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  • A publication of

    LEARNING SEO FROM THE EXPERTS

    How to Master Every Aspect of Search Engine Optimization for Business SuccesssSEO

  • Introductory content is for marketers who are new to the subject.

    This content typically includes step-by-step instructions on how

    to get started with this aspect of inbound marketing and learn its

    fundamentals. After reading it, you will be able to execute basic

    marketing tactics related to the topic.

    IS THIS BOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description to determine if

    your level matches the content you are about to read.

    Intermediate content is for marketers who are familiar with the

    subject but have only basic experience in executing strategies and

    tactics on the topic. This content typically covers the fundamentals

    and moves on to reveal more complex functions and examples.

    After reading it, you will feel comfortable leading projects with this

    aspect of inbound marketing.

    INTERMEDIATE

    Advanced content is for marketers who are, or want to be, experts

    on the subject. In it, we walk you through advanced features of

    this aspect of inbound marketing and help you develop complete

    mastery of the subject. After reading it, you will feel ready not only

    to execute strategies and tactics, but also to teach others how to

    be successful.

    ADVANCED

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    This ebook!

    HubSpot brings your whole marketing world together in one, powerful, integrated system.

    HuBSpOTS All-IN-ONE MArkETINg SOfTwArE

    Get Found: Help prospects find you online Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing. More: See marketplace for apps and integrations

    request A Demo Video Overview

    SOCIAl CONTACTS

    wEMAIl

    MArkETINg

    M

    ANAlyTICSSMArT fIElDS

    n

    CONTACTS DATABASE

    wOrkflOwS

    ;U

    INTRODUCTORY

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    CONTENTS

    KEYWORDS: UNDERSTANDING THE FUNDAMENTALS /7 ANuM HuSSAIN, HuBSpOT

    MASTERING ON-PAGE SEO /12 grEg SHuEy, SEO.COM

    UNDERSTANDING OFF-PAGE SEO /21 rEBECCA CHurT, HuBSpOT

    THE RIGHT WAY TO BUILD LINKS /26 STEpHANIE CHANg, DISTIllED

    HOW SOCIAL MEDIA INFLUENCES SEO /38 DHArMESH SHAH, HuBSpOT

    HOW TO INCREASE CLICKS IN SERP /53 rAND fISHkIN, SEOMOz

    LEARNING SEO FROM THE EXPERTS

    Curated by Anum Hussain

    Anum Hussain is an inbound marketer at

    HubSpot focused on generating leads for the

    HubSpot sales team through top-of-the-funnel

    marketing strategies -- visual and written

    content creation, social media, and blogging.

    She is an active writer for the HubSpot Internet

    Marketing Blog, has previously written for

    the Boston globe and linkedIn, and also

    maintains her own blog as a media wizard at

    anumhussain.com.

    FOLLOW ME ON TWITTER@ANUMMEDIA

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    Solve for the humans!

    Search engines have become a core resource for individuals looking for a

    business, product, or service. Over the years, online search has reduced the

    need for traditional means of searching, such as yellow pages.

    your business needs to adapt to the changes of the new consumer

    searching landscape. In the words of HubSpot CTO Dharmesh Shah, Solve

    for the humans!

    Businesses no longer need to spend thousands of dollars on advertising in

    directories and magazines. Every business with a website has the potential

    to get found by more customers online through search engine optimization

    (SEO) and inbound marketing.

    whether you have already invested in an SEO strategy or are just getting

    started, this ebook will help you gain a stronger understanding of all aspects

    in the SEO process. The ideas, best practices, and examples all come from

    top SEO experts.

    -Dharmesh Shahg

    CHAPTER 1

    KEYWORDS: UNDERTSANDING FUNDAMENTALSAnum Hussain, HuBSpOT

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    Once upon a time, marketers focused on strategizing which keywords to

    place across their web presence in order to increase their rankings in a

    search engine results page (SErp).

    But the world of search engine optimization has been changing drastically --

    particularly with the constant changes google has been making to its search

    algorithm over the past year. And all that emphasis you put on keyword

    research and selection, in other words on-page SEO, is only worth 25% of

    what actually impacts your spot in SERP.

    The only problem is, you cant truly master the other 75% -- off-page SEO

    discussed later in this guide -- until you understand and master the basics.

    SEO Basics: Understanding Keywords

    keywords or key phrases are simply the search terms someone types into

    a search engine, such as google or Bing, when they are looking for certain

    inform