On-Page Search Engine Optimization (SEO): What Marketing Agencies Need to Know<br />Partner Program Training Program<br />...
Agenda<br />Why SEO is Especially Important For Agencies/Consultants<br />Keyword Research & The Long Tail<br />Content is...
Demand: Everybody Wants More Search Traffic<br />3<br />
Be the Expert: SEO is Still Misunderstood by Most Marketers<br />4<br />
Do The Right Thing: There are Lots of Bad Eggs<br />5<br />http://blog.hubspot.com/blog/tabid/6307/bid/4059/Improving-Your...
Lead In: SEO Can Be a Start to Larger Service Offerings<br />6<br />
Practice What You Preach<br />7<br />
Agenda<br />Why SEO is Especially Important For Agencies/Consultants<br />Keyword Research & The Long Tail<br />Content is...
Long Tail Keywords <br />http://blog.hubspot.com/blog/tabid/6307/bid/4723/6-Ways-to-Leverage-the-Long-Tail-in-Your-Marketi...
Blue Ocean Keywords <br />http://blog.hubspot.com/blog/tabid/6307/bid/6002/Finding-Blue-Ocean-Keywords-A-Fresh-Look-At-The...
Each Page Should Be Optimized with Different Phrases<br />11<br />?<br />Page Two:<br />Social Media<br />Page One:<br />S...
Use Variations of Your Important Phrases<br />12<br />!<br />Page Two:<br />Social Media<br />Portfolio<br />Page One:<br ...
Even Better…Expand Your Core Keywords<br />Take a keyword core to you and expand on it<br />Example: Social Media becomes…...
Agenda<br />Why SEO is Especially Important For Agencies/Consultants<br />Keyword Research & The Long Tail<br />Content is...
Blogging is Critical to Increasing Search Traffic<br />
Agenda<br />Why SEO is Especially Important For Agencies/Consultants<br />Keyword Research & The Long Tail<br />Content is...
Two things at work to get the top…<br /><ul><li>Relevance</li></ul>For a given keyword search, web pages are indexed to th...
25% of SEO = On Page (Visible)<br /><ul><li> Page Title
 URL
 H1,H2,H3 tags
 Page Text
 Bold</li></li></ul><li>25% of SEO = On Page (Invisible)<br /><ul><li> Description
 Keywords
 Alt text on images</li></li></ul><li>On-Page SEO elements - Visible <br />20<br />On-Page SEO – 25% of the SEO Equation<b...
On-Page SEO - Behind the Scenes<br />21<br />
Meta Description Tips and Tricks<br />Make sure you have your keywords for the page appear in your Meta Description. This ...
Title, URL and Image File Hints<br />23<br />Page Titles<br />70 Characters max., keep important keywords up front, separa...
Image Optimization!<br />Basic rule – Use Alt Text<br />Advanced tips:<br />Use unique alt text for all images on a page. ...
Ranking On-Page SEO Elements by Importance<br />Page Titles/Title Tags<br />URLs<br />Headings<br />Page Text<br />Meta De...
75% of SEO = Off Page<br /><ul><li>Recommendations from friends</li></ul>“I know Mike Volpe”<br /> “Mike Volpe is a market...
Agenda<br />Why SEO is Especially Important For Agencies/Consultants<br />Keyword Research & The Long Tail<br />Content is...
Design Elements to watch out for<br />Sites designed in Flash<br />Image-based navigation<br />Java-based navigation<br />...
Sites designed in Flash: How to Tell<br />Right click on content<br />29<br />
Sites designed in Flash: Not SEO Friendly<br />30<br />
Other things to watch for <br />Image or Java-based navigation<br />Spiders can’t crawl it.<br />Can prevent proper site i...
Agenda<br />Why SEO is Especially Important For Agencies/Consultants<br />Keyword Research & The Long Tail<br />Content is...
Navigation: Use Keywords in Navigation<br />33<br />
Optimizing your Navigation: What to Avoid<br />Avoid image navigation because Google can’t read what the image is<br />Avo...
Optimizing Your Navigation: Be Descriptive<br />35<br />
Internal Link Structure: Anchor Text<br />Keyword rich anchor text, click and it goes to…<br />36<br />
Internal Link Structure: Anchor Text<br />37<br />
Internal Link Structure: Anchor Text<br />Much more effective than: <br />Automatic Email Marketing Campaigns click here<b...
Utilize Nofollow Links to Tell Google Where to Go <br />39<br />
Text Placement & Tables<br />40<br />
Use 301 Redirects When Changing Page Names<br />41<br />http://blog.hubspot.com/blog/tabid/6307/bid/32/The-301-Redirect-Ho...
Agenda<br />Why SEO is Especially Important For Agencies/Consultants<br />Keyword Research & The Long Tail<br />Content is...
Website Grader SEO Tool<br />
Page Grader<br />Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked keywor...
Keyword Grader<br /><ul><li>Determine what keywords to optimize your pages around based on relevance, search volume, and h...
Identify critical long tail words (high conversion rates, low competition)
Monitor your rank against competitors for each keyword/phrase
Determine the specific page on your site that is ranking for each keyword(phrase) and how to make further improvements</li...
Article/Page SEO Performance Analysis<br />
Off-Page SEO<br />Link Grader<br /><ul><li>Identify opportunities to generate more return from your existing links
Monitor your live inbound links and which inbound links are producing the most value for you
Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of<...
How to Get Help… <br />
Learn the Value of the HubSpot Software…<br />As a Marketing agency or consultant, you have access to longer trials IF you...
What’s HubSpot?<br />Inbound marketing software + training<br />Over 1,500 customers in 2 years<br />130+ employees<br />S...
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  • 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 &amp; 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:&lt;a href=“http://www.hubspot.com” ref=“nofollow”&gt;Hubspot&lt;/a&gt;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

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