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SEO - Past, Present, Future

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American Marketing Association Webinar "SEO - Past, Present, Future", Presented by HubSpot

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SEO - Past, Present, Future

  1. SEO: Past, Present, Future Kipp Bodnar Jeanne Hopkins @kbodnar32 @JeanneHopkins
  2. SEO Tips from Website Grader Lessons from 2,732,332 websites
  3. Timeline of SEO Time Period Ranking Algorithm Before 2000 • Context (web page content) • Context 2000 to 2010 • Authority (links) • Context • Authority 2010 and Beyond • Personalization (social media and personal info)
  4. SEO Before 2000 Ranking Algorithm: f(n): Context
  5. Which Page Gets #1 Ranking? Search: “business software” vs. Result: HubSpot.com = #1 HubSpot has stuffed all the metadata and text fields with lots of keyword phrases, including “business software”, “business”, etc.
  6. On-Page SEO (Context) • Page Title • Clean URL • Headers & Content • Description
  7. Keyword Selection “Cosmetic Dentist” vs “Prosthodontist”
  8. Attractive to Whom? (Context) www.seo-browser.com
  9. Pre-2000 SEO Tips • Lots of pages • Search spider friendly • Keyword-rich content
  10. SEO from 2000 to 2010 Ranking Algorithm: f(n): Context + Authority
  11. Which Page Gets #1 Ranking? Search: “business software” vs. Result: Salesforce.com = #1 Salesforce.com has more links and authority since it is a larger company and has been around longer.
  12. Authority is Determined by Links
  13. Why Links are Votes to Google • Recommendations from friends 1. “I know HubSpot” 2. “HubSpot is a marketing expert” 3. You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  14. More + Better Content = Links
  15. A Few Links Matter A Lot Source: SEOMoz
  16. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  17. Publish Everywhere
  18. Link Worthy Content
  19. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  20. 2000 to 2010 SEO Tips • Lots of pages • Search spider friendly • Keyword-rich content • Link-worthy content • Promote content to get links
  21. SEO in 2010 and Beyond Ranking Algorithm: f(n): Context + Authority + Social / Personal
  22. Which Page Gets #1 Ranking? Search: “business software” vs. Result: It depends! It depends on who you are and when you search.
  23. What influences the results? • Browser history of searcher • Location of searcher • Social graph of searcher • Social authority of pages • Up to the second news / trends
  24. What Does SEO Rank Mean? SEO rank is now a meaningless metric.
  25. What Does SEO Rank Mean? At any one time you rank #1 or #8 or #40 based on who is searching, where they search, and what is happening.
  26. Where is Search Going?
  27. Where is Search Going?
  28. Major Trends in Search / Information • Search fractionalization • Personalization • Content volume • Social graph data • Social discovery • Real time content
  29. Searches Per Second Google: 34,000 / second Yahoo: 3,200 /second Bing: 927 / second Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
  30. Top Search Engines
  31. Words Per Search Growing Source: http://blog.comscore.com/2010/06/facebook_search_engine.html
  32. Posts Per Second Facebook: 700 / second Twitter: 600 / second Google Buzz: 55 / second Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
  33. 50 Million Tweets Per Day
  34. NEW: Facebook = The Web
  35. Coming to SEO: Likes = Links = =
  36. What should I do to prepare for what’s next in SEO?
  37. Build Your Reach to Build Authority Reach Metric HubSpot Salesforce.com Inbound Links 451,000 78,676 MozRank SEO Authority 1-10 6 6 LinkedIn Group Members 45,000 14,400 LinkedIn Company Followers 458 276 Facebook Fans 11,900 6,500 Twitter Followers 34,000 6,800 Google Buzz Followers 1,000 None YouTube Views 300,000 400,000 Slideshare Views 375,000 3,000 Twitter Mentions Per Month 34,000 9,500
  38. Evolution of the Database
  39. Content Makes You Interesting
  40. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  41. Make Sharing Easy
  42. Auto-Post New Content to Social & Email New Blog Post: A CEO’s Guide to Internet Marketing
  43. Build Network - Keyword Search
  44. Start Groups on Topics Groups Group & Page Lists
  45. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  46. All Your Employees Are Marketers
  47. Empower Employees by Sharing Info
  48. SEO Tips for 2010 and Beyond • Lots of pages • Search spider friendly • Keyword-rich content • Link-worthy content • Promote content to get links • Publish more often • Build a large social following • Engage your social following
  49. Suggested Next Steps The Basics: • Read the “Inbound Marketing” Book • Grade your website: www.WebsiteGrader.com More Advanced: • Tips for Twitter, Facebook, LinkedIn: • www.HubSpot.com/marketing-hubs
  50. Q&A

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