seo past, present, future
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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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Publish Everywhere
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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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Content Makes You Interesting
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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