SEO:Past, Present, Future<br />Mike Volpe<br />VP Marketing, HubSpot<br />Twitter: @mvolpe<br />
SEO Tips from Website Grader<br />Lessons from 2,602,042 websites<br />
Timeline of SEO<br />
SEO Before 2000<br />Ranking Algorithm:f(n): Context<br />
Which Page Gets #1 Ranking?<br />Search: “business software”<br />vs.<br />Result:  HubSpot.com = #1<br />HubSpot has stuf...
On-Page SEO (Context)<br /><ul><li> Page Title
 Clean URL
 Headers & Content
 Description</li></li></ul><li>Keyword Selection<br />“Cosmetic Dentist”<br />vs <br />“Prosthodontist”<br />
Attractive to Whom?  (Context)<br />www.seo-browser.com<br />
Pre-2000 SEO Tips<br />Lots of pages<br />Search spider friendly<br />Keyword-rich content<br />
SEO from 2000 to 2010<br />Ranking Algorithm:f(n): Context + Authority<br />
Which Page Gets #1 Ranking?<br />Search: “business software”<br />vs.<br />Result:  Salesforce.com = #1<br />Salesforce.co...
Authority is Determined by Links<br />
Why Links are Votes to Google<br /><ul><li> Recommendations from friends</li></ul>“I know HubSpot”<br /> “HubSpot is a mar...
More + Better Content  = Links<br />
A Few Links Matter A Lot<br />Source: SEOMoz<br />
Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
Publish Everywhere<br />
Link Worthy Content<br />
Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
2000 to 2010 SEO Tips<br />Lots of pages<br />Search spider friendly<br />Keyword-rich content<br />Link-worthy content<br...
SEO in 2010 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social / Personal<br />
Which Page Gets #1 Ranking?<br />Search: “business software”<br />vs.<br />Result:  It depends!<br />It depends on who you...
What influences the results?<br />Browser history of searcher<br />Location of searcher<br />Social graph of searcher<br /...
What Does SEO Rank Mean?<br />SEO rank is now<br />a meaningless metric.<br />
What Does SEO Rank Mean?<br />At any one time you rank #1 or #8 or #40 based on who is searching, where they search, and w...
Where is Search Going?<br />
Where is Search Going?<br />
Major Trends in Search / Information<br />Search fractionalization<br />Personalization<br />Content volume<br />Social gr...
Searches Per Second<br />Google: 34,000 / second<br />Yahoo: 3,200 /second<br />Bing: 927 / second<br />Source: http://sea...
Top Search Engines<br />
Words Per Search Growing<br />Source: http://blog.comscore.com/2010/06/facebook_search_engine.html<br />
Posts Per Second<br />Facebook: 700 / second<br />Twitter: 600 / second<br />Google Buzz: 55 / second<br />Source: http://...
50 Million Tweets Per Day<br />
NEW:Facebook = The Web<br />
Coming to SEO: Likes = Links<br />=         =      <br />
What should I do to prepare for what’s next in SEO?<br />
Build Your Reach to Build Authority<br />
Evolution of the Database<br />
Content Makes You Interesting<br />
Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
Make Sharing Easy<br />
Auto-Post New Content to Social & Email<br />New Blog Post: A CEO’s Guide to Internet Marketing<br />
Build Network - Keyword Search<br />
Start Groups on Topics<br />Groups<br />Group & Page<br />Lists<br />
Participate in Q&A<br />Facebook Discussions<br />Yahoo! Answers<br />LinkedIn Q&A and Discussions<br />
All Your Employees Are Marketers<br />
Empower Employees by Sharing Info<br />
SEO Tips for 2010 and Beyond<br />Lots of pages<br />Search spider friendly<br />Keyword-rich content<br />Link-worthy con...
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SEO Past Present and Future

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SEO Past Present and Future - Tips on improving your search engine optimization to improve your website's performance, based on how the search engines work today and in the future.

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  • Hi Mike,
    Thanks for the detail research information that you have put up on the slide. I have a better idea the evolution of SEO based on the horizon you mentioned.
    It is interesting to see the migration of context based SEO before 2000, and added authority to the context between 2000 -2010 and the Inclusion of Personality ( social etc ) for beyond 2010. Looking at the trend, it seems to suggest that the SEO games has become more demanding with inclusion of ’something’ during the three horizon stated.
    I think at the end of the day, all boils down to whether a website give value to a visitor who landed on any website. The more value it provide, the more benefit a visitor would take home when he or she leave the site.
    These three scenarios also give any indication to me what to focus when I do SEO
    Great tips and slides
    Thanks
    Dr. L M Foong
    http://tqmcasestudies.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Let's talk about Social Search
       Reply 
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SEO Past Present and Future

  1. 1. SEO:Past, Present, Future<br />Mike Volpe<br />VP Marketing, HubSpot<br />Twitter: @mvolpe<br />
  2. 2. SEO Tips from Website Grader<br />Lessons from 2,602,042 websites<br />
  3. 3. Timeline of SEO<br />
  4. 4. SEO Before 2000<br />Ranking Algorithm:f(n): Context<br />
  5. 5. Which Page Gets #1 Ranking?<br />Search: “business software”<br />vs.<br />Result: HubSpot.com = #1<br />HubSpot has stuffed all the metadata and text fields with lots of keyword phrases, including “business software”, “business”, etc.<br />
  6. 6. On-Page SEO (Context)<br /><ul><li> Page Title
  7. 7. Clean URL
  8. 8. Headers & Content
  9. 9. Description</li></li></ul><li>Keyword Selection<br />“Cosmetic Dentist”<br />vs <br />“Prosthodontist”<br />
  10. 10. Attractive to Whom? (Context)<br />www.seo-browser.com<br />
  11. 11. Pre-2000 SEO Tips<br />Lots of pages<br />Search spider friendly<br />Keyword-rich content<br />
  12. 12. SEO from 2000 to 2010<br />Ranking Algorithm:f(n): Context + Authority<br />
  13. 13. Which Page Gets #1 Ranking?<br />Search: “business software”<br />vs.<br />Result: Salesforce.com = #1<br />Salesforce.com has more links and authority since it is a larger company and has been around longer.<br />
  14. 14. Authority is Determined by Links<br />
  15. 15. Why Links are Votes to Google<br /><ul><li> Recommendations from friends</li></ul>“I know HubSpot”<br /> “HubSpot is a marketing expert”<br /> You trust the person saying this<br /><ul><li> Links are online recommendations</li></ul>A link: www.HubSpot.com<br />Anchor text: Internet Marketing<br />Link is from a trusted website<br />
  16. 16. More + Better Content = Links<br />
  17. 17. A Few Links Matter A Lot<br />Source: SEOMoz<br />
  18. 18. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
  19. 19. Publish Everywhere<br />
  20. 20. Link Worthy Content<br />
  21. 21. Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  22. 22. 2000 to 2010 SEO Tips<br />Lots of pages<br />Search spider friendly<br />Keyword-rich content<br />Link-worthy content<br />Promote content to get links<br />
  23. 23. SEO in 2010 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social / Personal<br />
  24. 24. Which Page Gets #1 Ranking?<br />Search: “business software”<br />vs.<br />Result: It depends!<br />It depends on who you are and when you search.<br />
  25. 25. What influences the results?<br />Browser history of searcher<br />Location of searcher<br />Social graph of searcher<br />Social authority of pages<br />Up to the second news / trends<br />
  26. 26. What Does SEO Rank Mean?<br />SEO rank is now<br />a meaningless metric.<br />
  27. 27. What Does SEO Rank Mean?<br />At any one time you rank #1 or #8 or #40 based on who is searching, where they search, and what is happening.<br />
  28. 28. Where is Search Going?<br />
  29. 29. Where is Search Going?<br />
  30. 30. Major Trends in Search / Information<br />Search fractionalization<br />Personalization<br />Content volume<br />Social graph data<br />Social discovery<br />Real time content<br />
  31. 31. Searches Per Second<br />Google: 34,000 / second<br />Yahoo: 3,200 /second<br />Bing: 927 / second<br />Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709<br />
  32. 32. Top Search Engines<br />
  33. 33. Words Per Search Growing<br />Source: http://blog.comscore.com/2010/06/facebook_search_engine.html<br />
  34. 34. Posts Per Second<br />Facebook: 700 / second<br />Twitter: 600 / second<br />Google Buzz: 55 / second<br />Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709<br />
  35. 35. 50 Million Tweets Per Day<br />
  36. 36. NEW:Facebook = The Web<br />
  37. 37. Coming to SEO: Likes = Links<br />= = <br />
  38. 38. What should I do to prepare for what’s next in SEO?<br />
  39. 39. Build Your Reach to Build Authority<br />
  40. 40. Evolution of the Database<br />
  41. 41. Content Makes You Interesting<br />
  42. 42. Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
  43. 43. Make Sharing Easy<br />
  44. 44. Auto-Post New Content to Social & Email<br />New Blog Post: A CEO’s Guide to Internet Marketing<br />
  45. 45. Build Network - Keyword Search<br />
  46. 46. Start Groups on Topics<br />Groups<br />Group & Page<br />Lists<br />
  47. 47. Participate in Q&A<br />Facebook Discussions<br />Yahoo! Answers<br />LinkedIn Q&A and Discussions<br />
  48. 48. All Your Employees Are Marketers<br />
  49. 49. Empower Employees by Sharing Info<br />
  50. 50. SEO Tips for 2010 and Beyond<br />Lots of pages<br />Search spider friendly<br />Keyword-rich content<br />Link-worthy content<br />Promote content to get links<br />Publish more often<br />Build a large social following<br />Engage your social following<br />
  51. 51. Suggested Next Steps<br />The Basics:<br />Read the “Inbound Marketing” Book<br />Grade your website: www.WebsiteGrader.com<br />More Advanced:<br />Tips for Twitter, Facebook, LinkedIn:<br />www.HubSpot.com/marketing-hubs<br />
  52. 52. Q & A<br />These Slides: www.MikeVolpe.com/AAN<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />
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