SEO 101: Search Engine Optimization Brian Halligan CEO & Co-Founder HubSpot Download these slides: www.SlideShare.net/HubSpot

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

Organic Search Strategy

On Page SEO Tips

Off Page SEO Tips

Measuring Results

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

Organic Search is Best

Free

More traffic

Smarter people

Longer lasting

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

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

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

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

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

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

Organic Search (database of intentions) triad biometrics authentication software multi-sensor enrollment enterprise biometrics (content) multi-sensor enrollment, digital persona website website website website website <a href=“http://www.x.com> multi-sensor </a> <a href=“http://www.x.com> digital persona </a> <a href=“http://www.x.com> digital enrollment </a> website website website website website website website website website website website website website (the web) website website website (keywords & seo) (visitors) (links)

Organic Search (database of intentions) triad biometrics authentication software multi-sensor enrollment enterprise biometrics (content) multi-sensor enrollment, digital persona website website website website website <a href=“http://www.x.com> multi-sensor </a> <a href=“http://www.x.com> digital persona </a> <a href=“http://www.x.com> digital enrollment </a> website website website website website website website website website website website website website (the web) website website website (keywords & seo) (visitors) (links)

Organic Search (database of intentions) triad biometrics authentication software multi-sensor enrollment enterprise biometrics (content) multi-sensor enrollment, digital persona website website website website website <a href=“http://www.x.com> multi-sensor </a> <a href=“http://www.x.com> digital persona </a> <a href=“http://www.x.com> digital enrollment </a> website website website website website website website website website website website website website (the web) website website website (keywords & seo) (visitors) (links)

Organic Search (database of intentions) triad biometrics authentication software multi-sensor enrollment enterprise biometrics (content) multi-sensor enrollment, digital persona website website website website website <a href=“http://www.x.com> multi-sensor </a> <a href=“http://www.x.com> digital persona </a> <a href=“http://www.x.com> digital enrollment </a> website website website website website website website website website website website website website (the web) website website website (keywords & seo) (visitors) (links)

Organic Search (database of intentions) triad biometrics authentication software multi-sensor enrollment enterprise biometrics (content) multi-sensor enrollment, digital persona website website website website website <a href=“http://www.x.com> multi-sensor </a> <a href=“http://www.x.com> digital persona </a> <a href=“http://www.x.com> digital enrollment </a> website website website website website website website website website website website website website (the web) website website website (keywords & seo) (visitors) (links) (offer)

Organic Search (database of intentions) triad biometrics authentication software multi-sensor enrollment enterprise biometrics (content) multi-sensor enrollment, digital persona website website website website website <a href=“http://www.x.com> multi-sensor </a> <a href=“http://www.x.com> digital persona </a> <a href=“http://www.x.com> digital enrollment </a> website website website website website website website website website website website website website (the web) website website website (keywords & seo) (visitors) (links) (offer) (lead conversion) (crm)

Organic Search (database of intentions) triad biometrics authentication software multi-sensor enrollment enterprise biometrics (content) website website website website website <a href=“http://www.x.com> multi-sensor </a> <a href=“http://www.x.com> digital persona </a> <a href=“http://www.x.com> digital enrollment </a> website website website website website website website website website website website website website (the web) website website website (keywords & seo) (visitors) (links) (offer) (lead conversion) (crm) 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 persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona

Organic Search (database of intentions) triad biometrics authentication software multi-sensor enrollment enterprise biometrics (content) website website website website website <a href=“http://www.x.com> multi-sensor </a> <a href=“http://www.x.com> digital persona </a> <a href=“http://www.x.com> digital enrollment </a> website website website website website website website website website website website website website (the web) website website website (keywords & seo) (visitors) (links) (offer) (lead conversion) (crm) 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 persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona

Organic Search (database of intentions) triad biometrics authentication software multi-sensor enrollment enterprise biometrics (content) website website website website website <a href=“http://www.x.com> multi-sensor </a> <a href=“http://www.x.com> digital persona </a> <a href=“http://www.x.com> digital enrollment </a> website website website website website website website website website website website website website (the web) website website website (links) (offer) (lead conversion) (crm) (visitors) multi-sensor enrollment, digital persona (keywords & seo) 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 persona multi-sensor enrollment, digital persona

Organic Search (database of intentions) triad biometrics authentication software multi-sensor enrollment enterprise biometrics (content) website website website website website <a href=“http://www.x.com> multi-sensor </a> <a href=“http://www.x.com> digital persona </a> <a href=“http://www.x.com> digital enrollment </a> website website website website website website website website website website website website website (the web) website website website (links) (offer) (lead conversion) (crm) (visitors) multi-sensor enrollment, digital persona (keywords & seo) 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 persona multi-sensor enrollment, digital persona

Organic Search: Publisher/Marketer

Organic Search: Are You Worthy?

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

Search Volume

Relevance

Difficulty or Competition

On-Page SEO: “Visible” Tips

On-Page SEO: Invisible

Off-Page SEO = 75% Recommendations from friends “ I know Brian Halligan” “ Brian Halligan is a marketing expert” Seth Godin: “Brian is a marketing expert” Links are online recommendations A link: www.HubSpot.com A link with anchor text: Internet Marketing Link from a trusted website

Recommendations from friends

“ I know Brian Halligan”

“ Brian Halligan is a marketing expert”

Seth Godin: “Brian is a marketing expert”

Links are online recommendations

A link: www.HubSpot.com

A link with anchor text: Internet Marketing

Link from a trusted website

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

Remarkable Content

Blogs

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: www.SlideShare.net/HubSpot Grader your website: www.websitegrader.com Brian Halligan CEO & Co-Founder, HubSpot Twitter.com/Bhalligan http://Blog.HubSpot.com

Download these slides:

www.SlideShare.net/HubSpot

Grader your website:

www.websitegrader.com