Online Marketing Summit
 Dallas, TX | July 19, 2010




How to Leverage Blogs (Yours & Others)
  to Increase Search Engine...
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote B...
Outbound Marketing
                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog          SEO     Social Media
Inbound Leads Cost 60% Less Than
        Outbound Leads




           Source: survey of hundreds of businesses: HubSpot.c...
Reading List Suggestion
           Inbound Marketing:
           Get Found using Google,
           Social Media and Blogs...
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote B...
How Do You Get to the Top?
     History of SEO
SEO = Context and Authority




Ranking Algorithm:
f(n): Context + Authority
Inbound Marketing
   One Strategy not Three

Blog        SEO     Social Media
Two Sides of Optimization




On-Page           Off-Page
(Context)         (Authority)

                                11
On-Page SEO (Context)
• Page Title

• Clean URL

• Headers


• Description
Off-Page SEO (Authority)
• Recommendations from friends
  1. “I know Mark Roberge”
  2. “Mark Roberge is a blogging expert...
The Long Tail

                    The New Marketplace
Popularity




             Head




                             L...
Lessons from 2,084,563 websites

 SEO Tips from Website Grader
More Content, Better Content = Links




           Source: Data from selected websites using www.WebsiteGrader.com
Blogging Means More
   Inbound Links



     Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
17
More Visitors




      Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
18
DISCUSSION QUESTION




What are the best ways to incorporate the
rules of SEO into your blogging strategy?
Incorporating SEO in Your Blogging Strategy




   •   Use keyword tool to drive blog topic selection
   •   Configure blo...
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote B...
DISCUSSION QUESTION




What is the best human resource strategy
for blogging?
 • Outsource?
 • CEO vs. Marketing vs. Inte...
Blog Human Resource Strategy
               Domain
              Knowledge


                    Blog
                   S...
DISCUSSION QUESTION




How often should you blog?
Multiple Blog Post per Day Sustains Yield

               Sep-09    Oct-09    Nov-09    Dec-09    Jan-10      Feb-10

  Ar...
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote B...
Distribute Your Content




                          27
Social Participation is Key to Blog Success
  WHAT NOT TO DO             WHAT TO DO

• Give your company     • Educate / a...
Focus Participation on Digital Influencers

    Find influencers using twitter.grader.com




        29
Blogging Increases Twitter Reach by 75%




                                                                            30...
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote B...
Blogs and Social Media are for Leads and Sales




               Source: survey of hundreds of businesses: HubSpot.com/ROI
How Does HubSpot Convert Visitors?




                                33
Quality Content Behind Forms




                               34
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote B...
Metric #1: Conversions from Traffic to
           Leads and Sales



           Sorry, data removed for public version
Metric #2: Subscriptions
Metric #3: Pageviews




•   Great for media sites selling display advertising
•   Potential problems for your business:
 ...
Metric #4: Comments




• Quantitatively, a good indicator of engagement
• Qualitatively, a great way to listen to market
Metric #5: Inbound Links




• Measure the SEO impact of your blog
• An indicator of your blog’s role in outside conversat...
Beyond the Blog, Measure Total Reach




                                 41
Final Thoughts …




42
Easy, Integrated Marketing Platform

 Lead     Landing                Social
                       SEO                 CM...
Who is HubSpot?
• Founded in 2006 from research at MIT
• Over 3,000 customers
• 150+ employees
Additional Resources

• Grade your website at www.WebsiteGrader.com
• Read the Inbound Marketing Book
  www.InboundBook.co...
Thank You
              Visit
www.onlinemarketingsummit.com
       for more information

         Follow us @OMSummit



 ...
Tools to Get Found: SEO

               • Keyword Grader
               • Link Grader
               • Page Grader
Tools to Get Found: Blog & Social Media

                      • Business Blog
                        Software
          ...
Tools to Convert: Leads
              •   Landing Pages
              •   Lead Intelligence
              •   Lead Alerts
...
Tools to Analyze: Competitor
          Tracking
Tools to Analyze: Marketing
        Campaigns

• Assess the effectiveness of your marketing on a campaign-by-
  campaign l...
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How to Leverage Blogs (Yours & Others) to Increase Your Search Engine Visibility

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Content marketing and strategies greatly impact business search rankings. Whether you have staff or a PR agency dedicated to overseeing your content or not, this online marketing session will guide you on the right path, explaining what strategies and tactics work best and why.

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How to Leverage Blogs (Yours & Others) to Increase Your Search Engine Visibility

  1. 1. Online Marketing Summit Dallas, TX | July 19, 2010 How to Leverage Blogs (Yours & Others) to Increase Search Engine Visibility Mark Roberge, HubSpot (@markroberge) #OMSDAL 1
  2. 2. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 2
  3. 3. Outbound Marketing 800-555-1234 Annoying Salesperson
  4. 4. Inbound Marketing Blog SEO Social Media
  5. 5. Inbound Leads Cost 60% Less Than Outbound Leads Source: survey of hundreds of businesses: HubSpot.com/ROI
  6. 6. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  7. 7. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 7
  8. 8. How Do You Get to the Top? History of SEO
  9. 9. SEO = Context and Authority Ranking Algorithm: f(n): Context + Authority
  10. 10. Inbound Marketing One Strategy not Three Blog SEO Social Media
  11. 11. Two Sides of Optimization On-Page Off-Page (Context) (Authority) 11
  12. 12. On-Page SEO (Context) • Page Title • Clean URL • Headers • Description
  13. 13. Off-Page SEO (Authority) • Recommendations from friends 1. “I know Mark Roberge” 2. “Mark Roberge is a blogging expert” 3. Seth Godin: Mark Roberge is a blogging expert • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  14. 14. The Long Tail The New Marketplace Popularity Head Long Tail Keywords
  15. 15. Lessons from 2,084,563 websites SEO Tips from Website Grader
  16. 16. More Content, Better Content = Links Source: Data from selected websites using www.WebsiteGrader.com
  17. 17. Blogging Means More Inbound Links Source: Data from over 1,500 businesses - http://hub.tm/BlogROI 17
  18. 18. More Visitors Source: Data from over 1,500 businesses - http://hub.tm/BlogROI 18
  19. 19. DISCUSSION QUESTION What are the best ways to incorporate the rules of SEO into your blogging strategy?
  20. 20. Incorporating SEO in Your Blogging Strategy • Use keyword tool to drive blog topic selection • Configure blog with On-Page SEO in mind • Include target long tail keywords in blog article titles • Think of blog articles as link bait • Think of blog articles as an army of sales people working for you forever
  21. 21. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 21
  22. 22. DISCUSSION QUESTION What is the best human resource strategy for blogging? • Outsource? • CEO vs. Marketing vs. Interns?
  23. 23. Blog Human Resource Strategy Domain Knowledge Blog Success Writing Skills Bandwidth
  24. 24. DISCUSSION QUESTION How often should you blog?
  25. 25. Multiple Blog Post per Day Sustains Yield Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Articles 21 30 36 54 54 58 Avg. Views / Frequency 1,304 Blog Articles on Article 1,137 of 1,305 864 1,522 1,447 Avg. Links / Article HubSpot 7Blog4 8 11 11 4 Avg. Comments / Article 12 15 15 11 18 13 25
  26. 26. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 26
  27. 27. Distribute Your Content 27
  28. 28. Social Participation is Key to Blog Success WHAT NOT TO DO WHAT TO DO • Give your company • Educate / answer their elevator pitch question • Talk about your • Promote other good product features content • Bash your • Get your subject matter competition experts involved 28
  29. 29. Focus Participation on Digital Influencers Find influencers using twitter.grader.com 29
  30. 30. Blogging Increases Twitter Reach by 75% 30 Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  31. 31. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 31
  32. 32. Blogs and Social Media are for Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  33. 33. How Does HubSpot Convert Visitors? 33
  34. 34. Quality Content Behind Forms 34
  35. 35. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 35
  36. 36. Metric #1: Conversions from Traffic to Leads and Sales Sorry, data removed for public version
  37. 37. Metric #2: Subscriptions
  38. 38. Metric #3: Pageviews • Great for media sites selling display advertising • Potential problems for your business: – Doesn’t measure RSS – Weak measure of engagement – What’s the business value of a “view”?
  39. 39. Metric #4: Comments • Quantitatively, a good indicator of engagement • Qualitatively, a great way to listen to market
  40. 40. Metric #5: Inbound Links • Measure the SEO impact of your blog • An indicator of your blog’s role in outside conversations
  41. 41. Beyond the Blog, Measure Total Reach 41
  42. 42. Final Thoughts … 42
  43. 43. Easy, Integrated Marketing Platform Lead Landing Social SEO CMS Blog Leads Analytics Expertise Nurture Pages Media Eloqua On-Dialog What is HubSpot? Web CEO Radian6 Drupal Word Press Lead Lander Google Mktg Profs Manti- Web Buzz Core Mktg Marketo Ektron Blogger VTrenz core Position Metrics Metrics Sherpa HubSpot
  44. 44. Who is HubSpot? • Founded in 2006 from research at MIT • Over 3,000 customers • 150+ employees
  45. 45. Additional Resources • Grade your website at www.WebsiteGrader.com • Read the Inbound Marketing Book www.InboundBook.com • Take the free Inbound Marketing training www.InboundMarketing.com • Start your free trial of HubSpot software www.HubSpot.com/free-trial
  46. 46. Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit 46
  47. 47. Tools to Get Found: SEO • Keyword Grader • Link Grader • Page Grader
  48. 48. Tools to Get Found: Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing
  49. 49. Tools to Convert: Leads • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling
  50. 50. Tools to Analyze: Competitor Tracking
  51. 51. Tools to Analyze: Marketing Campaigns • Assess the effectiveness of your marketing on a campaign-by- campaign level • Optimize resource allocation to maximize sales
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