This document provides an overview of on-page search engine optimization (SEO) strategies for marketing agencies and consultants. It discusses the importance of keyword research, content creation, and optimizing page elements like titles, URLs and images. It also covers off-page SEO factors like internal linking and link building. Throughout, it emphasizes using HubSpot software to perform SEO audits and track ranking and link performance.

1. On-Page Search Engine Optimization (SEO): What Marketing Agencies Need to Know Partner Program Training Program November 2010 Peter Caputa IV Partner Program Manager Twitter: @pc4media pcaputa@hubspot.com #HubSpotSEO

2. Agenda Why SEO is Especially Important For Agencies/Consultants Keyword Research & The Long Tail Content is Key to Increasing Traffic/Time Review of Basic SEO Terms All You Need to Know About SEO for SMBs Things to Avoid When Designing a Website Becoming an SEO Expert Using HubSpot Software Getting Help

3. Demand: Everybody Wants More Search Traffic 3

4. Be the Expert: SEO is Still Misunderstood by Most Marketers 4

5. Do The Right Thing: There are Lots of Bad Eggs 5 http://blog.hubspot.com/blog/tabid/6307/bid/4059/Improving-Your-Search-Rankings-With-SEO-Pixie-Dust.aspx

6. Lead In: SEO Can Be a Start to Larger Service Offerings 6

7. Practice What You Preach 7

8. Agenda Why SEO is Especially Important For Agencies/Consultants Keyword Research & The Long Tail Content is Key to Increasing Traffic/Time All You Need to Know About SEO for SMBs Things to Avoid When Designing a Website Becoming an SEO Expert Using HubSpot Software Getting Help

9. Long Tail Keywords http://blog.hubspot.com/blog/tabid/6307/bid/4723/6-Ways-to-Leverage-the-Long-Tail-in-Your-Marketing.aspx

10. Blue Ocean Keywords http://blog.hubspot.com/blog/tabid/6307/bid/6002/Finding-Blue-Ocean-Keywords-A-Fresh-Look-At-The-Long-Tail.aspx

11. Each Page Should Be Optimized with Different Phrases 11 ? Page Two: Social Media Page One: Social Media Page Four: Social Media Page Three: Social Media Which page does Google rank you for “content strategy”?

12. Use Variations of Your Important Phrases 12 ! Page Two: Social Media Portfolio Page One: Social Media Tips Page Four: Social Media Resources Page Three: Social Media Services

13. Even Better…Expand Your Core Keywords Take a keyword core to you and expand on it Example: Social Media becomes…. Facebook Page Creation Twitter Strategy Social Media Services Social Media Advertising on Facebook Social Media Influencer outreach 13

14. Agenda Why SEO is Especially Important For Agencies/Consultants Keyword Research & The Long Tail Content is Key to Increasing Traffic/Time All You Need to Know About SEO for SMBs Things to Avoid When Designing a Website Becoming an SEO Expert Using HubSpot Software Getting Help

15. Blogging is Critical to Increasing Search Traffic

16. Agenda Why SEO is Especially Important For Agencies/Consultants Keyword Research & The Long Tail Content is Key to Increasing Traffic/Time All You Need to Know About SEO for SMBs Things to Avoid When Designing a Website Becoming an SEO Expert Using HubSpot Software Getting Help

19. URL

20. H1,H2,H3 tags

21. Page Text

23. Keywords

25. On-Page SEO - Behind the Scenes 21

26. Meta Description Tips and Tricks Make sure you have your keywords for the page appear in your Meta Description. This will help ensure Google uses your Meta Description Make your meta description short as SERPs don’t display much information. This is your chance to convince traffic to click through to your site, a crucial component in determining relevance for your site! 22

27. Title, URL and Image File Hints 23 Page Titles 70 Characters max., keep important keywords up front, separate keywords with “pipes” (ex. | ), every page title should be unique. URLs Have child-page urls carry keywords after the forward slash, separate keywords With “dashes” (ex. - ) or “underscores” (ex. _ ). Image File Name Rename image-file names with keywords, separate keywords With “dashes” (ex. - ) or “underscores” (ex. _ ).

28. Image Optimization! Basic rule – Use Alt Text Advanced tips: Use unique alt text for all images on a page. Same alt text for every image could raise some red flags for search engine spiders Do not put alt text on 1 KB navigational or spacing images Put keyword in image name: fitness-running.jpg Use .jpg or .gif and keep the image small for quick load time 24

29. Ranking On-Page SEO Elements by Importance Page Titles/Title Tags URLs Headings Page Text Meta Description ALT text/File Name/Image Caption Meta Keywords ** **As of late 2009 it was confirmed that none of the major search engines include meta keywords in the current algorithms. However, we believe these keywords are still being indexed and may be used again in the future so, in our estimation, it is still a best practice to take the 2 minutes to add these while building pages. 25

31. Agenda Why SEO is Especially Important For Agencies/Consultants Keyword Research & The Long Tail Content is Key to Increasing Traffic/Time All You Need to Know About SEO for SMBs Things to Avoid When Designing a Website Becoming an SEO Expert Using HubSpot Software Getting Help

32. Design Elements to watch out for Sites designed in Flash Image-based navigation Java-based navigation Too many images Text placement and tables 28

33. Sites designed in Flash: How to Tell Right click on content 29

34. Sites designed in Flash: Not SEO Friendly 30

35. Other things to watch for Image or Java-based navigation Spiders can’t crawl it. Can prevent proper site indexing Two many images Search engines can’t read images Reduces indexable content Text placement and tables Text should be above large images Text in tables may not be “read” correctly 31

36. Agenda Why SEO is Especially Important For Agencies/Consultants Keyword Research & The Long Tail Content is Key to Increasing Traffic/Time All You Need to Know About SEO for SMBs Things to Avoid When Designing a Website Becoming an SEO Expert Using HubSpot Software Getting Help

37. Navigation: Use Keywords in Navigation 33

38. Optimizing your Navigation: What to Avoid Avoid image navigation because Google can’t read what the image is Avoid JavaScript navigation as Google may not be able to follow this navigation to other pages, thus failing to index your whole site 34

39. Optimizing Your Navigation: Be Descriptive 35

40. Internal Link Structure: Anchor Text Keyword rich anchor text, click and it goes to… 36

41. Internal Link Structure: Anchor Text 37

42. Internal Link Structure: Anchor Text Much more effective than: Automatic Email Marketing Campaigns click here 38

43. Utilize Nofollow Links to Tell Google Where to Go 39

44. Text Placement & Tables 40

45. Use 301 Redirects When Changing Page Names 41 http://blog.hubspot.com/blog/tabid/6307/bid/32/The-301-Redirect-How-To-Change-Your-Website-Address-Without-Losing-Search-Rankings.aspx

46. Agenda Why SEO is Especially Important For Agencies/Consultants Keyword Research & The Long Tail Content is Key to Increasing Traffic/Time All You Need to Know About SEO for SMBs Things to Avoid When Designing a Website Becoming an SEO Expert Using HubSpot Software Getting Help

47. Website Grader SEO Tool

48. Page Grader Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked keywords, links) Automatically recommend improvements to optimize each page of your site

50. Identify critical long tail words (high conversion rates, low competition)

51. Monitor your rank against competitors for each keyword/phrase

53. Article/Page SEO Performance Analysis

55. Monitor your live inbound links and which inbound links are producing the most value for you

57. How to Get Help…

58. Learn the Value of the HubSpot Software… As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS Gives you access to http://success.hubspot.com

59. What’s HubSpot? Inbound marketing software + training Over 1,500 customers in 2 years 130+ employees Still growing!

60. Learn the Benefits of the Value Added Reseller Program Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients. Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success. Margin share of 20% on all deals for the life of the customer Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates. 53 A Group that Wants to Change How the World Does Marketing!

61. Ask for Help… Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/

62. List of Upcoming Classes/Link to Recordings 55 http://www.hubspot.com/partners/training-program/classes

63. Weekly Email about Upcoming Classes - Thursday 56

64. Live Webinar: Every Tuesday @ 1PM EST 57 Additional Webinars SOMETIMES on Thursday at 2PM EST

65. Register for Weekly Class(es) to Get Login 58

66. Some Homework & Recorded Stuff Too… 59 Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator