The number one thing for attracting people is understanding Search Engine Optimisation (SEO).

SEO is about two things; relevance and authority. Relevance is when you're in a bookstore, are you looking for fiction, non-fiction, or travel books? If you’re looking for travel books, relevance is all the books about travel and travel destinations.

Authority is when you're in the travel section and you want to learn more about traveling to Greece - there are maybe 50 books about Greece, but which one is actually the best one, and which one is the most authoritative? So you think about that and you think of Fodor’s Travel Guides. When it comes to travel, this source is the most respected. That's what we call authority. 

On-Page SEO is how you make sure Google understands what you're writing about. For example, HubSpot writes about inbound marketing. So if someone's asking about inbound or digital marketing - Google knows that HubSpot's content is strong, and relevant for that topic.

Jose shares that they use topic clusters to increase their rankings. The idea is that you're not ranking for a specific keyword, so you’re not ranking for sole proprietorship and then that article is fighting for ranking alone or alongside another article that you wrote. What HubSpot does is they put them all together so that they’re all fighting together to get shown on Google. This is called a topic cluster strategy that will help you win on-page SEO. 

The next part is the off-page SEO. That is how we make sure that Google not only knows what we're writing about but that we are actually one of the most important sources for that information. That's where link building comes in. Basically what you want is someone else to reference your content.

The main mistake companies make is that they invest a ton of time in developing content and they spend very little time getting people to reference their content. 

Learn more about Jose Martins, leading Hubspot for Startups Growth & Partnerships in USA & Canada:
https://www.linkedin.com/in/growbetter/

Learn more about HubSpot for Startups:
https://www.hubspot.com

Learn more about BonBillo’s Social Entrepreneurship Programs:
http://bonbillo.com/