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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)

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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Transcript

  • 1. Inbound Marketing and Search Engine Optimization (SEO) NEDMA Annual Conference May 7, 2009 Mike Volpe VP Marketing @H bSpot @HubSpot Twitter: @mvolpe
  • 2. Outbound Marketing
  • 3. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson p
  • 4. The Bad News… 4
  • 5. The Good News… 5
  • 6. Inbound Marketing Blog g SEO Social Media
  • 7. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
  • 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. Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content
  • 10. Pick Your Keyword Battles vs. s Flickr: Flickr: Extra Medium Flickr: Flickr: Simonstarr 10
  • 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. SEO On-Page OP Off-Page Off P
  • 13. On-Page SEO • Page Title • Clean URL • Headers & Content • Description
  • 14. Attractive: Humans vs. Google www.seo-browser.com 14
  • 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. More Content = More Links 16
  • 17. How Many Tickets Do You Have?
  • 18. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases • Anything… Anything
  • 19. Where to Publish?
  • 20. Promote Your Content to Get Links
  • 21. SEO Measurement Flickr: Flickr: noblelgnnoble
  • 22. Website Grader
  • 23. SEO Rankings
  • 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. 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