SEO 101 HubSpot May 2009

2,861 views
2,647 views

Published on

SEO 101 Internet Marketing Workshop May2009 HubSpot Worcester

Published in: Business, Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,861
On SlideShare
0
From Embeds
0
Number of Embeds
121
Actions
Shares
0
Downloads
84
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

SEO 101 HubSpot May 2009

  1. 1. Search Engine Optimization May 13, 2009 Jennifer Synder Inbound Marketing Specialist HubSpot
  2. 2. Agenda • What is SEO? Why is it important? • SEO Basics • Keywords • On Page SEO • Off Page SEO • Measuring Results • DIY vs DIFM
  3. 3. What is SEO? Why is it important?
  4. 4. Buyers Start in Google 98% Search in Google Source: Marketing Sherpa
  5. 5. What is SEM? SEO vs. PPC Organic vs. Paid
  6. 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. 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. 8. SEO Basics
  9. 9. How does Google decide?
  10. 10. How does Google decide? • On Page Factors ~ 25% On • Content Page SEO 25% • Off Page Factors Off ~ 75% Page SEO • Links 75%
  11. 11. SEO On-Page Off-Page
  12. 12. Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content
  13. 13. Picking Keywords
  14. 14. Pick Your Keyword Battles vs . Flickr: Flickr: Extra Medium Flickr: Flickr: Simonstarr 14
  15. 15. Vocabulary • Search Volume (goal = high) • Relevance (goal = high) • Difficulty or Competition (goal = low)
  16. 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. 17. Relevance • You want to know how many people who search a term will buy from you. • Make your own estimates • Track results
  18. 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. 19. Picking Keywords • Search Volume (goal = high) • Relevance (goal = high) • Difficulty or Competition (goal = low)
  20. 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. 21. Let’s Do Some Keyword Research • Click “customer login” at www.hubspot.com • Search Marketing Keywords
  22. 22. On Page SEO
  23. 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. 24. Visible On Page SEO • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  25. 25. “Invisible” On Page SEO • Description • Keywords • Alt text on images
  26. 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. 27. Let’s Optimize a Page • Login to Your HubSpot Portal • Website Page Manager Add Page • Use a keyword, Page Name, Title, etc.
  28. 28. Off Page SEO
  29. 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. 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. 31. Google “Bombing”
  32. 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. 33. More Content = More Links 33
  34. 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. 35. Let’s Analyze Your Links! Your Competitors.! • Yours: Search marketing Link Grader • Competitors: • WSG: Total Links Column • Link Grader Other.
  36. 36. Measurement
  37. 37. SEO Measurement Flickr: Flickr: noblelgnnoble
  38. 38. Website Grader
  39. 39. Internet Marketing Scorecard
  40. 40. Inbound Links
  41. 41. Keyword Rank (vs. Competition)
  42. 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. 43. DIY or DIFM
  44. 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. 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. 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. 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. 48. Additional Keyword Tools 1. Google Adwords Keyword Tool 2. Quantcast www.quantcast.com 3. Compete www.compete.com
  49. 49. Thank You! Internet Marketing Workshop May 13, 2009 www.HubSpot.com www.Grader.com Jennifer Snyder HubSpot jsnyder@hubspot.com

×