SEO 101:
The Basics of
Search Engine Optimization
Dharmesh Shah
Founder, Chief Software Architect
HubSpot
Welcome to M.I.T!
A big world of content…
Thousands of servers
index this content…
Relevance + Authority
#1: Relevance
#2: High Search Volume
#3: Winnability
Tips for Optimizing Page Titles
1. use your keywords
2. more words, less power for each
3. earlier keywords have more influence
4. Google already knows your brand
5.5.5.5. don’t forget the humans!
An Inbound link is a vote…
…But all votes are not equal!
#1: Avoid Black Hat
#2: Have User Empathy
#3: Don’t Feel Entitled
#4: Measure and Track
#5: Give your site a pulse
#6: Relax! Don’t Stress
Checklist:Checklist:Checklist:Checklist:
1. Pick great keywords2. Optimize key pages
3. Get powerful links4. Measure and
track
