Links 75%
  • 11. SEO On-Page Off-Page
  • 12. Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content
  • 13. Picking Keywords
  • 14. Pick Your Keyword Battles vs . Flickr: Flickr: Extra Medium Flickr: Flickr: Simonstarr 14
  • 15. Vocabulary • Search Volume (goal = high) • Relevance (goal = high) • Difficulty or Competition (goal = low)
  • 16. Search Volume • You want to know how many people search exactly that term monthly. • All data is guess-timated • www.google.com/adwords • HubSpot
  • 17. Relevance • You want to know how many people who search a term will buy from you. • Make your own estimates • Track results
  • 18. Difficulty (Competition) • You want to know your probability of getting to the first page of Google. • SEO strength of existing websites (HubSpot) • AdWords cost • Number of results (bad idea)
  • 19. Picking Keywords • Search Volume (goal = high) • Relevance (goal = high) • Difficulty or Competition (goal = low)
  • 20. Getting Found: On-Page SEO HubSpot’s Keyword Grader • Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for each keyword(phrase) and how to make further improvements
  • 21. Let’s Do Some Keyword Research • Click “customer login” at www.hubspot.com • Search Marketing Keywords
  • 22. On Page SEO
  • 23. HTML Overview <font=“verdana”>HTML text <b>looks</b> different to a <i>person</i> than to a <a href=“http://www.google.com”> search engine </a></font> HTML text looks different to a person than to a search engine <b> = Bold • <i> = Italics • <h1> = Heading 1 • <img alt text = “Internet Marketing”> •
  • 24. Visible On Page SEO • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 25. “Invisible” On Page SEO • Description • Keywords • Alt text on images
  • 26. Can You Optimize a Page on Your Site? • Can you add a page to your website? • Can you change the title tag, URL, H1, page content? • Can you change meta description, meta keywords?
  • 27. Let’s Optimize a Page • Login to Your HubSpot Portal • Website Page Manager Add Page • Use a keyword, Page Name, Title, etc.
  • 28. Off Page SEO
  • 29. Vocabulary • Page Rank • How important Google thinks your site is • 0 to 10 • Exponential scale • Inbound Links • Web pages that link to you • Link Anchor Text • The text that is in the link to you
  • 30. 75% of SEO = Off Page • Recommendations from friends 1. “I know Jen Snynder” 2. “Jen Snyder is a marketing expert” 3. Seth Godin: “Snyder’s a marketing expert” • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  • 31. Google “Bombing”
  • 32. Link Building Tips • Directories • Partners • Content is king • Start a blog, join the blogosphere • Create a tool (WebsiteGrader.com) • Other: viral videos, photos • Press Releases • Social Media • Answers, Forums, Wikis
  • 33. More Content = More Links 33
  • 34. Getting Found: Off-Page SEO HubSpot’s Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  • 35. Let’s Analyze Your Links! Your Competitors.! • Yours: Search marketing Link Grader • Competitors: • WSG: Total Links Column • Link Grader Other.
  • 36. Measurement
  • 37. SEO Measurement Flickr: Flickr: noblelgnnoble
  • 38. Website Grader
  • 39. Internet Marketing Scorecard
  • 40. Inbound Links
  • 41. Keyword Rank (vs. Competition)
  • 42. Traffic, Leads and Customers Visitors from SEO Visitors Leads Customers SEO 5,289 754 12 Blogging 834 72 3 Social Media 511 28 1
  • 43. DIY or DIFM
  • 44. Doing SEO Yourself • It’s not rocket science. • Content is king. • Read a lot of blogs. • Invest in great tools. • Start small and work your way up. • Track, so you learn what works.
  • 45. Hiring an SEO Consultant • They should be able to explain to you in simple language what determines rank. • They should explain everything to you. • They should require good content. • Their website is optimized (check Website Grader). • Their reference websites are optimized. • They measure results in leads. • They did not cold call you. • They are more than $2000 / month.
  • 46. Hiring an SEO Consultant Be clear about goals (traffic & leads). • It will take 1 to 6 months. ($$$) • Content is king. Who will write? • Will they do the hard work? (links) • Invest in great tools to track them. • http://blog.hubspot.com/blog/tabid/6307/bid/1466/7-signs-you- should-run-screaming-from-an-seo-consultant.aspx
  • 47. Additional Free SEO Resources 1. http://blog.hubspot.com 2. www.SEOmoz.com • http://www.seomoz.org/article/search-ranking-factors 3. www.SEObook.com 4. www.SearchEngineLand.com 5. www.SearchEngineGuide.com
  • 48. Additional Keyword Tools 1. Google Adwords Keyword Tool 2. Quantcast www.quantcast.com 3. Compete www.compete.com
  • 49. Thank You! Internet Marketing Workshop May 13, 2009 www.HubSpot.com www.Grader.com Jennifer Snyder HubSpot jsnyder@hubspot.com