jon gettle - how to use hubspot to win at seo

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How to Use HubSpot to Win At SEO

Jon Gettle

Senior Customer Success Manager, Premier Services, HubSpot

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What is SEO?The process of improving a web page’s visibility in organic (unpaid) search results in a search engine.

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What is SEO?The process of improving a web page’s visibility in organic (unpaid) search results in a search engine.

1. How does Google work?

2. Importance of Content

3. HubSpot’s Content Tools for SEO

4. Importance of Inbound Links

5. HubSpot’s Links Tool

6. SEO in the future

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1 How does Google Work?

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A quick history lesson…

Sergei Brin Larry Page

+ +

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• Document Summary

• Document Title

• Chapter Heading

• Paragraph Text

• Subchapter Heading

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Page Title

Meta Description

H2

H3

¶

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High Quality Content

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So, Google cares about content.

What else?

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References and Citations

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High RankingWebsites

High Quality Links

High Quality Content

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2 Importance of Content

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Google Cares about answers.Why?

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Billions of times per day, consumers turn to Google for I want-to-know, I want-to-go, I want-to-do, and I want-to-buy moments. And at these times, consumers are increasingly picking up their smartphones for answers.

In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.

Google Adwords Blog, May 2015

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In my opinion, the minimum bar today for modern SEO is a step higher. That is, as good as the best in the search results. If you can’t consistently say, “we’re the best result a searcher could find in the search results,” well then guess what?

You’re not going to have an opportunity to rank.

Rand Fishkin, MOZ Whiteboard Friday, May 2015

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• Each piece of content should answer a question quickly

• Understand what it will take for each piece of content to

rank in the top 10

• Make sure your content is easily consumed by multiple

device types

How to ensure that you have good content

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3 HubSpot’s Content Tools for SEO

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Quantitative Tools

Keyword research, Rank Tracking

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• Add keywords to monitor

• Attach keywords to a

campaign

• Get suggestions for

additional keywords to

focus on

HubSpot Keywords Tool - Research

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• Evaluate keyword value

using search volume

HubSpot Keywords Tool – Suggestions

• Find what questions you should be answering

• Add them to the keywords tool directly

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• Track your ranking for a

given keyword per page

• Document changes over

time

HubSpot Rank Tracking

• See suggestions to improve your ranking

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Page Tracker – On Page SEO

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Page Tracker - Keywords

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Qualitative Tools

SEO view, Keyword improvement suggestions

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Focus on a single keyword

(query) per post, and the tool

will make suggestions on

improving your content.

Improvement Suggestions

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SEO View with In line editor

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SEO View with In line editor

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• Familiarize yourself with the tools on display today

• Each piece of content should answer a specific query

• If you’re writing long-form content, do research on your

search engine competition first

Content Rules + Takeaways

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HUBSPOT PROJECTS

Projects are step-by-step guides to hitting your goals using multiple HubSpot tools.

academy.hubspot.com/customer-projects

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4 Importance of Inbound Links

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AUTHORITY

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Important things to know about links

• Authority of linking site

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Important things to know about links

• Authority of linking site

• Anchor text

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Important things to know about links

• Authority of linking site

• Anchor text

• Relevance of linking page

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• Web neighborhood

Important things to know about links

• Authority of linking site

• Anchor text

• Relevance of linking page

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• Any link is a good link

• A link may be unhelpful, but won’t

be harmful

• More links > Better links

Misconceptions about Inbound Links

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• Pay attention to all inbound links to your site

• Drive inbound links to individual pages and posts on your

site

• Make it easy to share your best content, e.g. click to tweet

Improve your inbound link profile

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5 HubSpot’s Links Tool

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To access the links

tool, navigate to

the Reports home

page.

HubSpot Links Tool

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Links tool screen

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The links report will

give you important

inbound link

information for any

domain you choose.

What you can do with the links tool

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• Visits and contacts,

by linking domain

Inbound Links per domain

• Total # of Links

• Total # of domains

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Page Tracker – Inbound Links

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Look for Bad Links

Pro Tip:

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• Use inbound links to identify future content partners and

industry allies

• Identify links that may be harmful, and address them

• Keep track of inbound linking domains, and use as

quarterly marketing metric.

Links Tool Takeaways

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6 SEO in the Future

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George Colony - CEO and Chairman, Forrester Research

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The Web, as the dominant software architecture of the Internet, is dead…

The information within App Internet is not easily searchable – so Google is set for a long fade.

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What does this mean for marketers?

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Optimizing for in-app search engines is important.

A new frontier. New rules.

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THANK YOU

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