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

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

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

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.com/ROI

Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com

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” 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

The Long Tail The New Marketplace Popularity Head Long Tail Keywords

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 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

DISCUSSION QUESTION What is the best human resource strategy for blogging? • Outsource? • CEO vs. Marketing vs. Interns?

Blog Human Resource Strategy Domain Knowledge Blog Success Writing Skills Bandwidth

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 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

Distribute Your Content 27

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

Focus Participation on Digital Influencers Find influencers using twitter.grader.com 29

Blogging Increases Twitter Reach by 75% 30 Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

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

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: – Doesn’t measure RSS – Weak measure of engagement – What’s the business value of a “view”?

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 conversations

Beyond the Blog, Measure Total Reach 41

Final Thoughts … 42

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

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.com • Take the free Inbound Marketing training www.InboundMarketing.com • Start your free trial of HubSpot software www.HubSpot.com/free-trial

Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit 46

Tools to Get Found: SEO • Keyword Grader • Link Grader • Page Grader

Tools to Get Found: Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing

Tools to Convert: Leads • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling

Tools to Analyze: Competitor Tracking

Tools to Analyze: Marketing Campaigns • Assess the effectiveness of your marketing on a campaign-by- campaign level • Optimize resource allocation to maximize sales

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

by HubSpot All-in-one Marketing Software on Jul 19, 2010

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