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How to Combine SEO, Blogging, and Social Media For Results HubSpot
 

How to Combine SEO, Blogging, and Social Media For Results HubSpot

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Finished with the basics of Search Engine Optimization? Ready to take it to the next level? Did you know your SEO strategy should use social media to build link authority? And that your social media ...

Finished with the basics of Search Engine Optimization? Ready to take it to the next level? Did you know your SEO strategy should use social media to build link authority? And that your social media strategy should leverage your blog content? And that your blog strategy should be guided by your SEO results? Learn how you can use blogging, social media and SEO together for even better results than any technique alone.

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    How to Combine SEO, Blogging, and Social Media For Results HubSpot How to Combine SEO, Blogging, and Social Media For Results HubSpot Presentation Transcript

    • Inbound Marketing: SEO + Blogs + Social Media Mike Volpe VP Inbound Marketing HubSpot Twitter: @mvolpe
    • Outbound Marketing
    • Outbound Marketing 800-555-1234 Annoying Salesperson
    • Inbound Marketing Blog g SEO Social Media
    • Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
    • Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
    • What Determines Success? • Inbound Links Blog /  Blog / • Fans (Subscribers) Content Social  SEO Media • Content • Fans (Friends) • Inbound Links •CContent
    • Exponential Effects Blog g
    • Exponential Effects SEO • More Traffic Blog g • More Links More Links
    • Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
    • Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
    • What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
    • What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
    • What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
    • What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
    • What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
    • Where to Publish?
    • When to Blog • Start before you ha e a prod ct o have product • Start before you have a website • Start before you have anything • All you need: a rough market and some ideas • A blog can launch a company
    • Biggest Blogging Mistake Using a “free” URL from Blogspot or Typepad • HubSpot.blogspot.com – NO! • HubSpot.typepad.com – NO! • Blog.HubSpot.com – Yes • HubSpot com/Blog – Yes HubSpot.com/Blog • SmallBusinessHub.com – Yes
    • Blog Article Titles • F nn “GoDadd 's 16 Step Checko t Funny: “GoDaddy's 16-Step Checkout: Brainless Marketing At Its Finest?” • Enticing: “12 Quick Tips To Search Google Like An Expert” 6th Most Popular • SEO: “Free Advertising on Google” HubSpot Blog Article l
    • Blog Frequency • Stead readership? Steady • At least weekly, more is better. • SEO focused? • Frequency is less important.
    • Blog Topic Ideas • List of 5 ideas, trends or thoughts • P blish a list of links Publish • Take a recent experience and share it • Answer questions you received recently • Comment on other blog articles • Turn a press release into a blog article • Check your email outbox
    • Case Study: Publish What You Have • SolidWorks: 100+ Videos on Website • P blished on Yo T be No Promotion Published YouTube, • 10,000+ Views / Month
    • Case Study: HubSpot Blog • 2.5 years and ~400 articles • Google is #1 traffic source • Over 100% growth in past 12 months • Traffic on ~400 different words… Yesterday! • First page ranking for ~400 keywords
    • Blog Subscribers & Visitors
    • Blog Article Performance
    • Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
    • 25% of SEO = On Page (Visible) • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
    • 25% of SEO = On Page (Invisible) • Description • Keywords • Alt text on images
    • 75% of SEO = Off Page • Recommendations from friends 1. 1 “I know Mike Volpe” 2. “Mike Volpe is a marketing expert” 3 You trust the person saying this 3. • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
    • SEO Benefits of Blogging/Publishing • Blogs/content are a magnet for links • Links power most of SEO po er What would you link to? 27,000 links 18,000 links
    • Case Study: Website Grader • Blog / Content • 500,000 reports generated • SEO • Page 1 for “SEO Score”, “website SEO”, etc. • 40,000+ inbound links • 3,000 websites with badge/link • Social Media • 4,500 Del.icio.us bookmarks • 25,000+ visitors from StumbleUpon
    • Website Grader SEO Tool
    • On Page SEO Analysis
    • Article SEO Performance Analysis
    • Inbound Link Analysis
    • Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
    • “I’m 48. I don t understand I m 48 don’t this Social Media stuff.” • Similar to a business cocktail reception • Without constraints of time or space
    • Business Cocktail Party Advice • Meet people and start con ersations conversations • Answer questions – help others • Ask questions – trust others’ advice
    • Social Media = Cocktail Party • Become a real member of the community • Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily
    • Promote Your Content
    • Promote Your Content
    • Promote Flattering Content
    • Case Study: Twitter Grader • Promoted only on Twitter for free • O er 600 000 profiles graded to date Over 600,000 • 50% of traffic from Twitter
    • RSS Monitoring
    • Monitor Publishing
    • Monitor Sharing
    • Monitor Discussions
    • HubFeed Automatic Monitoring
    • What Determines Success? • Inbound Links Blog /  Blog / • Fans (Subscribers) Content Social  SEO Media • Content • Fans (Friends) • Inbound Links •CContent
    • Case Study: Oughta Know Inbound Mktg • Video • 40 000 views first week 40,000 • 10,000 views first day • S i l M di Social Media • #1 source = StumbleUpon • #2 source = Twitter • #3 source = Facebook • SEO • Page 1 for “inbound marketing” g g • 50+ inbound links to blog article
    • Case Study: Will It Blend? • Blog / Content • 74 videos • 2m YouTube channel views • SEO • Page 1 for “blend” blend • 55,000 inbound links • Social Media • 83,000 channel subscribers • Over 500 Facebook groups • 5 Digg front page stories
    • Conclusion: A Day of Inbound Marketing 8:00 - 8:30 am: Check blogs, Facebook and Twitter • Leave some comments • Add some new friends 8:30 - 9:30 am: Publish new blog article • Post link on Twitter and Facebook 3:00 - 3:30 pm: Someone says nice stuff about you • Vote for it on StumbleUpon, Digg, etc. • Post link on Facebook and Twitter • Email friends/employees to promote it 3:30 – 4:00 pm: Review SEO results • Make a couple tweaks to on-page SEO
    • Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe
    • HubSpot Inbound Marketing System
    • Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM
    • Getting Found: On-Page SEO Keyword Grader • Determine what k D i h keywords tod optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for each y g keyword(phrase) and how to make further improvements
    • Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
    • Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it
    • Getting Found: Blogosphere Blogging • Enable E bl easy, natural process to l consistently update content on your site, achieve more frequent search engine crawls, and improve authority i th it • Develop an audience of email and RSS subscribers • Attract more inbound links (“link ( link bait”) • Write keyword rich content to attract more high conversion rate traffic
    • Track Your Competitors
    • Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, g information submitted via web forms created) • Increase close rate through i improved l d quality d lead lit
    • Making Better Marketing Decisions Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize ti iti ti i your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
    • Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights based on your d t b d data
    • HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products and HubSpot s methodologies • Consulting sessions focus on these topics based on the specific needs of the client
    • HubSpot Training Materials and Resources
    • Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe