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SEO: Past, Present, Future

SEO: Past, Present, Future. Mike Volpe VP Marketing, HubSpot Twitter: @ mvolpe. SEO Tips from Website Grader. Lessons from 2,602,042 websites. Timeline of SEO. SEO Before 2000. Ranking Algorithm: f(n): Context. Which Page Gets #1 Ranking?. Search: “business software”. vs.

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SEO: Past, Present, Future

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  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.

  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 2000 to 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 Determined by Links

  13. Why Links are Votes to Google • Recommendations from friends • “I know HubSpot” • “HubSpot 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

  14. More + Better Content = Links

  15. A Few Links Matter A Lot Source: SEOMoz

  16. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases

  17. Publish Everywhere

  18. Link Worthy Content

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

  20. 2000 to 2010 SEO Tips • Lots of pages • Search spider friendly • Keyword-rich content • Link-worthy content • Promote content to get links

  21. SEO in 2010 and 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 the results? • Browser history of searcher • Location of searcher • Social graph of searcher • Social authority of pages • Up to the second news / trends

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

  25. 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.

  26. Where is Search Going?

  27. Where is Search Going?

  28. Major Trends in Search / 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. Top Search Engines

  31. Words Per Search Growing 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 Tweets Per Day

  34. NEW:Facebook = The Web

  35. Coming to SEO: Likes = Links = =

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

  37. Build Your Reach to Build Authority

  38. Evolution of the Database

  39. Content Makes You Interesting

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

  41. Make Sharing Easy

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

  43. Build Network - Keyword Search

  44. Start Groups on Topics Groups Group & Page Lists

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

  46. All Your Employees Are Marketers

  47. Empower Employees by Sharing Info

  48. 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

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

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