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Why & How SEO has Changed #InboundLearning
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CHAT WITH US:
Use the hashtag #InboundLearning on Twitter
How to Transform Your SEO Strategy
10/16
10/23 How You Can Optimize Your Website
Why and How SEO has Changed
10/30 How to Improve Your Authority Online
Mark Kilens
@MarkKilens
Sarah Bedrick Inbound Marketing Professor
@sbedrick
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AGENDA
What has changed in SEO
Recent Google changes
How to respond to the changes
Webinar tasks
Why SEO has changed
WHY SEO HAS
CHANGED 1
Internet is the largest source of data
Millions of new website pages
are being added every week
92% of online users first use
search engines to look for
services and products.
HubSpot’s State of Inbound Marketing 2012
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Search engines must…
Crawl every page on the Internet
Understand & then index it correctly
Serve it up at the right time
We already know this.
Since there is more information than
ever...
is always being completely
transformed
SEO
The world of SEO was once
considered easy
Always a black box
People just got good at
figuring it out
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What SEO once was…
Create a page & rank
Include meta keywords & rank
Include keywords & rank
Create inbound links & rank
But, people began to overdo it.
But, people began to overdo it.
And they began to abuse Google
Over-abuse examples:
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Bait and switch with keywords
Include meta keywords & rank
Inbound links from link farms, or lesser quality websites
Over-optimization of website pages
Over-abuse examples:
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Bait and switch with keywords
Include meta keywords & rank
Inbound links from link farms, or lesser quality websites
Over-optimization of website pages
Also known as black hat SEO.
Black hat: anything suspicious or unnatural
How many of you have seen this?
It’s referencing this over-abuse:
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Bait and switch with keywords
Include meta keywords & rank
Inbound links from link farms, or lesser quality websites
Over-optimization of website pages
So yes, bad SEO is dead.
is always being completely
transformed
SEO
2 WHAT HAS
CHANGED
Google’s Algorithm
It has a lot of moving parts…
It has a lot of moving parts…
…many of which we already
know
Add keywords to a few key places
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KEYWORDS IN
BODY TEXT
KEYWORDS IN
ALT ATTRIBUTE
KEYWORDS IN
BLOG TITLE
KEYWORDS IN
FILENAME
“Blog-Writing-Tips.png”
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Add keywords to blog title 1.
2. Naturally throughout the body
4.
3.
Image file name (e.g. “better-
segmentation-for-email.png”)
Image ALT tag
Like where to add our keywords
on a page
Search engines don’t buy your services/products, consumers do.
We’re on the brink of an
incredible shift
“We’re trying to level the playing field”
@MattCutts,
Head of Google Web Spam
#InboundLearning
#InboundLearning
Matt Cutts,
Head of Google Web Spam
“Focus on the end user”
Their message: Focus on the user.
BUT, it’s mainly referencing this:
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Prevalence & value of social
More integrated with user experience (UX)
Importance of branding
3 RECENT GOOGLE
CHANGES
Data was gathered from multiple
credible SEO sources.
Google’s Most Recent Changes
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Penguin Update #3: October 5th, 2012
August/September 65-Pack – October 4th, 2012
Exact Match Domain Update – Sep 27th, 2012
Panda #20 - Sep 27th, 2012
“There were 525 algorithm changes
launched in 2011.” Amit Singhal, Google Fellow
#InboundLearning
Matt Cutts,
Head of Google Web Spam
“Focus on the end user”
4 HOW TO
RESPOND TO
THE CHANGES
SEO
SEO
CEO (Customer Experience Optimization)
CEO (Customer Experience Optimization)
CEO (Customer Experience Optimization)
Quality
Content
CEO (Customer Experience Optimization)
Quality
Content
Quality
Website
CEO (Customer Experience Optimization)
Quality
Content
Quality
Website
Great UX
CEO (Customer Experience Optimization)
Quality
Content
Quality
Website
Great UX
Inbound
links
CEO (Customer Experience Optimization)
Quality
Content
Quality
Website
Great UX
Inbound
links
Social
Sharing
CEO (Customer Experience Optimization)
Quality
Content
Quality
Website
Great UX
Inbound
links
Social
Sharing
Are you providing
value?
Create a world-class website
experience.
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Creating a world-class website
Great content
Create a great user experience
Make sharing of your content simple
Build up your brand identity
Optimize the content
1. Great content
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Make great content
Content targeted at your buyer personas
Make it consistent
Make it easy-to-digest
Be educational & valuable
2. Great user experience
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Create a great user-experience
Create great content
Make it easy to find relevant content – like above the fold
Provide next logical step
Remove superfluous information/friction
3. Make sharing simple
Social sharing on blog posts
Social sharing anywhere relevant
4. Build your brand identity
Brand recognition didn’t happen overnight for Coca Cola, Disney,
Apple or Macy’s
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KEYWORDS IN
BODY TEXT
KEYWORDS IN
ALT ATTRIBUTE
KEYWORDS IN
BLOG TITLE
KEYWORDS IN
FILENAME
“Blog-Writing-Tips.png”
2
Add keywords to blog title 1.
2. Naturally throughout the body
4.
3.
Image file name (e.g. “better-
segmentation-for-email.png”)
Image ALT tag
Optimize your content
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3
1
KEYWORDS IN
BODY TEXT
KEYWORDS IN
ALT ATTRIBUTE
KEYWORDS IN
BLOG TITLE
KEYWORDS IN
FILENAME
“Blog-Writing-Tips.png”
2
Add keywords to blog title or
page title
1.
Include your keywords in a few key places:
Sample page title for website page:
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3
1
KEYWORDS IN
BODY TEXT
KEYWORDS IN
ALT ATTRIBUTE
KEYWORDS IN
BLOG TITLE
KEYWORDS IN
FILENAME
“Blog-Writing-Tips.png”
2
Add keywords to page title or
blog title
1.
2. Naturally throughout the body
Include your keywords in a few key places:
4
3
1
KEYWORDS IN
BODY TEXT
KEYWORDS IN
ALT ATTRIBUTE
KEYWORDS IN
BLOG TITLE
KEYWORDS IN
FILENAME
“Blog-Writing-Tips.png”
2
Add keywords to page title or
blog title
1.
2. Naturally throughout the body
4.
3.
Image file name (e.g. “better-
segmentation-for-email.png”)
Image ALT tag
Include your keywords in a few key places:
4
3
1
KEYWORDS IN
BODY TEXT
KEYWORDS IN
ALT ATTRIBUTE
KEYWORDS IN
BLOG TITLE
KEYWORDS IN
FILENAME
“Blog-Writing-Tips.png”
2
Add keywords to page title or
blog title
1.
2. Naturally throughout the body
4.
3.
Image file name (e.g. “better-
segmentation-for-email.png”)
Image ALT tag
Include your keywords in a few key places:
What is this page’s purpose?
What about this page?
And what about this page?
And what about this page?
What about this?
Create a world-class website
experience.
5 WEBINAR
TASKS
Webinar Tasks
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3 Always be making changes to better the customer experience
Audit your pages to make sure they provide value & the next logical steps
Read through the webinar resources to learn more about the changes
Webinar Resources
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Building the search engine of the future,
one baby step at a time
Google & YouTube Make Algorithm Updates
Google Algorithm Change History
4 Where is SEO Going in 2013?
QUESTIONS?
HubSpot Resources
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http://help.hubspot.com
http://forums.hubspot.com
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Watch webinar recordings
Download webinar slides
http://academy.hubspot.com/webinars/
4 Download webinar resources
THANK YOU.
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