The following is a summary of Developments in SEO: What Every Marketer Should Know
as presented by Dharmesh Shah, CTO and founder of HubSpot, at the 2011 Inbound Marketing Summit in Boston.

Then if you want to get to the heart of what every marketer should know, as detailed by Dharmesh, and you really do want to note this one, too, read a little further.

Dharmesh’s SEO tips:

1) Produce useful, relevant content for your website.

(I think this sounds straight forward enough. But is it so simple? The process should be defining your goal for your target audience and from this process developing your message. This message should entice your users do to the one thing you want them to when they come to your website, and don’t forget prominent placement. *Note to self: wow, a whole new blog post here.)

2) Implement website analytics.

In order to test and tweak you need the measurements. You must have an analytics tool to measure the money you’re making from organic searches, the keywords people are using to make the search, and how many purchased or completed the call-to-action.

3) Generate your quality in-bound links.

These three tips should be among the top items on your SEO-to-do list.

4) Build a rapport with your users through social networking.

Because search engines do measure this activity to help determine what makes one website better than another. Social networking is known for building traffic and lead generation. And now social networking is integral to SEO. The time spent networking online will create economic value.

5) Join Google+.

Have you recently noticed how you occasionally see within search rankings the number of people who have +1’d websites on your results page?

What would you click, Dharmesh said, considering how many people have voted up on a particular link, even if that link was halfway down the first search result page? Through that link a website will generate greater click-through rates.

(A whole lot of inbound marketing professionals, among them Dharmesh and Chris Brogan, president of Human Business Works, have signaled the need to be on Google+.)

Is Google reading its own collected information to determine credibility and using this information for ranking? We don’t yet know, Dharmesh said, but would you if you were Google?

6) And a “geeky, technical tip:” use meta tags for an article or segment of content to point to an author’s Google+ profile. This technique should produce the author’s profile image and bio from Google+ within the associated link of a search results page.

Quality content comes from quality authors, and pointing to their profile will help build online authority and again increase click-through rates.

Here’s a Google link if you want to follow the process.

Ready for the heart of the matter?

So through these tips a thread is woven. Keywords: useable content, social networking, rapport, authority, credibility; r to say, offering value to your users and building relationship with them.

Dharmensh said to think of B2(H)uman rather than B2B.

That at the heart of the InBound Marketing thesis is to treat your users as you would want to be treated.

He offered this example:

You offer a freebie type thing on your website; you ask for a little info in return; and then here’s the problem, you spam that user until:
a) they buy.
b) you’re dead.
c) or they’re dead.

Just don’t do it, he said.

(And besides, I say email doesn’t need anymore bum rap from businesses’ spammy or even spam-like material.)

Dharmesh said while we all want to do business, and this is a very good thing, marketers tend to think inwardly — funnels, leads, prospects, conversions. But people don’t wake up wanting to be in someone’s funnel, he said.

The take-away from Dharmesh’s presentation: if we can remember what we as internet users would, or wouldn’t, want when interacting online, and practice those tactics within our web marketing efforts, we will build better and lasting relationships with our users. And you’re still doing business, still creating economic value.

Dharmesh Shah’s presentation, Developments in SEO: What Every Marketer Should Know, at the 2011 Inbound Marketing Summit in Boston,

…and you’ll find videos of other presenters at this year’s event, too.

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Molding my "Approach to Art and the Written Word" by observing color and following light, form, and time. Always learning new ways of working and interacting within local and online communities. Taking in the sights and sounds and making notes.