INBOUND 2015

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How to Use HubSpot to Win
At SEO
Jon Gettle
Senior Customer Success Manager,
Premier Services, HubSpot

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What is SEO?
The process of improving a web page’s
visibility in organic (unpaid) search results
in a search engine.

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What is SEO?
The process of improving a web page’s
visibility in organic (unpaid) search results
in a search engine.

4. 1. How does Google work?
2. Importance of Content
3. HubSpot’s Content Tools for SEO
4. Importance of Inbound Links
5. HubSpot’s Links Tool
6. SEO in the future

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1 How does Google Work?

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A quick history lesson…
Sergei Brin Larry Page
+ +

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• Document Summary
• Document Title
• Chapter Heading
• Paragraph Text
• Subchapter Heading

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Page Title
Meta Description
H2
H3
¶

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High Quality
Content

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So, Google cares about content.
What else?

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References and Citations

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High
Ranking
Websites
High
Quality
Links
High
Quality
Content

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2 Importance of Content

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Google Cares about
answers.
Why?

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Billions of times per day, consumers turn to
Google for I want-to-know, I want-to-go, I want-
to-do, and I want-to-buy moments. And at these
times, consumers are increasingly picking up
their smartphones for answers.
In fact, more Google searches take place on
mobile devices than on computers in 10
countries including the US and Japan.
Google Adwords Blog, May 2015

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In my opinion, the minimum bar today for
modern SEO is a step higher. That is, as good as
the best in the search results. If you can’t
consistently say, “we’re the best result a
searcher could find in the search results,” well
then guess what?
You’re not going to have an opportunity to rank.
Rand Fishkin, MOZ Whiteboard Friday, May 2015

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• Each piece of content should answer a question quickly
• Understand what it will take for each piece of content to
rank in the top 10
• Make sure your content is easily consumed by multiple
device types
How to ensure that you have good content

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3 HubSpot’s Content Tools for
SEO

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Quantitative Tools
Keyword research, Rank Tracking

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• Add keywords to monitor
• Attach keywords to a
campaign
• Get suggestions for
additional keywords to
focus on
HubSpot Keywords Tool - Research

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• Evaluate keyword value
using search volume
HubSpot Keywords Tool – Suggestions
• Find what questions you
should be answering
• Add them to the keywords
tool directly

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• Track your ranking for a
given keyword per page
• Document changes over
time
HubSpot Rank Tracking
• See suggestions to
improve your ranking

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Page Tracker – On Page SEO

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Page Tracker - Keywords

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Qualitative Tools
SEO view, Keyword improvement
suggestions

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Focus on a single keyword
(query) per post, and the tool
will make suggestions on
improving your content.
Improvement Suggestions

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SEO View with In line editor

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SEO View with In line editor

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• Familiarize yourself with the tools on display today
• Each piece of content should answer a specific query
• If you’re writing long-form content, do research on your
search engine competition first
Content Rules + Takeaways

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HUBSPOT PROJECTS
Projects are step-by-step
guides to hitting your goals
using multiple HubSpot
tools.
academy.hubspot.com/customer-projects

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4 Importance of Inbound Links

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AUTHORITY

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Important things to know about links
• Authority of linking site

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Important things to know about links
• Authority of linking site
• Anchor text

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Important things to know about links
• Authority of linking site
• Anchor text
• Relevance of linking
page

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• Web neighborhood
Important things to know about links
• Authority of linking site
• Anchor text
• Relevance of linking
page

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• Any link is a good link
• A link may be unhelpful, but won’t
be harmful
• More links > Better links
Misconceptions about Inbound Links

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• Pay attention to all inbound links to your site
• Drive inbound links to individual pages and posts on your
site
• Make it easy to share your best content, e.g. click to tweet
Improve your inbound link profile

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5 HubSpot’s Links Tool

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To access the links
tool, navigate to
the Reports home
page.
HubSpot Links Tool

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Links tool screen

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The links report will
give you important
inbound link
information for any
domain you choose.
What you can do with the links tool

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• Visits and contacts,
by linking domain
Inbound Links per domain
• Total # of Links
• Total # of domains

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Page Tracker – Inbound Links

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Look for Bad Links
Pro Tip:

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• Use inbound links to identify future content partners and
industry allies
• Identify links that may be harmful, and address them
• Keep track of inbound linking domains, and use as
quarterly marketing metric.
Links Tool Takeaways

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6 SEO in the Future

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George Colony - CEO and Chairman, Forrester
Research

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The Web, as the
dominant software
architecture of the
Internet, is dead…
The information within App Internet is
not easily searchable – so Google is
set for a long fade.

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What does this mean for marketers?

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Optimizing for in-app search engines is important.
A new frontier. New rules.

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THANK YOU

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These dogs are
wanted in seven states
for tax evasion &
fraud.

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This transparent color box is a useful
option for some larger images.

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