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On-Page Search Engine Optimization (SEO): What Marketing Agencies Need to Know
Partner Program Training Program
November 2010
Peter Caputa IV
Partner Program Manager
Twitter: @pc4media
#HubSpotSEO
Agenda
• Why SEO is Especially Important For Agencies/Consultants
• Keyword Research & The Long Tail• Content is Key to Increasing Traffic/Time• Review of Basic SEO Terms• All You Need to Know About SEO for SMBs• Things to Avoid• When Designing a Website• Becoming an SEO Expert Using HubSpot Software• Getting Help
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Demand: Everybody Wants More Search Traffic
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Be the Expert: SEO is Still Misunderstood by Most Marketers
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Do The Right Thing: There are Lots of Bad Eggs
http://blog.hubspot.com/blog/tabid/6307/bid/4059/Improving-Your-Search-Rankings-With-SEO-Pixie-Dust.aspx
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Lead In: SEO Can Be a Start to Larger Service Offerings
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Practice What You Preach
Agenda
• Why SEO is Especially Important For Agencies/Consultants
• Keyword Research & The Long Tail• Content is Key to Increasing Traffic/Time• All You Need to Know About SEO for SMBs• Things to Avoid• When Designing a Website• Becoming an SEO Expert Using HubSpot Software• Getting Help
Long Tail Keywords
http://blog.hubspot.com/blog/tabid/6307/bid/4723/6-Ways-to-Leverage-the-Long-Tail-in-Your-Marketing.aspx
Blue Ocean Keywords
http://blog.hubspot.com/blog/tabid/6307/bid/6002/Finding-Blue-Ocean-Keywords-A-Fresh-Look-At-The-Long-Tail.aspx
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Each Page Should Be Optimized with Different Phrases
Page One:Social Media
Page Four:Social Media
Page Three:Social Media
Page Two:Social Media
?Which page does Google rank you for “content strategy”?
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Use Variations of Your Important Phrases
Page One:Social Media
Tips
Page Four:Social MediaResources
Page Three:Social Media
Services
Page Two:Social Media
Portfolio
!
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Even Better…Expand Your Core Keywords
Take a keyword core to you and expand on it
Example: Social Media becomes….• Facebook Page Creation• Twitter Strategy• Social Media Services• Social Media Advertising on Facebook• Social Media Influencer outreach
Agenda
• Why SEO is Especially Important For Agencies/Consultants
• Keyword Research & The Long Tail• Content is Key to Increasing Traffic/Time • All You Need to Know About SEO for SMBs• Things to Avoid• When Designing a Website• Becoming an SEO Expert Using HubSpot Software• Getting Help
Blogging is Critical to Increasing Search Traffic
Agenda
• Why SEO is Especially Important For Agencies/Consultants
• Keyword Research & The Long Tail• Content is Key to Increasing Traffic/Time • All You Need to Know About SEO for SMBs• Things to Avoid• When Designing a Website• Becoming an SEO Expert Using HubSpot Software• Getting Help
Two things at work to get the top…
• Relevance• For a given keyword search, web pages are indexed to that
keyword• In other words…“Relevance gets you on the list (SERP)”
• Authority• Google uses inbound links to measure how much authority you
have• In other words…“Authority determines how high you go”
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25% of SEO = On Page (Visible)
• Page Title
• URL
• H1,H2,H3 tags
• Page Text• Bold
25% of SEO = On Page (Invisible)
• Description
• Keywords
• Alt text on images
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On-Page SEO elements - Visible
On-Page SEO – 25% of the SEO
Equation
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On-Page SEO - Behind the Scenes
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Meta Description Tips and Tricks
• Make sure you have your keywords for the page appear in your Meta Description. This will help ensure Google uses your Meta Description
• Make your meta description short as SERPs don’t display much information.
• This is your chance to convince traffic to click through to your site, a crucial component in determining relevance for your site!
Title, URL and Image File Hints
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Page Titles
URLs
Image File Name
70 Characters max., keep important keywords up front, separatekeywords with “pipes” (ex. | ), every page title should be unique.
Have child-page urls carry keywords after the forward slash, separate keywordsWith “dashes” (ex. - ) or “underscores” (ex. _ ).
Rename image-file names with keywords, separate keywordsWith “dashes” (ex. - ) or “underscores” (ex. _ ).
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Image Optimization!
• Basic rule – Use Alt Text
• Advanced tips:• Use unique alt text for all images on a page. Same alt text for
every image could raise some red flags for search engine spiders
• Do not put alt text on 1 KB navigational or spacing images• Put keyword in image name: fitness-running.jpg• Use .jpg or .gif and keep the image small for quick load time
Ranking On-Page SEO Elements by Importance
1. Page Titles/Title Tags
2. URLs
3. Headings
4. Page Text
5. Meta Description
6. ALT text/File Name/Image Caption
7. Meta Keywords **
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**As of late 2009 it was confirmed that none of the major search engines include meta keywords in the current algorithms. However, we believe these keywords are still being indexed and may be used again in the future so, in our
estimation, it is still a best practice to take the 2 minutes to add these while building pages.
75% of SEO = Off Page
•Recommendations from friends1. “I know Mike Volpe”2. “Mike Volpe 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
Agenda
• Why SEO is Especially Important For Agencies/Consultants
• Keyword Research & The Long Tail• Content is Key to Increasing Traffic/Time • All You Need to Know About SEO for SMBs• Things to Avoid• When Designing a Website• Becoming an SEO Expert Using HubSpot Software• Getting Help
Design Elements to watch out for
• Sites designed in Flash• Image-based navigation• Java-based navigation• Too many images• Text placement and tables
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Sites designed in Flash: How to Tell
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Right click on content
Sites designed in Flash: Not SEO Friendly
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Other things to watch for
• Image or Java-based navigation• Spiders can’t crawl it.• Can prevent proper site indexing
• Two many images• Search engines can’t read images• Reduces indexable content
• Text placement and tables• Text should be above large images• Text in tables may not be “read” correctly
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Agenda
• Why SEO is Especially Important For Agencies/Consultants
• Keyword Research & The Long Tail• Content is Key to Increasing Traffic/Time • All You Need to Know About SEO for SMBs• Things to Avoid• When Designing a Website• Becoming an SEO Expert Using HubSpot Software• Getting Help
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Navigation: Use Keywords in Navigation
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Optimizing your Navigation: What to Avoid
• Avoid image navigation because Google can’t read what the image is
• Avoid JavaScript navigation as Google may not be able to follow this navigation to other pages, thus failing to index your whole site
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Optimizing Your Navigation: Be Descriptive
Internal Link Structure: Anchor Text
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Keyword rich anchor text, click and it goes to…
Internal Link Structure: Anchor Text
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Internal Link Structure: Anchor Text
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Much more effective than: Automatic Email Marketing Campaigns click here
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Utilize Nofollow Links to Tell Google Where to Go
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Text Placement & Tables
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Use 301 Redirects When Changing Page Names
http://blog.hubspot.com/blog/tabid/6307/bid/32/The-301-Redirect-How-To-Change-Your-Website-Address-Without-Losing-Search-Rankings.aspx
Agenda
• Why SEO is Especially Important For Agencies/Consultants
• Keyword Research & The Long Tail• Content is Key to Increasing Traffic/Time • All You Need to Know About SEO for SMBs• Things to Avoid• When Designing a Website• Becoming an SEO Expert Using HubSpot Software• Getting Help
Website Grader SEO Tool
Page Grader
• Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked keywords, links)
• Automatically recommend improvements to optimize each page of your site
Keyword Grader
• Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google
• Identify critical long tail words (high conversion rates, low competition)
• Monitor your rank against competitors for each keyword/phrase
• Determine the specific page on your site that is ranking for each keyword(phrase) and how to make further improvements
On Page SEO Analysis
Article/Page SEO Performance Analysis
Off-Page SEO
Link Grader
• Identify opportunities to generate more return from your existing links
• Monitor your live inbound links and which inbound links are producing the most value for you
• Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
Agenda
• Why SEO is Especially Important For Agencies/Consultants
• Keyword Research & The Long Tail• Content is Key to Increasing Traffic/Time • All You Need to Know About SEO for SMBs• Things to Avoid• When Designing a Website• Becoming an SEO Expert Using HubSpot Software• Getting Help
How to Get Help…
Learn the Value of the HubSpot Software…
• As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller
• Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS
• Gives you access to http://success.hubspot.com
What’s HubSpot?
• Inbound marketing software + training• Over 1,500 customers in 2 years• 130+ employees• Still growing!
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Learn the Benefits of the Value Added Reseller Program
• Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients.
• Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success.
• Margin share of 20% on all deals for the life of the customer
• Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates.
A Group that Wants to Change How the World Does Marketing!
Ask for Help…
• Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request
• Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/
List of Upcoming Classes/Link to Recordings
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http://www.hubspot.com/partners/training-program/classes
Weekly Email about Upcoming Classes - Thursday
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Live Webinar: Every Tuesday @ 1PM EST
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Additional Webinars SOMETIMES on Thursday at 2PM EST
Register for Weekly Class(es) to Get Login
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Some Homework & Recorded Stuff Too…
Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator