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Search Engine Optimization
May 13, 2009
Jennifer Synder
Inbound Marketing Specialist
HubSpot
Agenda

• What is SEO? Why is it important?
• SEO Basics
  • Keywords
  • On Page SEO
  • Off Page SEO
• Measuring Results
• DIY vs DIFM
What is SEO?
Why is it important?
Buyers Start in Google


98% Search in Google




Source: Marketing Sherpa
What is SEM?

 SEO vs. PPC
Organic vs. Paid
Organic Search is Best
• Free
                   Pay Per Click – 25% of Clicks
• More traffic
                   Organic Results
• Smarter people
                    75% of clicks
• Longer lasting


                     Source: Marketing Sherpa and Enquiro Research
SEO – What and Why

• SEO refers to techniques that help your
  website rank higher in the organic/natural
  search results.

• This helps more people who are looking for
  your product or service find you.
SEO Basics
How does Google decide?
How does Google decide?
• On Page Factors
  ~ 25%
                            On
 • Content
                           Page
                           SEO
                           25%
• Off Page Factors       Off
  ~ 75%                 Page
                        SEO
 • Links                75%
SEO




On-Page         Off-Page
Search Engine Optimization




3,000 searches per second
   • Publish more content
   • Optimize your content
   • Promote your content
Picking Keywords
Pick Your Keyword Battles




                            vs
                            .
     Flickr:
     Flickr: Extra Medium        Flickr:
                                 Flickr: Simonstarr




14
Vocabulary
• Search Volume (goal = high)

• Relevance (goal = high)

• Difficulty or Competition (goal = low)
Search Volume
• You want to know how many people search
  exactly that term monthly.

• All data is guess-timated

• www.google.com/adwords

• HubSpot
Relevance
• You want to know how many people who
  search a term will buy from you.

• Make your own estimates

• Track results
Difficulty (Competition)
• You want to know your probability of getting to
  the first page of Google.

• SEO strength of existing websites (HubSpot)

• AdWords cost

• Number of results (bad idea)
Picking Keywords




• Search Volume (goal = high)
• Relevance (goal = high)
• Difficulty or Competition (goal = low)
Getting Found: On-Page SEO
                 HubSpot’s Keyword Grader
             •    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
             •    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
Let’s Do Some Keyword Research




• Click “customer login” at www.hubspot.com
• Search Marketing     Keywords
On Page SEO
HTML Overview
<font=“verdana”>HTML text <b>looks</b>
different to a <i>person</i> than to a <a
href=“http://www.google.com”> search engine
</a></font>

HTML text looks different to a person than to a search
engine

    <b> = Bold
•
    <i> = Italics
•
    <h1> = Heading 1
•
    <img alt text = “Internet Marketing”>
•
Visible On Page SEO
• Page Title

• URL

• H1,H2,H3 tags


• Page Text
   • Bold
“Invisible” On Page SEO
• Description



• Keywords


• Alt text on images
Can You Optimize a Page on Your Site?
• Can you add a page to your website?
• Can you change the title tag, URL, H1,
page content?
• Can you change meta description, meta
keywords?
Let’s Optimize a Page
• Login to Your HubSpot Portal
• Website    Page Manager Add Page
• Use a keyword, Page Name, Title, etc.
Off Page SEO
Vocabulary
• Page Rank
  • How important Google thinks your site is
  • 0 to 10
  • Exponential scale

• Inbound Links
   • Web pages that link to you

• Link Anchor Text
   • The text that is in the link to you
75% of SEO = Off Page
• Recommendations from friends
 1. “I know Jen Snynder”
 2. “Jen Snyder is a marketing expert”
 3. Seth Godin: “Snyder’s a marketing expert”


• Links are online recommendations
 1. A link: www.HubSpot.com
 2. Anchor text: Internet Marketing
 3. Link is from a trusted website
Google “Bombing”
Link Building Tips
• Directories
• Partners
• Content is king
   • Start a blog, join the blogosphere
  • Create a tool (WebsiteGrader.com)
  • Other: viral videos, photos
• Press Releases
• Social Media
• Answers, Forums, Wikis
More Content = More Links




33
Getting Found: Off-Page SEO
                 HubSpot’s Link Grader
              • 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
Let’s Analyze Your Links! Your Competitors.!
 • Yours: Search marketing      Link Grader
 • Competitors:
    • WSG: Total Links Column
    • Link Grader   Other.
Measurement
SEO Measurement




                  Flickr:
                  Flickr: noblelgnnoble
Website Grader
Internet Marketing Scorecard
Inbound Links
Keyword Rank (vs. Competition)
Traffic, Leads and Customers
                          Visitors from SEO




               Visitors         Leads         Customers
SEO            5,289            754           12
Blogging       834              72            3
Social Media   511              28            1
DIY or DIFM
Doing SEO Yourself
• It’s not rocket science.
• Content is king.
• Read a lot of blogs.
• Invest in great tools.
• Start small and work your way up.
• Track, so you learn what works.
Hiring an SEO Consultant
• They should be able to explain to you in
simple language what determines rank.
• They should explain everything to you.
• They should require good content.
• Their website is optimized (check Website
Grader).
• Their reference websites are optimized.
• They measure results in leads.
• They did not cold call you.
• They are more than $2000 / month.
Hiring an SEO Consultant
    Be clear about goals (traffic & leads).
•
    It will take 1 to 6 months. ($$$)
•
    Content is king. Who will write?
•
    Will they do the hard work? (links)
•
    Invest in great tools to track them.
•
http://blog.hubspot.com/blog/tabid/6307/bid/1466/7-signs-you-
should-run-screaming-from-an-seo-consultant.aspx
Additional Free SEO Resources

1. http://blog.hubspot.com
2. www.SEOmoz.com
  •   http://www.seomoz.org/article/search-ranking-factors

3. www.SEObook.com
4. www.SearchEngineLand.com
5. www.SearchEngineGuide.com
Additional Keyword Tools

1. Google Adwords Keyword Tool
2. Quantcast www.quantcast.com
3. Compete www.compete.com
Thank You!
Internet Marketing Workshop
May 13, 2009

www.HubSpot.com
www.Grader.com

Jennifer Snyder
HubSpot
jsnyder@hubspot.com

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SEO 101 HubSpot May 2009

  • 1. Search Engine Optimization May 13, 2009 Jennifer Synder Inbound Marketing Specialist HubSpot
  • 2. Agenda • What is SEO? Why is it important? • SEO Basics • Keywords • On Page SEO • Off Page SEO • Measuring Results • DIY vs DIFM
  • 3. What is SEO? Why is it important?
  • 4. Buyers Start in Google 98% Search in Google Source: Marketing Sherpa
  • 5. What is SEM? SEO vs. PPC Organic vs. Paid
  • 6. Organic Search is Best • Free Pay Per Click – 25% of Clicks • More traffic Organic Results • Smarter people 75% of clicks • Longer lasting Source: Marketing Sherpa and Enquiro Research
  • 7. SEO – What and Why • SEO refers to techniques that help your website rank higher in the organic/natural search results. • This helps more people who are looking for your product or service find you.
  • 9. How does Google decide?
  • 10. How does Google decide? • On Page Factors ~ 25% On • Content Page SEO 25% • Off Page Factors Off ~ 75% Page SEO • Links 75%
  • 11. SEO On-Page Off-Page
  • 12. Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content
  • 14. Pick Your Keyword Battles vs . Flickr: Flickr: Extra Medium Flickr: Flickr: Simonstarr 14
  • 15. Vocabulary • Search Volume (goal = high) • Relevance (goal = high) • Difficulty or Competition (goal = low)
  • 16. Search Volume • You want to know how many people search exactly that term monthly. • All data is guess-timated • www.google.com/adwords • HubSpot
  • 17. Relevance • You want to know how many people who search a term will buy from you. • Make your own estimates • Track results
  • 18. Difficulty (Competition) • You want to know your probability of getting to the first page of Google. • SEO strength of existing websites (HubSpot) • AdWords cost • Number of results (bad idea)
  • 19. Picking Keywords • Search Volume (goal = high) • Relevance (goal = high) • Difficulty or Competition (goal = low)
  • 20. Getting Found: On-Page SEO HubSpot’s Keyword Grader • 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 • 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
  • 21. Let’s Do Some Keyword Research • Click “customer login” at www.hubspot.com • Search Marketing Keywords
  • 23. HTML Overview <font=“verdana”>HTML text <b>looks</b> different to a <i>person</i> than to a <a href=“http://www.google.com”> search engine </a></font> HTML text looks different to a person than to a search engine <b> = Bold • <i> = Italics • <h1> = Heading 1 • <img alt text = “Internet Marketing”> •
  • 24. Visible On Page SEO • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 25. “Invisible” On Page SEO • Description • Keywords • Alt text on images
  • 26. Can You Optimize a Page on Your Site? • Can you add a page to your website? • Can you change the title tag, URL, H1, page content? • Can you change meta description, meta keywords?
  • 27. Let’s Optimize a Page • Login to Your HubSpot Portal • Website Page Manager Add Page • Use a keyword, Page Name, Title, etc.
  • 29. Vocabulary • Page Rank • How important Google thinks your site is • 0 to 10 • Exponential scale • Inbound Links • Web pages that link to you • Link Anchor Text • The text that is in the link to you
  • 30. 75% of SEO = Off Page • Recommendations from friends 1. “I know Jen Snynder” 2. “Jen Snyder is a marketing expert” 3. Seth Godin: “Snyder’s a marketing expert” • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  • 32. Link Building Tips • Directories • Partners • Content is king • Start a blog, join the blogosphere • Create a tool (WebsiteGrader.com) • Other: viral videos, photos • Press Releases • Social Media • Answers, Forums, Wikis
  • 33. More Content = More Links 33
  • 34. Getting Found: Off-Page SEO HubSpot’s Link Grader • 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
  • 35. Let’s Analyze Your Links! Your Competitors.! • Yours: Search marketing Link Grader • Competitors: • WSG: Total Links Column • Link Grader Other.
  • 37. SEO Measurement Flickr: Flickr: noblelgnnoble
  • 41. Keyword Rank (vs. Competition)
  • 42. Traffic, Leads and Customers Visitors from SEO Visitors Leads Customers SEO 5,289 754 12 Blogging 834 72 3 Social Media 511 28 1
  • 44. Doing SEO Yourself • It’s not rocket science. • Content is king. • Read a lot of blogs. • Invest in great tools. • Start small and work your way up. • Track, so you learn what works.
  • 45. Hiring an SEO Consultant • They should be able to explain to you in simple language what determines rank. • They should explain everything to you. • They should require good content. • Their website is optimized (check Website Grader). • Their reference websites are optimized. • They measure results in leads. • They did not cold call you. • They are more than $2000 / month.
  • 46. Hiring an SEO Consultant Be clear about goals (traffic & leads). • It will take 1 to 6 months. ($$$) • Content is king. Who will write? • Will they do the hard work? (links) • Invest in great tools to track them. • http://blog.hubspot.com/blog/tabid/6307/bid/1466/7-signs-you- should-run-screaming-from-an-seo-consultant.aspx
  • 47. Additional Free SEO Resources 1. http://blog.hubspot.com 2. www.SEOmoz.com • http://www.seomoz.org/article/search-ranking-factors 3. www.SEObook.com 4. www.SearchEngineLand.com 5. www.SearchEngineGuide.com
  • 48. Additional Keyword Tools 1. Google Adwords Keyword Tool 2. Quantcast www.quantcast.com 3. Compete www.compete.com
  • 49. Thank You! Internet Marketing Workshop May 13, 2009 www.HubSpot.com www.Grader.com Jennifer Snyder HubSpot jsnyder@hubspot.com