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SEO 101: Search Engine Optimization
Brian Halligan
CEO & Co Founder
CEO & Co‐Founder
HubSpot

Agenda
• Organic Search Strategy
• On Page SEO Tips
• Off Page SEO Tips
• Measuring Results

Organic vs. Paid Search
• Organic Search is Best
• Free
• More traffic
• S
Smarter people
t l
• Longer lasting
Organic Results
75% Clicks

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(content)
( )

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
(content)
( )

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
(keywords & seo)
multi‐sensor enrollment, digital persona
(content)
( )

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
(keywords & seo)
multi‐sensor enrollment, digital persona
(content)
( )

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
(keywords & seo)
website multi‐sensor enrollment, digital persona
website
website
website (content)
( )
website
website
(the web)
(the web)
website
websitewebsite
website
website website website
website
ebsite
website
website
website
website website
website website

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
(keywords & seo)
website multi‐sensor enrollment, digital persona
website
website
(links)
website (content)
( )
website
website
(the web)
(the web)
website
websitewebsite
website
website website website
website
ebsite
website
website
website
website website
website website

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
(keywords & seo)
website multi‐sensor enrollment, digital persona
website
website
(links)
website (content)
( )
website
website
(the web)
(the web)
website
websitewebsite
website
website website website
website
ebsite
website
website
website
website website
website website

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
(keywords & seo)
website multi‐sensor enrollment, digital persona
website
website
(links)
website (content)
( )
website
website
(the web)
(the web)
website
websitewebsite
website
website website website
website
ebsite
website
website
website
website website
website website

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
(keywords & seo)
website multi‐sensor enrollment, digital persona
website
website
(links)
website (content)
( )
website
website
(the web)
(the web)
website
websitewebsite
website
website website website
website
ebsite
website
website
website
website website
website website

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
(keywords & seo)
website multi‐sensor enrollment, digital persona
website
website
(links)
website (content)
( )
website
website
(the web)
(the web)
website
websitewebsite (offer)
website
website website website
website
ebsite
website
website
website
website website
website website

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
(keywords & seo)
website multi‐sensor enrollment, digital persona
website
website
(links)
website (content)
( )
website
website
(the web)
(the web)
website
websitewebsite (offer)
website
website website website (crm)
website
ebsite
website
website (lead conversion)
website
website website
website website

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment digital lpersona
multi sensor enrollment digitalpersona
multi‐sensor enrollment, digital persona
l
multi‐sensor enrollment, digital persona
ll d
multi‐sensor enrollment, digital persona
(keywords & seo)
website multi‐sensor enrollment, digital persona
website
website
(links)
website (content)
( )
website
website
(the web)
(the web)
website
websitewebsite (offer)
website
website website website (crm)
website
ebsite
website
website (lead conversion)
website
website website
website website

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment digital lpersona
multi sensor enrollment digitalpersona
multi‐sensor enrollment, digital persona
l
multi‐sensor enrollment, digital persona
ll d
multi‐sensor enrollment, digital persona
(keywords & seo)
website multi‐sensor enrollment, digital persona
website
website
(links)
website (content)
( )
website
website
(the web)
(the web)
website
websitewebsite (offer)
website
website website website (crm)
website
ebsite
website
website (lead conversion)
website
website website
website website

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment digital lpersona
multi sensor enrollment digitalpersona
multi‐sensor enrollment, digital persona
l
multi‐sensor enrollment, digital persona
ll d
multi‐sensor enrollment, digital persona
(keywords & seo)
website multi‐sensor enrollment, digital persona
website
website
(links)
website (content)
( )
website
website
(the web)
(the web)
website
websitewebsite (offer)
website
website website website (crm)
website
ebsite
website
website (lead conversion)
website
website website
website website

Organic Search
multi‐sensor enrollment enterprise biometrics
triad biometrics
authentication software
(database of intentions)
(visitors)
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment, digital persona
multi‐sensor enrollment digital lpersona
multi sensor enrollment digitalpersona
multi‐sensor enrollment, digital persona
l
multi‐sensor enrollment, digital persona
ll d
multi‐sensor enrollment, digital persona
(keywords & seo)
website multi‐sensor enrollment, digital persona
website
website
(links)
website (content)
( )
website
website
(the web)
(the web)
website
websitewebsite (offer)
website
website website website (crm)
website
ebsite
website
website (lead conversion)
website
website website
website website

Organic Search: Publisher/Marketer

Organic Search: Are You Worthy?

On Page SEO: Picking Keywords
• Search Volume
• R l
Relevance
• Difficulty or Competition

On‐Page SEO: “Visible” Tips

On‐Page SEO: Invisible

Off‐Page SEO = 75%
• Recommendations from friends
1. I
1 “I know Brian Halligan”
Halligan
2. “Brian Halligan is a marketing expert”
3 S th Godin: “Brian is a marketing expert”
3. Seth G di “B i i k ti t”
• Links are online recommendations
1. A link: www.HubSpot.com
2. A link with anchor text: Internet Marketing
3. Link from a trusted website

Off Page SEO: Tips
• Remarkable Content
• Blogs
g
• Tools
• Videos, photos, etc
• Social Mediasphere
• Blogosphere
• Directories
• Partners
• Press Releases
• Answers, Forums, etc

Measurement

Measurement: Links

Measurement: Rank (vs. Competition)

Measrue: Traffic, Leads, Customers

Thank You!
Download these slides: Brian Halligan
www.SlideShare.net/HubSpot
/ p CEO & Co Founder, HubSpot
CEO & Co‐Founder HubSpot
Grade your website: Twitter.com/Bhalligan
www.websitegrader.com http://Blog.HubSpot.com