Pptfive seoi-101110112831-phpapp01
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Pptfive seoi-101110112831-phpapp01

on

  • 917 views

 

Statistics

Views

Total Views
917
Views on SlideShare
917
Embed Views
0

Actions

Likes
0
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • http://www.flickr.com/photos/timengleman/3827154592/sizes/l/
  • Divides up your link authoritySee this with marketing agencies services – will list have a page for the same service, client portfolio, etc
  • You want all inbound links pointing at the same page
  • Page Title/Title TagURL (www.abc.com/important-keywords)Headings (H1, H2, H3 tags…)Page textImage Captions
  • Meta DescriptionMeta KeywordsAlt tags & image file namesWhile the Meta Description is not used to determine keyword relevance, it is what search engines display in the search results!
  • Flash is not SEO FriendlySearch engines have limited ability to crawl flashFlash content is not well optimizedNo guarantee a search engine will see itFlash menus/navigation is not crawlableIf you have flash elements, add textual content with header tags to the page as well
  • Visitors to your site looking at your menu willfind more descriptive menu items useful. Forexample “What We Do” vs. “Small BusinessConsulting” or “Internet Marketing Services”and so on
  • • Google uses link text as one of it’s primarymeans of identifying important keywords for apage.• Take advantage of this by using keyword richlink text when linking to other pages on yoursite, for example:
  • What is Nofollow?• A nofollow link is ignored by search engines.It is treated as text on the page.• Typically used on sites with user submittedcontent. Can also be used on your own site.• Nofollow is a piece of the HTML of a link:<a />Hubspot</a>General example – privacy policyGoogle has a budget, counted in number ofpages per site it will crawl. By telling Google thatsome pages are not important, Google will notcrawl those pages, leaving room in the budget forother important pages on your site• Since nofollow links are ignored, they are nottreated as outbound links. This will make everyother link on that page more powerful
  • • Try to place text towards the top of your page.• You want both Search Engines and traffic to yoursite to quickly and easily find the content• Pages load in the order information appears, so ifyou have a large video or big images above thetext, the text will not display until the file loads• When possible, avoid the use of tables. Search engines crawleach cell individually and they may not crawl thecells in the order you want them to, thus creatingfragmented text.
  • • Try to place text towards the top of your page.• You want both Search Engines and traffic to yoursite to quickly and easily find the content• Pages load in the order information appears, so ifyou have a large video or big images above thetext, the text will not display until the file loads• When possible, avoid the use of tables. Search engines crawleach cell individually and they may not crawl thecells in the order you want them to, thus creatingfragmented text.
  • Begin overview of hubspot optimization tools, broad - specifcGreat place to start for optimizing client sites, mention for developing proposals as well
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • Here are the links to start a free trial for yourself or a client. You can also go to http://www.hubspot.com/partners and complete the form to get access to these links. Please do not advertise the availability of these trials. Typically, we offer only a 7 day trial.
  • HubSpot provides software + training to help businesses get found online, convert site visitors into leads and customers. The software helps measure and analyze what’s happening, so users can improve their lead generation and customer acquisition results over time. We now have over 1500 customers and are signing up about 150 new customers every month. We are up past 90 employees now, and we are always looking for new inside sales professionals, and software developers. You can apply online at hubspot.com/careers.
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - A page on our website w/ a list of the live webinars. Click the links to register and get login info each week.
  • You’ll need to regsiter each week for the classes. This is our way of checking attendance. People that attend regularly will get special attention and special perks.
  • - Homework. For example, next week, we’ll be telling you to download the inbound marketing calculator and run through the numbers for your own business.

Pptfive seoi-101110112831-phpapp01 Presentation Transcript

  • 1. On-Page Search Engine Optimization (SEO): What Marketing Agencies Need to Know
    Partner Program Training Program
    November 2010
    Peter Caputa IV
    Partner Program Manager
    Twitter: @pc4media
    pcaputa@hubspot.com
    #HubSpotSEO
  • 2. Agenda
    Why SEO is Especially Important For Agencies/Consultants
    Keyword Research & The Long Tail
    Content is Key to Increasing Traffic/Time
    Review of Basic SEO Terms
    All You Need to Know About SEO for SMBs
    Things to Avoid
    When Designing a Website
    Becoming an SEO Expert Using HubSpot Software
    Getting Help
  • 3. Demand: Everybody Wants More Search Traffic
    3
  • 4. Be the Expert: SEO is Still Misunderstood by Most Marketers
    4
  • 5. Do The Right Thing: There are Lots of Bad Eggs
    5
    http://blog.hubspot.com/blog/tabid/6307/bid/4059/Improving-Your-Search-Rankings-With-SEO-Pixie-Dust.aspx
  • 6. Lead In: SEO Can Be a Start to Larger Service Offerings
    6
  • 7. Practice What You Preach
    7
  • 8. Agenda
    Why SEO is Especially Important For Agencies/Consultants
    Keyword Research & The Long Tail
    Content is Key to Increasing Traffic/Time
    All You Need to Know About SEO for SMBs
    Things to Avoid
    When Designing a Website
    Becoming an SEO Expert Using HubSpot Software
    Getting Help
  • 9. Long Tail Keywords
    http://blog.hubspot.com/blog/tabid/6307/bid/4723/6-Ways-to-Leverage-the-Long-Tail-in-Your-Marketing.aspx
  • 10. Blue Ocean Keywords
    http://blog.hubspot.com/blog/tabid/6307/bid/6002/Finding-Blue-Ocean-Keywords-A-Fresh-Look-At-The-Long-Tail.aspx
  • 11. Each Page Should Be Optimized with Different Phrases
    11
    ?
    Page Two:
    Social Media
    Page One:
    Social Media
    Page Four:
    Social Media
    Page Three:
    Social Media
    Which page does Google rank you for “content strategy”?
  • 12. Use Variations of Your Important Phrases
    12
    !
    Page Two:
    Social Media
    Portfolio
    Page One:
    Social Media
    Tips
    Page Four:
    Social Media
    Resources
    Page Three:
    Social Media
    Services
  • 13. Even Better…Expand Your Core Keywords
    Take a keyword core to you and expand on it
    Example: Social Media becomes….
    Facebook Page Creation
    Twitter Strategy
    Social Media Services
    Social Media Advertising on Facebook
    Social Media Influencer outreach
    13
  • 14. Agenda
    Why SEO is Especially Important For Agencies/Consultants
    Keyword Research & The Long Tail
    Content is Key to Increasing Traffic/Time
    All You Need to Know About SEO for SMBs
    Things to Avoid
    When Designing a Website
    Becoming an SEO Expert Using HubSpot Software
    Getting Help
  • 15. Blogging is Critical to Increasing Search Traffic
  • 16. Agenda
    Why SEO is Especially Important For Agencies/Consultants
    Keyword Research & The Long Tail
    Content is Key to Increasing Traffic/Time
    All You Need to Know About SEO for SMBs
    Things to Avoid
    When Designing a Website
    Becoming an SEO Expert Using HubSpot Software
    Getting Help
  • 17. Two things at work to get the top…
    • Relevance
    For a given keyword search, web pages are indexed to that keyword
    In other words…“Relevance gets you on the list (SERP)”
    • Authority
    Google uses inbound links to measure how much authority you have
    In other words…“Authority determines how high you go”
    17
  • 18. 25% of SEO = On Page (Visible)
    • Page Title
    • 19. URL
    • 20. H1,H2,H3 tags
    • 21. Page Text
    • 22. Bold
  • 25% of SEO = On Page (Invisible)
    • Description
    • 23. Keywords
    • 24. Alt text on images
  • On-Page SEO elements - Visible
    20
    On-Page SEO – 25% of the SEO Equation
  • 25. On-Page SEO - Behind the Scenes
    21
  • 26. Meta Description Tips and Tricks
    Make sure you have your keywords for the page appear in your Meta Description. This will help ensure Google uses your Meta Description
    Make your meta description short as SERPs don’t display much information.
    This is your chance to convince traffic to click through to your site, a crucial component in determining relevance for your site!
    22
  • 27. Title, URL and Image File Hints
    23
    Page Titles
    70 Characters max., keep important keywords up front, separate
    keywords with “pipes” (ex. | ), every page title should be unique.
    URLs
    Have child-page urls carry keywords after the forward slash, separate keywords
    With “dashes” (ex. - ) or “underscores” (ex. _ ).
    Image File Name
    Rename image-file names with keywords, separate keywords
    With “dashes” (ex. - ) or “underscores” (ex. _ ).
  • 28. Image Optimization!
    Basic rule – Use Alt Text
    Advanced tips:
    Use unique alt text for all images on a page. Same alt text for every image could raise some red flags for search engine spiders
    Do not put alt text on 1 KB navigational or spacing images
    Put keyword in image name: fitness-running.jpg
    Use .jpg or .gif and keep the image small for quick load time
    24
  • 29. Ranking On-Page SEO Elements by Importance
    Page Titles/Title Tags
    URLs
    Headings
    Page Text
    Meta Description
    ALT text/File Name/Image Caption
    Meta Keywords **
    **As of late 2009 it was confirmed that none of the major search engines include meta keywords in the current algorithms. However, we believe these keywords are still being indexed and may be used again in the future so, in our estimation, it is still a best practice to take the 2 minutes to add these while building pages.
    25
  • 30. 75% of SEO = Off Page
    • Recommendations from friends
    “I know Mike Volpe”
    “Mike Volpe is a marketing expert”
    You trust the person saying this
    • Links are online recommendations
    A link: www.HubSpot.com
    Anchor text: Internet Marketing
    Link is from a trusted website
  • 31. Agenda
    Why SEO is Especially Important For Agencies/Consultants
    Keyword Research & The Long Tail
    Content is Key to Increasing Traffic/Time
    All You Need to Know About SEO for SMBs
    Things to Avoid
    When Designing a Website
    Becoming an SEO Expert Using HubSpot Software
    Getting Help
  • 32. Design Elements to watch out for
    Sites designed in Flash
    Image-based navigation
    Java-based navigation
    Too many images
    Text placement and tables
    28
  • 33. Sites designed in Flash: How to Tell
    Right click on content
    29
  • 34. Sites designed in Flash: Not SEO Friendly
    30
  • 35. Other things to watch for
    Image or Java-based navigation
    Spiders can’t crawl it.
    Can prevent proper site indexing
    Two many images
    Search engines can’t read images
    Reduces indexable content
    Text placement and tables
    Text should be above large images
    Text in tables may not be “read” correctly
    31
  • 36. Agenda
    Why SEO is Especially Important For Agencies/Consultants
    Keyword Research & The Long Tail
    Content is Key to Increasing Traffic/Time
    All You Need to Know About SEO for SMBs
    Things to Avoid
    When Designing a Website
    Becoming an SEO Expert Using HubSpot Software
    Getting Help
  • 37. Navigation: Use Keywords in Navigation
    33
  • 38. Optimizing your Navigation: What to Avoid
    Avoid image navigation because Google can’t read what the image is
    Avoid JavaScript navigation as Google may not be able to follow this navigation to other pages, thus failing to index your whole site
    34
  • 39. Optimizing Your Navigation: Be Descriptive
    35
  • 40. Internal Link Structure: Anchor Text
    Keyword rich anchor text, click and it goes to…
    36
  • 41. Internal Link Structure: Anchor Text
    37
  • 42. Internal Link Structure: Anchor Text
    Much more effective than:
    Automatic Email Marketing Campaigns click here
    38
  • 43. Utilize Nofollow Links to Tell Google Where to Go
    39
  • 44. Text Placement & Tables
    40
  • 45. Use 301 Redirects When Changing Page Names
    41
    http://blog.hubspot.com/blog/tabid/6307/bid/32/The-301-Redirect-How-To-Change-Your-Website-Address-Without-Losing-Search-Rankings.aspx
  • 46. Agenda
    Why SEO is Especially Important For Agencies/Consultants
    Keyword Research & The Long Tail
    Content is Key to Increasing Traffic/Time
    All You Need to Know About SEO for SMBs
    Things to Avoid
    When Designing a Website
    Becoming an SEO Expert Using HubSpot Software
    Getting Help
  • 47. Website Grader SEO Tool
  • 48. Page Grader
    Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked keywords, links)
    Automatically recommend improvements to optimize each page of your site
  • 49. Keyword Grader
    • Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google
    • 50. Identify critical long tail words (high conversion rates, low competition)
    • 51. Monitor your rank against competitors for each keyword/phrase
    • 52. Determine the specific page on your site that is ranking for each keyword(phrase) and how to make further improvements
  • On Page SEO Analysis
  • 53. Article/Page SEO Performance Analysis
  • 54. Off-Page SEO
    Link Grader
    • Identify opportunities to generate more return from your existing links
    • 55. Monitor your live inbound links and which inbound links are producing the most value for you
    • 56. Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  • Agenda
    Why SEO is Especially Important For Agencies/Consultants
    Keyword Research & The Long Tail
    Content is Key to Increasing Traffic/Time
    All You Need to Know About SEO for SMBs
    Things to Avoid
    When Designing a Website
    Becoming an SEO Expert Using HubSpot Software
    Getting Help
  • 57. How to Get Help…
  • 58. Learn the Value of the HubSpot Software…
    As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller
    Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS
    Gives you access to http://success.hubspot.com
  • 59. What’s HubSpot?
    Inbound marketing software + training
    Over 1,500 customers in 2 years
    130+ employees
    Still growing!
  • 60. Learn the Benefits of the Value Added Reseller Program
    Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients.
    Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success.
    Margin share of 20% on all deals for the life of the customer
    Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates.
    53
    A Group that Wants to Change How the World Does Marketing!
  • 61. Ask for Help…
    Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request
    Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/
  • 62. List of Upcoming Classes/Link to Recordings
    55
    http://www.hubspot.com/partners/training-program/classes
  • 63. Weekly Email about Upcoming Classes - Thursday
    56
  • 64. Live Webinar: Every Tuesday @ 1PM EST
    57
    Additional Webinars SOMETIMES on Thursday at 2PM EST
  • 65. Register for Weekly Class(es) to Get Login
    58
  • 66. Some Homework & Recorded Stuff Too…
    59
    Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator