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What is SEO? Why is it important? The Internet has profoundly transformed the way people learn about and shop for products. Ten years ago, companies reached their consumers through trade shows, print advertising, and other traditional marketing methods. Today, consumers start their shopping experience by looking on the Internet, particularly in the search engines. In order to remain competitive, businesses' websites need to be found online by the consumers already searching for the products and services that they sell. SEO is not rocket science or black magic - this session will cover all the basics you need to know to optimize your website yourself and what to look for when hiring an SEO consultant.
Citation preview
SEO 101: Search Engine Optimization
Brian HalliganCEO & Co-FounderHubSpot
Download these slides:www.SlideShare.net/HubSpot
Agenda• Organic Search Strategy
• On Page SEO Tips
• Off Page SEO Tips
• Measuring Results
Organic vs. Paid Search• Organic Search is Best
• Free• More traffic• Smarter people• Longer lasting
Organic Results75% Clicks
(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
Organic Search
(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
Organic Search
(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
(visitors)
Organic Search
(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
(keywords & seo)multi-sensor enrollment, digital persona
(visitors)
Organic Search
(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
(keywords & seo)multi-sensor enrollment, digital persona
(visitors)
Organic Search
(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
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authentication software
multi-sensor enrollment enterprise biometrics
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(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
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(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
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(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
multi-sensor enrollment, digital personawebsite
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(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
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website
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Organic Search
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 personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona
multi-sensor enrollment, digital persona
(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
website
website
websitewebsite
website
<a href=“http://www.x.com>multi-sensor </a>
<a href=“http://www.x.com>digital persona </a>
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(crm)
Organic Search
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 personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona
multi-sensor enrollment, digital persona
(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
website
website
websitewebsite
website
<a href=“http://www.x.com>multi-sensor </a>
<a href=“http://www.x.com>digital persona </a>
<a href=“http://www.x.com>digital enrollment </a>
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(visitors)
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(offer)
(lead conversion)
(crm)
Organic Search
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 personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona
(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
website
website
websitewebsite
website
<a href=“http://www.x.com>multi-sensor </a>
<a href=“http://www.x.com>digital persona </a>
<a href=“http://www.x.com>digital enrollment </a>
websitewebsite
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(the web)
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(links)
(offer)
(lead conversion)
(crm)
(visitors)
multi-sensor enrollment, digital persona(keywords & seo)
Organic Search
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 personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona
(database of intentions)triad biometrics
authentication software
multi-sensor enrollment enterprise biometrics
(content)
website
website
websitewebsite
website
<a href=“http://www.x.com>multi-sensor </a>
<a href=“http://www.x.com>digital persona </a>
<a href=“http://www.x.com>digital enrollment </a>
websitewebsite
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(the web)
website
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(links)
(offer)
(lead conversion)
(crm)
(visitors)
multi-sensor enrollment, digital persona(keywords & seo)
Organic Search
Organic Search: Publisher/Marketer
Organic Search: Are You Worthy?
On Page SEO: Picking Keywords• Search Volume • Relevance • Difficulty or Competition
On-Page SEO: “Visible” Tips
On-Page SEO: Invisible
Off-Page SEO = 75%• Recommendations from friends
1. “I know Brian Halligan”
2. “Brian Halligan is a marketing expert”
3. Seth Godin: “Brian is a marketing expert”
• Links are online recommendations1. A link: www.HubSpot.com
2. A link with anchor text: Internet Marketing
3. Link from a trusted website
Off Page SEO: Tips• Remarkable Content
• Blogs• 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/HubSpotGrader your website:www.websitegrader.com
Brian HalliganCEO & Co-Founder, HubSpotTwitter.com/Bhalliganhttp://Blog.HubSpot.com
