Seo past, present, future

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SEO: Past, Present, Future Kipp Bodnar @kbodnar32 Jeanne Hopkins @JeanneHopkins

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Transcript of Seo past, present, future

Page 1: Seo   past, present, future

SEO:Past, Present, Future

Kipp Bodnar@kbodnar32

Jeanne Hopkins@JeanneHopkins

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SEO Tips from Website Grader

Lessons from 2,732,332 websites

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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)

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SEO Before 2000

Ranking Algorithm:f(n): Context

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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.

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On-Page SEO (Context)

• Page Title

• Clean URL

• Headers & Content

• Description

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Keyword Selection

“Cosmetic Dentist”vs

“Prosthodontist”

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Attractive to Whom? (Context)

www.seo-browser.com

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Pre-2000 SEO Tips

• Lots of pages• Search spider friendly• Keyword-rich content

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SEO from 2000 to 2010

Ranking Algorithm:f(n): Context + Authority

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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.

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Authority is Determined by Links

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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

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More + Better Content = Links

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A Few Links Matter A Lot

Source: SEOMoz

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Publish Everything

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

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Link Worthy Content

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Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

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2000 to 2010 SEO Tips

• Lots of pages• Search spider friendly• Keyword-rich content• Link-worthy content• Promote content to get links

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SEO in 2010 and Beyond

Ranking Algorithm:f(n): Context + Authority

+ Social / Personal

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Which Page Gets #1 Ranking?

Search: “business software”

Result: It depends!It depends on who you are and when you search.

vs.

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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

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What Does SEO Rank Mean?

SEO rank is nowa meaningless metric.

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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.

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Where is Search Going?

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Where is Search Going?

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Major Trends in Search / Information

• Search fractionalization• Personalization• Content volume• Social graph data• Social discovery• Real time content

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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

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Top Search Engines

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Words Per Search Growing

Source: http://blog.comscore.com/2010/06/facebook_search_engine.html

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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

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50 Million Tweets Per Day

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NEW: Facebook = The Web

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Coming to SEO: Likes = Links

= =

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What should I do to prepare for what’s next in SEO?

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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

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Blogging Drives Social Success

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

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Make Sharing Easy

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Auto-Post New Content to Social & Email

New Blog Post: A CEO’s Guide to Internet Marketing

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Build Network - Keyword Search

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Start Groups on Topics

Groups

Group & Page

Lists

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Participate in Q&A

• FacebookDiscussions

• Yahoo! Answers

• LinkedIn Q&A and Discussions

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All Your Employees Are Marketers

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Empower Employees by Sharing Info

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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

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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

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Q & A