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1. 1/22/2008
Agenda
• What is SEO? Why is it important?
SEO 101 • SEO Basics
– Keywords
– On Page SEO
Mike Volpe
– Off Page SEO
VP Marketing
HubSpot • Measuring Results
1-800-482-0382 x2
mvolpe@hubspot.com
• DIY vs DIFM
Inbound Marketing is Essential
Outbound Marketing Inbound Marketing
• Inside Sales • SEO
• Telemarketing • Pay per click
• Tradeshows • Blogging / Blogosphere
What is SEO? •
•
Seminars
Print Advertising
•
•
Social Media / Buzz
Targeted Landing Pages
Why is it important? • Direct mail/email • Marketing Analytics
B2B Buyers Start in Google Organic Search is Best
• Try a search for: • Free
98% Search • “City” “Your Industry” Pay Per Click – 25% of Clicks
in Google • More traffic
•“Your Industry” in
“City”
Organic Results
• “Your Industry” in • Smarter people
“City, State”
75% of clicks
• What shows up?
• Longer lasting
Source: Marketing Sherpa and Enquiro Research
Source: Marketing Sherpa
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2. 1/22/2008
PPC Clicks by Position Organic Clicks by Position
Pay Per Click – 25% of Clicks
#1: 7% of clicks #1: 25% of clicks
Organic Results
#2: 4% of clicks #2: 12% of clicks
75% of clicks
#3-4: 2% of clicks #3: 8% of clicks
#5 to 10: 0.5% of clicks each #4 to 10: 3-5% of clicks each
SEO – What and Why
• SEO refers to techniques that help
your website rank higher in the
organic/natural search results. SEO Basics
• This helps more people who are
looking for your product or service
find you.
How does Google decide? How does Google decide?
• On Page
Factors ~ 25% On
Page
– Content SEO
25%
Off
• Off Page Page
SEO
Factors ~ 75% 75%
– Links
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3. 1/22/2008
Black Hat vs. White Hat
White Hat = Honest
• Producing good content
• People linking to your good content
• Using on-page factors to describe your content
Picking Keywords
Black Hat = Cheating
• Buying Links & Reciprocal Links
• Copying content from others
• Anything that seems like cheating
Vocabulary Search Volume
• Search Volume (goal = high) • You want to know how many people
search exactly that term monthly.
• Relevance (goal = high)
• All data is guestimated
• www.google.com/adwords
• Difficulty or Competition (goal = low)
• http://tools.seobook.com/keyword-
tools/seobook/
• HubSpot
Relevance Difficulty (Competition)
• You want to know how many people • You want to know your probability of
who search a term will buy from you. getting to the first page of Google.
• Make your own estimates • SEO strength of existing websites
• Track results • Page Rank of existing websites
• Compare to PPC ads • AdWords cost
• Number of results (bad idea)
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4. 1/22/2008
Picking Keywords
On Page SEO
• Search Volume (goal = high)
• Relevance (goal = high)
• Difficulty or Competition (goal = low)
HTML Overview Visible On Page SEO
<font=“verdana”>HTML text <b>looks</b>
different to a <i>person</i> than to a <a • Page Title
href=“http://www.google.com”> search engine
</a></font>
• URL
HTML text looks different to a person than to a search
engine • H1,H2,H3 tags
• <b> = Bold
• <i> = Italics
• <h1> = Heading 1 • Page Text
• <img alt text = “Internet Marketing”>
• Bold
“Invisible” On Page SEO
• Description
• Keywords Off Page SEO
• Alt text on images
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5. 1/22/2008
Vocabulary 75% of SEO = Off Page
• Page Rank • Recommendations from friends
• How important Google thinks your site is 1. “I know Mike Volpe”
• 0 to 10 2. “Mike Volpe is a marketing expert”
• Exponential scale 3. Seth Godin: “Volpe’s a marketing expert”
• Inbound Links
• Web pages that link to you • Links are online recommendations
1. A link: www.HubSpot.com
• Link Anchor Text 2. Anchor text: Internet Marketing
• The text that is in the link to you 3. Link is from a trusted website
Google “Bombing” Link Building Tips
• Directories
• Partners
• Content is king
• Start a blog, join the blogosphere
• Create a tool (WebsiteGrader.com)
• Other viral videos, photos
• Press Releases
• Social Media
• Answers, Forums, Wikis
Website Grader
Measurement
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6. 1/22/2008
Internet Marketing Scorecard Inbound Links
Keyword Rank (vs. Competition) Traffic and Leads from SEO
Traffic and Leads from SEO
DIY or DIFM
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7. 1/22/2008
Doing SEO Yourself Hiring an SEO Consultant
• It’s not rocket science. • They should be able to explain to you in
• Content is king. simple language what determines rank.
• They should explain everything to you.
• Read a lot of blogs.
• They should require good content.
• Get good tools. • They should be white hat.
• Start small and work your way up. • Their website is optimized (check Website
• Track, so you learn what works. Grader).
• Their reference websites are optimized.
• They measure results in leads.
http://www.seomoz.org/article/search-ranking-factors
• They did not cold call you.
• They are more than $2000 / month.
Hiring an SEO Consultant Additional SEO Resources
• Be clear about goals (traffic & leads).
• It will take 1 to 6 months. ($$$) 1. http://blog.hubspot.com
• Content is king. Who will write? 2. www.SEOmoz.com
• Will they do the hard work? (links) – http://www.seomoz.org/article/search-ranking-factors
http://blog.hubspot.com/blog/tabid/6307/bid/1466/7-signs-you- 3. www.SEObook.com
should-run-screaming-from-an-seo-consultant.aspx
4. www.SearchEngineLand.com
5. www.SearchEngineGuide.com
Additional Marketing Resources Thank You!
1. http://blog.hubspot.com
Mike Volpe
2. www.webinknow.com VP Marketing
HubSpot
3. www.pr-squared.com
1-800-482-0382 x2
4. New Rules of Marketing and PR mvolpe@hubspot.com
5. http://www.davidmeermanscott.com/docu
ments/New_Rules_of_PR.pdf
HubSpot makes everything that
6. http://success.hubspot.com
(HubSpot Customers Only)
we just talked about a lot easier to do,
so check out www.HubSpot.com
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