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SEO 101 Internet Marketing Workshop May2009 HubSpot Worcester
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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?Why is it important?
Buyers Start in Google
98% Search in Google
Source: Marketing Sherpa
What is SEM?
SEO vs. PPCSEO vs. PPC
Organic vs. Paid
Organic Search is Best
• Free
• More traffic
• Smarter peopleOrganic Results
Pay Per Click – 25% of Clicks
• Smarter people
• Longer lasting
Organic Results
75% of clicks
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 BasicsSEO Basics
How does Google decide?
How does Google decide?
• On Page Factors
~ 25%
• Content On
Page
SEO
• Off Page Factors
~ 75%
• Links
SEO
25%
Off
Page
SEO
75%
SEO
On-Page Off-Page
Search Engine Optimization
3,000 searches per second• Publish more content• Optimize your content• Promote your content
Picking KeywordsPicking Keywords
Pick Your Keyword Battles
vs
14
vs.
FlickrFlickr: : SimonstarrSimonstarrFlickrFlickr: Extra Medium: Extra Medium
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)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 SEOOn 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 engineengine
• <b> = Bold• <i> = Italics• <h1> = Heading 1• <img alt text = “Internet Marketing”>
Visible On Page SEO
• Page Title
• URL
• H1,H2,H3 tags• 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? 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 SEOOff Page SEO
Vocabulary
• Page Rank• How important Google thinks your site is• 0 to 10• Exponential scale
• Inbound Links• 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 friends1. “I know Jen Snynder”
2. “Jen Snyder is a marketing expert”3. Seth Godin: “Snyder’s a marketing expert”
• Links are online recommendations1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. 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)• 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 youproducing 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.
MeasurementMeasurement
SEO Measurement
FlickrFlickr: : noblelgnnoblenoblelgnnoble
Website Grader
Internet Marketing Scorecard
Inbound Links
Keyword Rank (vs. Competition)
Traffic, Leads and CustomersVisitors from SEO
Visitors Leads Customers
SEO 5,289 754 12
Blogging 834 72 3
Social Media 511 28 1
DIY or DIFMDIY 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).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.com3. 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 WorkshopMay 13, 2009
www.HubSpot.com
Jennifer Snyder
HubSpot
www.HubSpot.comwww.Grader.com