This document discusses the evolution of SEO over time from past to present to future. It outlines how SEO ranking algorithms have changed from solely considering on-page context signals to also incorporating authority signals like links and social signals. It recommends building authority through publishing high-quality content, promoting it socially to gain links and followers, and engaging with audiences across multiple social platforms. The future of SEO is predicted to involve more personalized search results influenced by social graphs and real-time information from social media.

1. SEO:Past, Present, Future Mike Volpe VP Marketing, HubSpot Twitter: @mvolpe

2. SEO Tips from Website Grader Lessons from 2,602,042 websites

3. Timeline of SEO

4. SEO Before 2000 Ranking Algorithm:f(n): Context

5. Which Page Gets #1 Ranking? Search: “business software” vs. Result: HubSpot.com = #1 HubSpot has stuffed all the metadata and text fields with lots of keyword phrases, including “business software”, “business”, etc.

7. Clean URL

8. Headers & Content

10. Attractive to Whom? (Context) www.seo-browser.com

11. Pre-2000 SEO Tips Lots of pages Search spider friendly Keyword-rich content

12. SEO from 2000 to 2010 Ranking Algorithm:f(n): Context + Authority

13. Which Page Gets #1 Ranking? Search: “business software” vs. Result: Salesforce.com = #1 Salesforce.com has more links and authority since it is a larger company and has been around longer.

14. Authority is Determined by Links

16. More + Better Content = Links

17. A Few Links Matter A Lot Source: SEOMoz

18. Publish Everything Blog Podcast Videos Photos Presentations eBooks News Releases

19. Publish Everywhere

20. Link Worthy Content

21. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

22. 2000 to 2010 SEO Tips Lots of pages Search spider friendly Keyword-rich content Link-worthy content Promote content to get links

23. SEO in 2010 and Beyond Ranking Algorithm:f(n): Context + Authority + Social / Personal

24. Which Page Gets #1 Ranking? Search: “business software” vs. Result: It depends! It depends on who you are and when you search.

25. 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

26. What Does SEO Rank Mean? SEO rank is now a meaningless metric.

27. 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.

28. Where is Search Going?

29. Where is Search Going?

30. Major Trends in Search / Information Search fractionalization Personalization Content volume Social graph data Social discovery Real time content

31. Searches Per Second Google: 34,000 / second Yahoo: 3,200 /second Bing: 927 / second Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

32. Top Search Engines

33. Words Per Search Growing Source: http://blog.comscore.com/2010/06/facebook_search_engine.html

34. Posts Per Second Facebook: 700 / second Twitter: 600 / second Google Buzz: 55 / second Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

35. 50 Million Tweets Per Day

36. NEW:Facebook = The Web

37. Coming to SEO: Likes = Links = =

38. What should I do to prepare for what’s next in SEO?

39. Build Your Reach to Build Authority

40. Evolution of the Database

41. Content Makes You Interesting

42. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

43. Make Sharing Easy

44. Auto-Post New Content to Social & Email New Blog Post: A CEO’s Guide to Internet Marketing

45. Build Network - Keyword Search

46. Start Groups on Topics Groups Group & Page Lists

47. Participate in Q&A Facebook Discussions Yahoo! Answers LinkedIn Q&A and Discussions

48. All Your Employees Are Marketers

49. Empower Employees by Sharing Info

50. 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

51. 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

52. Q & A These Slides: www.MikeVolpe.com/AAN Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe