SEO & Social Search for Lead Generation. Mike Volpe VP Marketing, HubSpot
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1 SEO & Social Search for Lead Generation Mike Volpe VP Marketing, HubSpot
2 Marketing is Changing
3 Outbound Marketing
4 Outbound Marketing is Harder Annoying Salesperson
5 The Good News Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
6 The Great News Source: survey of hundreds of businesses: HubSpot.com/ROI
7 Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
8 If you have more money than brains, use outbound marketing. If you have more brains than money, use inbound marketing -- Guy Kawasaki
9 Inbound Marketing Process Create Optimize Promote Convert Analyze
10 Where is Search Going?
11 Where is Search Going?
12 What Does SEO Rank Mean? SEO rank is now a meaningless metric. -- Mike Volpe (@mvolpe)
13 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.
14 HOLY CRAP
15 What the hell do I do? -- You
16 Pay attention to the webinar Mike Volpe
17 SEO Tips from Website Grader Lessons from 2,341,786 websites
18 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)
19 SEO Before 2000 Ranking Algorithm: f(n): Context
20 Which Page Gets #1 Ranking? Search: business software vs. Result: HubSpot.com = #1 HubSpot has stuffed all the metadata and text fields with lots of keyword phrases, including business software, business, etc.
21 On-Page SEO (Context) Page Title Clean URL Headers & Content Description
22 Keywords & The Prosthodontist Cosmetic Dentist vs Prosthodontist Image:
23 Attractive to Whom? (Context)
24 What Does SEO Rank Mean? Website traffic is meaningless unless it converts into leads. -- Mike Volpe
25 No Call to Action
26 Good Homepage Call to Action
27 Offer WIIFM?
28 Offer WIIFM?
29 Landing Pages Convert
30 Pre-2000 SEO Tips Use lots of keywords everywhere you think keywords can be used as keywords raising keyword density with more keywords Make pages easy for search spiders to crawl Use calls to action and landing pages to convert leads These tips are still somewhat relevant
31 SEO from 2000 to 2010 Ranking Algorithm: f(n): Context + Authority
32 Which Page Gets #1 Ranking? Search: business software vs. Result: Salesforce.com = #1 Salesforce.com has more links and authority since it is a larger company and has been around longer.
33 Authority is Determined by Links
34 Why Links are Votes to Google Recommendations from friends 1. I know HubSpot 2. HubSpot is a marketing expert 3. You trust the person saying this Links are online recommendations 1. A link: 2. Anchor text: Internet Marketing 3. Link is from a trusted website
35 More + Better Content = Links
36 Content is Useless w/o Links
37 Publish Everything Blog Podcast Videos Photos Presentations ebooks News Releases
38 Publish Everywhere
39 What Gets Shared or Linked? Rarely Shared Frequently Shared Product info Free trials Software documentation New data Funny videos Top-notch blog posts
40 Link-Worthy & Share-Worthy Over 1,200 inbound links to one blog article. 1,000 s of Tweets about report - Twitter drove 30% of traffic
41 Create Great Content by Blogging Source: Data from over 1,500 small businesses -
42 Blogging Attracts More Links Source: Data from over 1,500 small businesses -
43 Blogging Attracts More Visitors Source: Data from over 1,500 small businesses -
44 46% of companies who blog have gotten revenue because of their blog. Source: survey of hundreds of businesses: HubSpot.com/ROI
45 2000 to 2010 SEO Tips Use a couple keywords in page titles and page content and make pages easy for search spiders to crawl Create useful content (blog!) and promote that content (social & ) to attract more links Use calls to action and landing pages to convert leads These tips are still very relevant
46 SEO in 2010 and Beyond Ranking Algorithm: f(n): Context + Authority + Social Graph
47 Which Page Gets #1 Ranking? Search: business software vs. Result: It depends! It depends on who you are and when you search.
48 Which Page Gets #1 Ranking? Search: business software by Mike who is a member of the Inbound Marketers LinkedIn group and is friends on Facebook with 3 people that are fans of HubSpot on Facebook. Result: HubSpot.com = #1 Mike has a connection to HubSpot, making is more relevant to him.
49 Which Page Gets #1 Ranking? Search: business software by Mary who follows 30 people on Twitter who follow Salesforce on Twitter and she has read about CRM on wikipedia. Result: Salesforce.com = #1 Mary likes CRM and her friends seem to like Salesforce.com, maybe she will too.
50 Which Page Gets #1 Ranking? Search: business software by Ollie who is not using Facebook, Twitter or any social media at all. Result: HubSpot.com = #1 Ollie does not use social media. But people like him do, and HubSpot has 12,000 Facebook fans, and Salesforce only has 6,000, so if more people like HubSpot, maybe Ollie will too.
51 Which Page Gets #1 Ranking? Search: business software by Ian who uses Twitter but does not follow HubSpot or Salesforce on Twitter. Result: HubSpot.com = #1 Ian uses Ollie does not use social media. But people like him do, and HubSpot has 12,000 Facebook fans, and Salesforce only has 6,000, so if more people like HubSpot, maybe Ollie will too.
52 Which Page Gets #1 Ranking? Search: business software by Natalie, and there has just been a big news story featuring HubSpot on CNN.com, and it is a top trending topic on Twitter. Result: HubSpot.com = #1 Salesforce.com is a bigger and better known company, but something big is happening at HubSpot right now, so Natalie will probably like to know about that first.
53 Build Your Reach to Build Authority Reach Metric HubSpot Salesforce.com Inbound Links 451,000 78,676 MozRank SEO Authority LinkedIn Group Members 45,000 14,400 LinkedIn Company Followers Facebook Fans 11,900 6,500 Twitter Followers 34,000 6,800 Google Buzz Followers 1,000 None YouTube Views 300, ,000 Slideshare Views 375,000 3,000 Twitter Mentions Per Month 34,000 9,500
54 Content Makes You Interesting
55 Blogging Drives Social Success Source: Data from over 2,000 businesses -
56 Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI
57 More Blogging Increases Results Source: survey of hundreds of businesses: HubSpot.com/ROI
58 Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
59 Build Network - Keyword Search
60 Search.Twitter.com
61 LinkedIn Answers
62 LinkedIn Groups
63 All Your Employees Are Marketers
64 Empower Employees by Sharing Info
65 SEO Tips for 2010 and Beyond Optimize your content Attract links to your content Publish more content, more often Be active in social media, often Build large networks of relevant and engaged followers in social media Use calls to action and landing pages to convert leads
66 Suggested Next Steps The Basics: Read the Inbound Marketing Book Grade your website: More Advanced: Tips for Twitter, Facebook, LinkedIn:
67 Inbound Marketing Summary Create Optimize Convert Promote
68 Try HubSpot for FREE:
69 How to Put All the Pieces Together? d.j.k. on flickr
70 HubSpot Puts the Pieces Together
71 What s HubSpot? All-in-one Marketing Software Over 2,600 customers in 3 years 140+ employees, lots of MIT grads
72 Blog & Social Media Business Blog Software Blog Analytics Social Media Monitoring Social Media Publishing
73 Search Optimization Keyword Grader Link Grader Page Grader
74 Marketing & Lead Nurturing Marketing Lead Nurturing
75 Lead Generation Landing Pages Lead Intelligence Lead Alerts Visitor Profiling
76 Competitor Tracking
77 Marketing Analytics Assess the effectiveness of your marketing on a campaign-by-campaign level Optimize resource allocation to maximize sales
78 Proven ROI by 2,600+ Customers Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads
79 Try HubSpot for FREE:
80 Q & A Free Trial: Mike Volpe VP
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