1/22/2008




                                                                                         Agenda

           ...
1/22/2008




      PPC Clicks by Position                           Organic Clicks by Position
                   Pay Per...
1/22/2008




       Black Hat vs. White Hat
White Hat = Honest
• Producing good content
• People linking to your good con...
1/22/2008




                Picking Keywords



                                                                        ...
1/22/2008




                Vocabulary                            75% of SEO = Off Page
• Page Rank                     ...
1/22/2008




 Internet Marketing Scorecard          Inbound Links




Keyword Rank (vs. Competition)   Traffic and Leads ...
1/22/2008




            Doing SEO Yourself                                        Hiring an SEO Consultant
•   It’s not ...
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Seo 101 Hub Spot

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Transcript of "Seo 101 Hub Spot"

  1. 1. 1/22/2008 Agenda • What is SEO? Why is it important? SEO 101 • SEO Basics – Keywords – On Page SEO Mike Volpe – Off Page SEO VP Marketing HubSpot • Measuring Results 1-800-482-0382 x2 mvolpe@hubspot.com • DIY vs DIFM Inbound Marketing is Essential Outbound Marketing Inbound Marketing • Inside Sales • SEO • Telemarketing • Pay per click • Tradeshows • Blogging / Blogosphere What is SEO? • • Seminars Print Advertising • • Social Media / Buzz Targeted Landing Pages Why is it important? • Direct mail/email • Marketing Analytics B2B Buyers Start in Google Organic Search is Best • Try a search for: • Free 98% Search • “City” “Your Industry” Pay Per Click – 25% of Clicks in Google • More traffic •“Your Industry” in “City” Organic Results • “Your Industry” in • Smarter people “City, State” 75% of clicks • What shows up? • Longer lasting Source: Marketing Sherpa and Enquiro Research Source: Marketing Sherpa 1
  2. 2. 1/22/2008 PPC Clicks by Position Organic Clicks by Position Pay Per Click – 25% of Clicks #1: 7% of clicks #1: 25% of clicks Organic Results #2: 4% of clicks #2: 12% of clicks 75% of clicks #3-4: 2% of clicks #3: 8% of clicks #5 to 10: 0.5% of clicks each #4 to 10: 3-5% of clicks each SEO – What and Why • SEO refers to techniques that help your website rank higher in the organic/natural search results. SEO Basics • This helps more people who are looking for your product or service find you. How does Google decide? How does Google decide? • On Page Factors ~ 25% On Page – Content SEO 25% Off • Off Page Page SEO Factors ~ 75% 75% – Links 2
  3. 3. 1/22/2008 Black Hat vs. White Hat White Hat = Honest • Producing good content • People linking to your good content • Using on-page factors to describe your content Picking Keywords Black Hat = Cheating • Buying Links & Reciprocal Links • Copying content from others • Anything that seems like cheating Vocabulary Search Volume • Search Volume (goal = high) • You want to know how many people search exactly that term monthly. • Relevance (goal = high) • All data is guestimated • www.google.com/adwords • Difficulty or Competition (goal = low) • http://tools.seobook.com/keyword- tools/seobook/ • HubSpot Relevance Difficulty (Competition) • You want to know how many people • You want to know your probability of who search a term will buy from you. getting to the first page of Google. • Make your own estimates • SEO strength of existing websites • Track results • Page Rank of existing websites • Compare to PPC ads • AdWords cost • Number of results (bad idea) 3
  4. 4. 1/22/2008 Picking Keywords On Page SEO • Search Volume (goal = high) • Relevance (goal = high) • Difficulty or Competition (goal = low) HTML Overview Visible On Page SEO <font=“verdana”>HTML text <b>looks</b> different to a <i>person</i> than to a <a • Page Title href=“http://www.google.com”> search engine </a></font> • URL HTML text looks different to a person than to a search engine • H1,H2,H3 tags • <b> = Bold • <i> = Italics • <h1> = Heading 1 • Page Text • <img alt text = “Internet Marketing”> • Bold “Invisible” On Page SEO • Description • Keywords Off Page SEO • Alt text on images 4
  5. 5. 1/22/2008 Vocabulary 75% of SEO = Off Page • Page Rank • Recommendations from friends • How important Google thinks your site is 1. “I know Mike Volpe” • 0 to 10 2. “Mike Volpe is a marketing expert” • Exponential scale 3. Seth Godin: “Volpe’s a marketing expert” • Inbound Links • Web pages that link to you • Links are online recommendations 1. A link: www.HubSpot.com • Link Anchor Text 2. Anchor text: Internet Marketing • The text that is in the link to you 3. Link is from a trusted website Google “Bombing” 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 Website Grader Measurement 5
  6. 6. 1/22/2008 Internet Marketing Scorecard Inbound Links Keyword Rank (vs. Competition) Traffic and Leads from SEO Traffic and Leads from SEO DIY or DIFM 6
  7. 7. 1/22/2008 Doing SEO Yourself Hiring an SEO Consultant • It’s not rocket science. • They should be able to explain to you in • Content is king. simple language what determines rank. • They should explain everything to you. • Read a lot of blogs. • They should require good content. • Get good tools. • They should be white hat. • Start small and work your way up. • Their website is optimized (check Website • Track, so you learn what works. Grader). • Their reference websites are optimized. • They measure results in leads. http://www.seomoz.org/article/search-ranking-factors • They did not cold call you. • They are more than $2000 / month. Hiring an SEO Consultant Additional SEO Resources • Be clear about goals (traffic & leads). • It will take 1 to 6 months. ($$$) 1. http://blog.hubspot.com • Content is king. Who will write? 2. www.SEOmoz.com • Will they do the hard work? (links) – http://www.seomoz.org/article/search-ranking-factors http://blog.hubspot.com/blog/tabid/6307/bid/1466/7-signs-you- 3. www.SEObook.com should-run-screaming-from-an-seo-consultant.aspx 4. www.SearchEngineLand.com 5. www.SearchEngineGuide.com Additional Marketing Resources Thank You! 1. http://blog.hubspot.com Mike Volpe 2. www.webinknow.com VP Marketing HubSpot 3. www.pr-squared.com 1-800-482-0382 x2 4. New Rules of Marketing and PR mvolpe@hubspot.com 5. http://www.davidmeermanscott.com/docu ments/New_Rules_of_PR.pdf HubSpot makes everything that 6. http://success.hubspot.com (HubSpot Customers Only) we just talked about a lot easier to do, so check out www.HubSpot.com 7

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