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SEO 101: Search Engine Optimization

Brian Halligan

CEO & Co‐FounderCEO & Co Founder

HubSpot

Agenda

• Organic Search StrategyOn Page SEO Tips• On Page SEO Tips

• Off Page SEO Tips• Measuring Results

Organic vs. Paid Search

• Organic Search is Best• Free• Free

• More traffic

S t l• Smarter people

• Longer lasting

Organic Results75% Clicks

Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

Organic Search

(database of intentions)triad biometrics

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(database of intentions)triad biometrics

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Organic Search

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(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

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Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

multi‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment digital personamulti sensor enrollment digital personal ll d l

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websitewebsitewebsite

(lead conversion)

Organic Search

(database of intentions)triad biometrics

authentication software

multi‐sensor enrollment enterprise biometrics

multi‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment digital personamulti sensor enrollment digital personal ll d l

(visitors)multi sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital personamulti‐sensor enrollment, digital persona

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(lead conversion)

Organic Search: Publisher/Marketer

Organic Search:  Are You Worthy?

On Page SEO: Picking Keywords

• Search Volume 

R l• Relevance 

• Difficulty or Competition 

On‐Page SEO:  “Visible” Tips

On‐Page SEO:  Invisible

Off‐Page SEO =  75%

• Recommendations from friends1 “I know Brian Halligan”1. I know Brian Halligan2. “Brian Halligan is a marketing expert”3 S th G di “B i i k ti t”3. Seth Godin: “Brian is a marketing expert”

• Links are online recommendations1. A link: www.HubSpot.com2. A link with anchor text: Internet Marketing3. Link from a trusted website

Off Page SEO:  Tips• Remarkable Content

• Blogsg• Tools• Videos, photos, etc

• Social Mediasphere• Blogosphere• Directories• Partners• Press Releases• Answers, Forums, etc

Measurement

Measurement: Links

Measurement: Rank (vs. Competition)

Measrue:  Traffic, Leads, Customers

Thank You!

Download these slides:

www.SlideShare.net/HubSpotBrian Halligan

CEO & Co‐Founder HubSpot/ p

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CEO & Co Founder, HubSpot

Twitter.com/Bhalligan

http://Blog.HubSpot.com