Embed Size (px)
Citation preview
INBOUND15
The Changing Face of SEO in 2015
Bill King
Senior Customer Success Manager, HubSpot
Tyler Richer
Principal ImplementationSpecialist, HubSpot
INBOUND15
1. “The Search Engines Will Figure it Out”
2. “More is Better”
3. “Link Building is Dead”
4. “We Want to Rank #1 for Our Keyword”
5. “We Did SEO Once, it Didn’t Work”
6. Google Algorithm Updates Since Inbound 2014
7. Where Do We Start?
• Be Genuine & Continue to Create
• Do Your Research
• Take Advantage of your HubSpot Resources
Takeaways from this Session
INBOUND15
The Search Engines Will Figure It Out
INBOUND15
=
Common Misconception #1
INBOUND15
Where does this come from?o Algorithm Updates
o Drastic changes in correlation study factors
o Google data mining journey across devices/platforms
o The media
INBOUND15
Why it’s not true
A lack empathy for all parties involved.
INBOUND15
When This Is Where SEO Starts & Stops
If this is where SEO starts & stops
INBOUND15
This Is Your Likely Result
This is your likely result
INBOUND15
80-90%of all blog traffic comes from 10-20% of the posts you publish
Jay Baer – Convince & Converthttp://www.convinceandconvert.com/content-marketing/why-blog-posts-fail/
INBOUND15
The Keywordseems to continue losing influence over time as Google becomes better & better at evaluating other factors
Marcus Tober – searchmetricshttps://moz.com/blog/searchmetrics-ranking-factors-2014
INBOUND15
o Don’t forget the “marketing” in content marketing
o Get social…seriously…
oWrite good. useful content (stick around to learn more..)
o Have empathy in your inbound!
How to solve this:
INBOUND15
2 More Is Better
INBOUND15
Common Misconception #2
Better content > more content
INBOUND15
Where does this come from?oWriting for individual keywords
o Outdated keyword research tactics
o The more pages, the more real estate
o Pre-topical correlation & answer box
INBOUND15
Great content is topically focused
https://moz.com/blog/on-page-topic-seo
INBOUND15
10X Content*
*If being the best inhibits you from effectively promoting content, then have you won the battle? Perhaps hire someone to help with one side if so.
INBOUND15
Great ideas spread
Do people want to shareyour content?
INBOUND15
8% of leads for Hubspot come from new blog posts Ginny Soskey– Hubspot
http://blog.hubspot.com/marketing/blog-strategy-quality-quantity
INBOUND15
o One of a kind
o Relevant
o Helpful
o Easy to use
o Solve my intended problem
When creating NEW content:
INBOUND15
o Identify top performing posts
o Update the content to make it fresh
o Re-publish (Keep URL structure)
o Promote to targeted audience
Leveraging EXISTING content:
INBOUND15
o Hubspot editorial calendar
o Community – What are your target customers/prospects
talking about on social/forums
o Content Explorer – Learn what content is
already kicking butt in your niche
Tools to help you work smarter
INBOUND15
3 Link Building is Dead
INBOUND15
Where does this come from?o Penalties on sites with bad links in the past
o Less focus within search engine algorithms
o Google’s vague stance
INBOUND15
Buy links from sketchy sites
Post your site on directories
Pay your agency for any links, especially from higher ranking
sites
Put your keywords in the anchor text
Link Building was Easy in 2004
INBOUND15
“Is link building in any way good?”
INBOUND15
“I’d try to avoid it…”
- John MuellerGoogle Web Trends Analyst
INBOUND15
(general blank slide)
If You’ve Done Your Research, Don’t Be Bashful
INBOUND15
HUBSPOT PROJECTS
Projects are step-by-step guides to hitting your goals using multiple HubSpot tools.
academy.hubspot.com/customer-projects
INBOUND15
4 We Want to Rank #1 for Our Keyword
INBOUND15
Where does this come from?o Generally speaking, the boss
oWhen most people think SEO, they think keywords
o Something that was possible 10 years ago won’t be so easy
o Optimizing a page for a keyword isn’t difficult
This is the Oldest Misconception
INBOUND15
Do Your Research
Be Specific & Choose Your Battles
INBOUND15
The Keywordseems to continue losing influence over time as Google becomes better & better at evaluating other factors
Marcus Tober – searchmetricshttps://moz.com/blog/searchmetrics-ranking-factors-2014
Semantic SEO understands the intent of the searcher and
what the query means
I want to get into Semantics
Google Still Loves Fresh
Get On Page 1
“VIN Decoding”
INBOUND15
HUBSPOT PROJECTS
Projects are step-by-step guides to hitting your goals using multiple HubSpot tools.
academy.hubspot.com/customer-projects
INBOUND15
5 We Did SEO Once, It Didn’t Work
INBOUND15
Common Misconception #5
SEO is all tricks, or it doesn’t work..
INBOUND15
Where does this come from?o Search engine’s evolving at lightspeed
o Having been burned in the past
o Doing great SEO is hard, results take time
INBOUND15
That’s simply wrong
“Table stakes is very different from the art & science of the practice”
-Rand Fishkin
INBOUND15
Even Google needs SEO
INBOUND15
Is this your definition of SEO?
Rand Fishkin – SEO Tactics to Love vs. Leavehttp://www.slideshare.net/randfish/seo-tactics-to-love-vs-leave
INBOUND15
Is this your definition of SEO?
Rand Fishkin – SEO Tactics to Love vs. Leavehttp://www.slideshare.net/randfish/seo-tactics-to-love-vs-leave
INBOUND15
SEO without great content
It fails and it’s expensive.
INBOUND15
Great content with no SEO
Varying results. The hail mary approach.
INBOUND15
“The days of SEO being a game outsmarting algorithms are over. Today content strategy and valuable, sustainable SEO strategies are essential, not just tricks and links”
-Adam Audette, Chief Knowledge Officer, RKG
SEO + Content Marketing
INBOUND15
6 Google Algorithm Updates Since Inbound 2014
INBOUND15
Mobile Update 4/15
Google now rewards mobile-friendly sites.
INBOUND15
Get Tested
https://www.google.com/webmasters/tools/mobile-friendly/
INBOUND15
7 Where Do We Start?
INBOUND15
o Hubspot Academy Projects
o The State of SEO in 2015
Hubspot Webinar *coming soon*
o Inbound.org discussion!
Resources:
INBOUND15
The Changing Face of SEO in 2015
Q&A
