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SEO Past Present and Future

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SEO Past Present and Future - Tips on improving your search engine optimization to improve your website's performance, based on how the search engines work today and in the future.

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SEO Past Present and Future

  1. SEO:Past, Present, Future<br />Mike Volpe<br />VP Marketing, HubSpot<br />Twitter: @mvolpe<br />
  2. SEO Tips from Website Grader<br />Lessons from 2,602,042 websites<br />
  3. Timeline of SEO<br />
  4. SEO Before 2000<br />Ranking Algorithm:f(n): Context<br />
  5. Which Page Gets #1 Ranking?<br />Search: “business software”<br />vs.<br />Result: HubSpot.com = #1<br />HubSpot has stuffed all the metadata and text fields with lots of keyword phrases, including “business software”, “business”, etc.<br />
  6. On-Page SEO (Context)<br /><ul><li> Page Title
  7. Clean URL
  8. Headers & Content
  9. Description</li></li></ul><li>Keyword Selection<br />“Cosmetic Dentist”<br />vs <br />“Prosthodontist”<br />
  10. Attractive to Whom? (Context)<br />www.seo-browser.com<br />
  11. Pre-2000 SEO Tips<br />Lots of pages<br />Search spider friendly<br />Keyword-rich content<br />
  12. SEO from 2000 to 2010<br />Ranking Algorithm:f(n): Context + Authority<br />
  13. Which Page Gets #1 Ranking?<br />Search: “business software”<br />vs.<br />Result: Salesforce.com = #1<br />Salesforce.com has more links and authority since it is a larger company and has been around longer.<br />
  14. Authority is Determined by Links<br />
  15. Why Links are Votes to Google<br /><ul><li> Recommendations from friends</li></ul>“I know HubSpot”<br /> “HubSpot 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 />
  16. More + Better Content = Links<br />
  17. A Few Links Matter A Lot<br />Source: SEOMoz<br />
  18. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
  19. Publish Everywhere<br />
  20. Link Worthy Content<br />
  21. Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  22. 2000 to 2010 SEO Tips<br />Lots of pages<br />Search spider friendly<br />Keyword-rich content<br />Link-worthy content<br />Promote content to get links<br />
  23. SEO in 2010 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social / Personal<br />
  24. Which Page Gets #1 Ranking?<br />Search: “business software”<br />vs.<br />Result: It depends!<br />It depends on who you are and when you search.<br />
  25. What influences the results?<br />Browser history of searcher<br />Location of searcher<br />Social graph of searcher<br />Social authority of pages<br />Up to the second news / trends<br />
  26. What Does SEO Rank Mean?<br />SEO rank is now<br />a meaningless metric.<br />
  27. What Does SEO Rank Mean?<br />At any one time you rank #1 or #8 or #40 based on who is searching, where they search, and what is happening.<br />
  28. Where is Search Going?<br />
  29. Where is Search Going?<br />
  30. Major Trends in Search / Information<br />Search fractionalization<br />Personalization<br />Content volume<br />Social graph data<br />Social discovery<br />Real time content<br />
  31. Searches Per Second<br />Google: 34,000 / second<br />Yahoo: 3,200 /second<br />Bing: 927 / second<br />Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709<br />
  32. Top Search Engines<br />
  33. Words Per Search Growing<br />Source: http://blog.comscore.com/2010/06/facebook_search_engine.html<br />
  34. Posts Per Second<br />Facebook: 700 / second<br />Twitter: 600 / second<br />Google Buzz: 55 / second<br />Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709<br />
  35. 50 Million Tweets Per Day<br />
  36. NEW:Facebook = The Web<br />
  37. Coming to SEO: Likes = Links<br />= = <br />
  38. What should I do to prepare for what’s next in SEO?<br />
  39. Build Your Reach to Build Authority<br />
  40. Evolution of the Database<br />
  41. Content Makes You Interesting<br />
  42. Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
  43. Make Sharing Easy<br />
  44. Auto-Post New Content to Social & Email<br />New Blog Post: A CEO’s Guide to Internet Marketing<br />
  45. Build Network - Keyword Search<br />
  46. Start Groups on Topics<br />Groups<br />Group & Page<br />Lists<br />
  47. Participate in Q&A<br />Facebook Discussions<br />Yahoo! Answers<br />LinkedIn Q&A and Discussions<br />
  48. All Your Employees Are Marketers<br />
  49. Empower Employees by Sharing Info<br />
  50. SEO Tips for 2010 and Beyond<br />Lots of pages<br />Search spider friendly<br />Keyword-rich content<br />Link-worthy content<br />Promote content to get links<br />Publish more often<br />Build a large social following<br />Engage your social following<br />
  51. Suggested Next Steps<br />The Basics:<br />Read the “Inbound Marketing” Book<br />Grade your website: www.WebsiteGrader.com<br />More Advanced:<br />Tips for Twitter, Facebook, LinkedIn:<br />www.HubSpot.com/marketing-hubs<br />
  52. Q & A<br />These Slides: www.MikeVolpe.com/AAN<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />

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