Inbound Marketing and
Search Engine Optimization (SEO)
NEDMA Annual Conference
May 7, 2009



Mike Volpe
VP Marketing @H b...
Outbound Marketing
Outbound Marketing is Broken
                               800-555-1234
                               Annoying
         ...
The Bad News…




4
The Good News…




5
Inbound Marketing

   Blog
      g        SEO   Social Media
Budget vs. Brains




Flickr:
Flickr: Refracted Moments   Flickr:
                            Flickr: Gaetoan Lee
Inbound Marketing
  Process                      Tools
Get Found                Get Found
• Publish                • Conte...
Search Engine Optimization




     3,000 searches per second
       • Publish more content
       • Optimize your content...
Pick Your Keyword Battles




                                  vs.
                                   s

           Flick...
Pick Your Keyword Battles

     1. Search volume
     2. Relevance to your business
     3.
     3 Competition

     • “ma...
SEO




      On-Page
      OP        Off-Page
                Off P
On-Page SEO

• Page Title

• Clean URL

• Headers & Content


• Description
Attractive: Humans vs. Google




                             www.seo-browser.com

14
Off-Page SEO
• Recommendations from friends
  1. I
  1 “I know HubSpot”
            HubSpot
  2. “HubSpot is a marketing e...
More Content = More Links




16
How Many Tickets Do You Have?
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
•   A...
Where to Publish?
Promote Your Content to Get Links
SEO Measurement




                  Flickr:
                  Flickr: noblelgnnoble
Website Grader
SEO Rankings
Traffic, Leads and Customers
                           Visitors from SEO




                Visitors         Leads      ...
Thank You!
NEDMA Annual Conference
May 7, 2009


www.HubSpot.com/free-trial
www.Grader.com
www Grader com
Mike Volpe
HubSp...
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Inbound Marketing and SEO for New England Direct Marketing Association - NEDMA - May 2009

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Presentation about SEO (search engine optimization) tips for lead generation, as delivered at the May 2009 New England Direct Marketing Association (NEDMA)

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  • Inbound Marketing and SEO for New England Direct Marketing Association - NEDMA - May 2009

    1. 1. Inbound Marketing and Search Engine Optimization (SEO) NEDMA Annual Conference May 7, 2009 Mike Volpe VP Marketing @H bSpot @HubSpot Twitter: @mvolpe
    2. 2. Outbound Marketing
    3. 3. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson p
    4. 4. The Bad News… 4
    5. 5. The Good News… 5
    6. 6. Inbound Marketing Blog g SEO Social Media
    7. 7. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
    8. 8. Inbound Marketing Process Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs Convert C t • Target • Landing Pages • Nurture • Email • Lead Intelligence • Lead Mgmt • Analytics
    9. 9. Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content
    10. 10. Pick Your Keyword Battles vs. s Flickr: Flickr: Extra Medium Flickr: Flickr: Simonstarr 10
    11. 11. Pick Your Keyword Battles 1. Search volume 2. Relevance to your business 3. 3 Competition • “marketing” • “internet marketing” g • “internet marketing software startup founded 2006 in cambridge, mama” 11
    12. 12. SEO On-Page OP Off-Page Off P
    13. 13. On-Page SEO • Page Title • Clean URL • Headers & Content • Description
    14. 14. Attractive: Humans vs. Google www.seo-browser.com 14
    15. 15. Off-Page SEO • Recommendations from friends 1. I 1 “I know HubSpot” HubSpot 2. “HubSpot is a marketing expert” 3. 3 You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
    16. 16. More Content = More Links 16
    17. 17. How Many Tickets Do You Have?
    18. 18. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases • Anything… Anything
    19. 19. Where to Publish?
    20. 20. Promote Your Content to Get Links
    21. 21. SEO Measurement Flickr: Flickr: noblelgnnoble
    22. 22. Website Grader
    23. 23. SEO Rankings
    24. 24. Traffic, Leads and Customers Visitors from SEO Visitors Leads Customers SEO 5,289 754 12 Blogging gg g 834 72 3 Social Media 511 28 1
    25. 25. Thank You! NEDMA Annual Conference May 7, 2009 www.HubSpot.com/free-trial www.Grader.com www Grader com Mike Volpe HubSpot H bSpot VP Marketing Twitter: @mvolpe
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