Download as PDF, PPTX
Uploaded byHubSpot
SEO - Past, Present, Future
SEO has evolved significantly over time from focusing solely on on-page context to also considering off-page authority and now personalization. Early SEO involved stuffing keywords and optimizing individual pages. Later, the focus shifted to creating high-quality, link-worthy content to build authority. Now, search results are highly personalized based on user history, social connections, and real-time information. To succeed at SEO today, companies must publish content across multiple channels, build large social followings, engage those followers, and empower employees to participate in content sharing and discussions online.
More Related Content
Similar to SEO - Past, Present, Future
SEO - Past, Present, Future
- 1. SEO: Past, Present, Future Kipp Bodnar Jeanne Hopkins @kbodnar32 @JeanneHopkins
- 2. SEO Tips fromWebsite Grader Lessons from 2,732,332 websites
- 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. 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.
- 6. On-Page SEO (Context) •Page Title • Clean URL • Headers & Content • Description
- 7. Keyword Selection “Cosmetic Dentist” vs “Prosthodontist”
- 8. Attractive to Whom?(Context) www.seo-browser.com
- 9. Pre-2000 SEO Tips • Lots of pages • Search spider friendly • Keyword-rich content
- 10. SEO from 2000to 2010 Ranking Algorithm: f(n): Context + Authority
- 11. 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.
- 12. Authority is Determinedby Links
- 13. Why Links areVotes 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. More + BetterContent = Links
- 15. A Few LinksMatter A Lot Source: SEOMoz
- 16. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
- 17.
- 18.
- 19. Blogging Attracts MoreLinks Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
- 20. 2000 to 2010SEO Tips • Lots of pages • Search spider friendly • Keyword-rich content • Link-worthy content • Promote content to get links
- 21. SEO in 2010and Beyond Ranking Algorithm: f(n): Context + Authority + Social / Personal
- 22. Which Page Gets#1 Ranking? Search: “business software” vs. Result: It depends! It depends on who you are and when you search.
- 23. What influences theresults? • Browser history of searcher • Location of searcher • Social graph of searcher • Social authority of pages • Up to the second news / trends
- 24. What Does SEORank Mean? SEO rank is now a meaningless metric.
- 25. What Does SEORank 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. Where is SearchGoing?
- 27. Where is SearchGoing?
- 28. Major Trends inSearch / Information • Search fractionalization • Personalization • Content volume • Social graph data • Social discovery • Real time content
- 29. 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
- 30.
- 31. Words Per SearchGrowing Source: http://blog.comscore.com/2010/06/facebook_search_engine.html
- 32. 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
- 33. 50 Million TweetsPer Day
- 34. NEW: Facebook =The Web
- 35. Coming to SEO:Likes = Links = =
- 36. What should Ido to prepare for what’s next in SEO?
- 37. Build Your Reachto Build Authority Reach Metric HubSpot Salesforce.com Inbound Links 451,000 78,676 MozRank SEO Authority 1-10 6 6 LinkedIn Group Members 45,000 14,400 LinkedIn Company Followers 458 276 Facebook Fans 11,900 6,500 Twitter Followers 34,000 6,800 Google Buzz Followers 1,000 None YouTube Views 300,000 400,000 Slideshare Views 375,000 3,000 Twitter Mentions Per Month 34,000 9,500
- 38. Evolution of theDatabase
- 39. Content Makes YouInteresting
- 40. Blogging Drives SocialSuccess Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
- 41.
- 42. Auto-Post New Contentto Social & Email New Blog Post: A CEO’s Guide to Internet Marketing
- 43. Build Network -Keyword Search
- 44. Start Groups onTopics Groups Group & Page Lists
- 45. Participate in Q&A •Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
- 46. All Your EmployeesAre Marketers
- 47. Empower Employees bySharing Info
- 48. SEO Tips for2010 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. 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.