Inbound Marketing and
Search Engine Optimization (SEO)
NEDMA Annual Conference
May 7, 2009
Mike Volpe
VP Marketing @H bSpot
@HubSpot
Twitter: @mvolpe

Outbound Marketing

Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson
p

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 • 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

Search Engine Optimization
3,000 searches per second
• Publish more content
• Optimize your content
• Promote your content

Pick Your Keyword Battles
vs.
s
Flickr:
Flickr: Extra Medium Flickr:
Flickr: Simonstarr
10

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

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 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

More Content = More Links
16

How Many Tickets Do You Have?

What to Publish?
• Blog
g
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
• Anything…
Anything

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 Customers
SEO 5,289 754 12
Blogging
gg g 834 72 3
Social Media 511 28 1

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