Post on 05-Dec-2014
description
SEO:Past, Present, Future
Kipp Bodnar@kbodnar32
Jeanne Hopkins@JeanneHopkins
SEO Tips from Website Grader
Lessons from 2,732,332 websites
Timeline of SEO
Time Period Ranking Algorithm
Before 2000 • Context (web page content)
2000 to 2010 • Context• Authority (links)
2010 and Beyond• Context• Authority• Personalization (social media and personal info)
SEO Before 2000
Ranking Algorithm:f(n): Context
Which Page Gets #1 Ranking?
Search: “business software”
Result: HubSpot.com = #1HubSpot has stuffed all the metadata and text fields with lots of keyword phrases, including “business software”, “business”, etc.
vs.
On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
Keyword Selection
“Cosmetic Dentist”vs
“Prosthodontist”
Attractive to Whom? (Context)
www.seo-browser.com
Pre-2000 SEO Tips
• Lots of pages• Search spider friendly• Keyword-rich content
SEO from 2000 to 2010
Ranking Algorithm:f(n): Context + Authority
Which Page Gets #1 Ranking?
Search: “business software”
Result: Salesforce.com = #1Salesforce.com has more links and authority since it is a larger company and has been around longer.
vs.
Authority is Determined by Links
Why Links are Votes to Google
• Recommendations from friends1. “I know HubSpot”2. “HubSpot is a marketing expert”3. You trust the person saying this
• Links are online recommendations1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website
More + Better Content = Links
A Few Links Matter A Lot
Source: SEOMoz
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Publish Everywhere
Link Worthy Content
Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
2000 to 2010 SEO Tips
• Lots of pages• Search spider friendly• Keyword-rich content• Link-worthy content• Promote content to get links
SEO in 2010 and Beyond
Ranking Algorithm:f(n): Context + Authority
+ Social / Personal
Which Page Gets #1 Ranking?
Search: “business software”
Result: It depends!It depends on who you are and when you search.
vs.
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
What Does SEO Rank Mean?
SEO rank is nowa meaningless metric.
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.
Where is Search Going?
Where is Search Going?
Major Trends in Search / Information
• Search fractionalization• Personalization• Content volume• Social graph data• Social discovery• Real time content
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
Top Search Engines
Words Per Search Growing
Source: http://blog.comscore.com/2010/06/facebook_search_engine.html
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
50 Million Tweets Per Day
NEW: Facebook = The Web
Coming to SEO: Likes = Links
= =
What should I do to prepare for what’s next in SEO?
Build Your Reach to Build AuthorityReach Metric HubSpot Salesforce.comInbound Links 451,000 78,676MozRank SEO Authority 1-10 6 6
LinkedIn Group Members 45,000 14,400LinkedIn Company Followers 458 276Facebook Fans 11,900 6,500Twitter Followers 34,000 6,800Google Buzz Followers 1,000 NoneYouTube Views 300,000 400,000Slideshare Views 375,000 3,000Twitter Mentions Per Month 34,000 9,500
Content Makes You Interesting
Blogging Drives Social Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Make Sharing Easy
Auto-Post New Content to Social & Email
New Blog Post: A CEO’s Guide to Internet Marketing
Build Network - Keyword Search
Start Groups on Topics
Groups
Group & Page
Lists
Participate in Q&A
• FacebookDiscussions
• Yahoo! Answers
• LinkedIn Q&A and Discussions
All Your Employees Are Marketers
Empower Employees by Sharing Info
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
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
Q & A