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SEO:      Past, Present, FutureKipp Bodnar       Jeanne Hopkins@kbodnar32        @JeanneHopkins
SEO Tips from Website Grader  Lessons from 2,732,332 websites
Timeline of SEO    Time Period       Ranking Algorithm   Before 2000       • Context (web page content)                   ...
SEO Before 2000  Ranking Algorithm:        f(n): Context
Which Page Gets #1 Ranking?Search: “business software”                      vs.Result: HubSpot.com = #1HubSpot has stuffed...
On-Page SEO (Context)• Page Title• Clean URL• Headers & Content• Description
Keyword Selection                    “Cosmetic Dentist”                           vs                     “Prosthodontist”
Attractive to Whom? (Context)                            www.seo-browser.com
Pre-2000 SEO Tips • Lots of pages • Search spider friendly • Keyword-rich content
SEO from 2000 to 2010  Ranking Algorithm: f(n): Context + Authority
Which Page Gets #1 Ranking?Search: “business software”                      vs.Result: Salesforce.com = #1Salesforce.com h...
Authority is Determined by Links
Why Links are Votes to Google• Recommendations from friends  1. “I know HubSpot”  2. “HubSpot is a marketing expert”  3. Y...
More + Better Content = Links
A Few Links Matter A LotSource: SEOMoz
Publish Everything•   Blog•   Podcast•   Videos•   Photos•   Presentations•   eBooks•   News Releases
Publish Everywhere
Link Worthy Content
Blogging Attracts More Links     Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
2000 to 2010 SEO Tips •   Lots of pages •   Search spider friendly •   Keyword-rich content •   Link-worthy content •   Pr...
SEO in 2010 and Beyond  Ranking Algorithm: f(n): Context + Authority    + Social / Personal
Which Page Gets #1 Ranking?Search: “business software”                    vs.Result: It depends!It depends on who you are ...
What influences the results? •   Browser history of searcher •   Location of searcher •   Social graph of searcher •   Soc...
What Does SEO Rank Mean?       SEO rank is now     a meaningless metric.
What Does SEO Rank Mean? At any one time you rank #1 or   #8 or #40 based on who is searching, where they search,     and ...
Where is Search Going?
Where is Search Going?
Major Trends in Search / Information •   Search fractionalization •   Personalization •   Content volume •   Social graph ...
Searches Per Second     Google: 34,000 / second     Yahoo: 3,200 /second     Bing: 927 / secondSource: http://searchengine...
Top Search Engines
Words Per Search Growing    Source: http://blog.comscore.com/2010/06/facebook_search_engine.html
Posts Per Second     Facebook: 700 / second     Twitter: 600 / second     Google Buzz: 55 / secondSource: http://searcheng...
50 Million Tweets Per Day
NEW: Facebook = The Web
Coming to SEO: Likes = Links          =          =
What should I do to prepare for     what’s next in SEO?
Build Your Reach to Build AuthorityReach Metric                 HubSpot   Salesforce.comInbound Links                451,0...
Evolution of the Database
Content Makes You Interesting
Blogging Drives Social Success      Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Make Sharing Easy
Auto-Post New Content to Social & Email                          New Blog Post: A CEO’s                          Guide to ...
Build Network - Keyword Search
Start Groups on Topics               Groups               Group & Page               Lists
Participate in Q&A• Facebook  Discussions• Yahoo!  Answers• LinkedIn  Q&A and  Discussions
All Your Employees Are Marketers
Empower Employees by Sharing Info
SEO Tips for 2010 and Beyond •   Lots of pages •   Search spider friendly •   Keyword-rich content •   Link-worthy content...
Suggested Next Steps The Basics: • Read the “Inbound Marketing” Book • Grade your website:   www.WebsiteGrader.com More Ad...
Q&A
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Seo past, present, future

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Transcript of "Seo past, present, future"

  1. 1. SEO: Past, Present, FutureKipp Bodnar Jeanne Hopkins@kbodnar32 @JeanneHopkins
  2. 2. SEO Tips from Website Grader Lessons from 2,732,332 websites
  3. 3. Timeline of SEO Time Period Ranking Algorithm Before 2000 • Context (web page content) • Context 2000 to 2010 • Authority (links) • Context • Authority 2010 and Beyond • Personalization (social media and personal info)
  4. 4. SEO Before 2000 Ranking Algorithm: f(n): Context
  5. 5. Which Page Gets #1 Ranking?Search: “business software” vs.Result: HubSpot.com = #1HubSpot has stuffed all the metadata and textfields with lots of keyword phrases, including“business software”, “business”, etc.
  6. 6. On-Page SEO (Context)• Page Title• Clean URL• Headers & Content• Description
  7. 7. Keyword Selection “Cosmetic Dentist” vs “Prosthodontist”
  8. 8. Attractive to Whom? (Context) www.seo-browser.com
  9. 9. Pre-2000 SEO Tips • Lots of pages • Search spider friendly • Keyword-rich content
  10. 10. SEO from 2000 to 2010 Ranking Algorithm: f(n): Context + Authority
  11. 11. Which Page Gets #1 Ranking?Search: “business software” vs.Result: Salesforce.com = #1Salesforce.com has more links and authoritysince it is a larger company and has been aroundlonger.
  12. 12. Authority is Determined by Links
  13. 13. Why Links are Votes to Google• Recommendations from friends 1. “I know HubSpot” 2. “HubSpot is a marketing expert” 3. You trust the person saying this• Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  14. 14. More + Better Content = Links
  15. 15. A Few Links Matter A LotSource: SEOMoz
  16. 16. Publish Everything• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
  17. 17. Publish Everywhere
  18. 18. Link Worthy Content
  19. 19. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  20. 20. 2000 to 2010 SEO Tips • Lots of pages • Search spider friendly • Keyword-rich content • Link-worthy content • Promote content to get links
  21. 21. SEO in 2010 and Beyond Ranking Algorithm: f(n): Context + Authority + Social / Personal
  22. 22. Which Page Gets #1 Ranking?Search: “business software” vs.Result: It depends!It depends on who you are and when you search.
  23. 23. What influences the results? • Browser history of searcher • Location of searcher • Social graph of searcher • Social authority of pages • Up to the second news / trends
  24. 24. What Does SEO Rank Mean? SEO rank is now a meaningless metric.
  25. 25. What Does SEO Rank Mean? At any one time you rank #1 or #8 or #40 based on who is searching, where they search, and what is happening.
  26. 26. Where is Search Going?
  27. 27. Where is Search Going?
  28. 28. Major Trends in Search / Information • Search fractionalization • Personalization • Content volume • Social graph data • Social discovery • Real time content
  29. 29. Searches Per Second Google: 34,000 / second Yahoo: 3,200 /second Bing: 927 / secondSource: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
  30. 30. Top Search Engines
  31. 31. Words Per Search Growing Source: http://blog.comscore.com/2010/06/facebook_search_engine.html
  32. 32. Posts Per Second Facebook: 700 / second Twitter: 600 / second Google Buzz: 55 / secondSource: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
  33. 33. 50 Million Tweets Per Day
  34. 34. NEW: Facebook = The Web
  35. 35. Coming to SEO: Likes = Links = =
  36. 36. What should I do to prepare for what’s next in SEO?
  37. 37. Build Your Reach to Build AuthorityReach Metric HubSpot Salesforce.comInbound Links 451,000 78,676MozRank SEO Authority 1-10 6 6LinkedIn Group Members 45,000 14,400LinkedIn Company Followers 458 276Facebook Fans 11,900 6,500Twitter Followers 34,000 6,800Google Buzz Followers 1,000 NoneYouTube Views 300,000 400,000Slideshare Views 375,000 3,000Twitter Mentions Per Month 34,000 9,500
  38. 38. Evolution of the Database
  39. 39. Content Makes You Interesting
  40. 40. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  41. 41. Make Sharing Easy
  42. 42. Auto-Post New Content to Social & Email New Blog Post: A CEO’s Guide to Internet Marketing
  43. 43. Build Network - Keyword Search
  44. 44. Start Groups on Topics Groups Group & Page Lists
  45. 45. Participate in Q&A• Facebook Discussions• Yahoo! Answers• LinkedIn Q&A and Discussions
  46. 46. All Your Employees Are Marketers
  47. 47. Empower Employees by Sharing Info
  48. 48. SEO Tips for 2010 and Beyond • Lots of pages • Search spider friendly • Keyword-rich content • Link-worthy content • Promote content to get links • Publish more often • Build a large social following • Engage your social following
  49. 49. Suggested Next Steps The Basics: • Read the “Inbound Marketing” Book • Grade your website: www.WebsiteGrader.com More Advanced: • Tips for Twitter, Facebook, LinkedIn: • www.HubSpot.com/marketing-hubs
  50. 50. Q&A
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