0
Search Engine Optimization (SEO) 101
PRSA Travel and Tourism Annual Conference
May 6, 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
Threat and Opportunity

          1950 - 2000        2000 - 2050




7
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...
Organic Search is Best
   Free
                        Pay Per Click – 25% of Clicks
   More traffic
                     ...
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

16
SEO Competition for Your Brand




17
Off-Page SEO
• Recommendations from friends
  1. I
  1 “I know HubSpot”
            HubSpot
  2. “HubSpot is a marketing e...
Comparative SEO Data




19
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
What is the role of PR in SEO?




       Get more links for your
       client by creating and
        promoting content....
www.HubSpot.com         www.WebsiteGrader.com
                        Page Title: “Website
Page Title: “Internet
         ...
Links in News Releases

 1. Use keywords as anchor text
 2. Also have full URL link
 3.
 3 Match keywords to SEO of target...
Links from PR



      Links from major media
                     j
       and top blogs are 100
      times better than ...
Post News Release in Blog Format

• Post on your
  website – use blog
• RSS F d
       Feed
• Subscribe by Email
         ...
Wire Service Tips

 1. Verify you can use anchor text links
    (different li k t t i each release)
    (diff    t link te...
http://PressRelease.Grader.com
SEO Measurement




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




                Visitors         Leads      ...
Case Study: Reynolds Golf Academy




    •
The Results


Blog
Subscribers




Site Visitors
&L d
  Leads
Thank You!
PRSA Travel and Tourism Conference
May 6, 2009


www.HubSpot.com/free-trial
www.Grader.com
www Grader com (Pres...
Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA 2009
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Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA 2009

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Inbound marketing tips and tricks for public relations (PR) in the travel and tourism industry, including lots of information about search engine optimization (SEO) and publishing content like blogs and viral videos.

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  • Transcript of "Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA 2009"

    1. 1. Search Engine Optimization (SEO) 101 PRSA Travel and Tourism Annual Conference May 6, 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. Threat and Opportunity 1950 - 2000 2000 - 2050 7
    8. 8. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
    9. 9. 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
    10. 10. Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content
    11. 11. Organic Search is Best Free Pay Per Click – 25% of Clicks More traffic Organic Results Smarter people 75% of clicks Longer l ti L lasting Source: Marketing Sherpa and Enquiro Research
    12. 12. Pick Your Keyword Battles vs. s Flickr: Flickr: Extra Medium Flickr: Flickr: Simonstarr 12
    13. 13. 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” 13
    14. 14. SEO On-Page OP Off-Page Off P
    15. 15. On-Page SEO • Page Title • Clean URL • Headers & Content • Description
    16. 16. Attractive: Humans vs. Google www.seo-browser.com 16
    17. 17. SEO Competition for Your Brand 17
    18. 18. 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
    19. 19. Comparative SEO Data 19
    20. 20. How Many Tickets Do You Have?
    21. 21. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases • Anything… Anything
    22. 22. Where to Publish?
    23. 23. Promote Your Content to Get Links
    24. 24. What is the role of PR in SEO? Get more links for your client by creating and promoting content. 24
    25. 25. www.HubSpot.com www.WebsiteGrader.com Page Title: “Website Page Title: “Internet Grader SEO Tool” Marketing Software | HubSpot HubSpot”
    26. 26. Links in News Releases 1. Use keywords as anchor text 2. Also have full URL link 3. 3 Match keywords to SEO of target page 4. Link in first 100-200 words 5. Be wary of links to other websites 6. 6 Remember the other 99% of your website besides your home page
    27. 27. Links from PR Links from major media j and top blogs are 100 times better than news release links. 28
    28. 28. Post News Release in Blog Format • Post on your website – use blog • RSS F d Feed • Subscribe by Email y • Tags •A t Automatic Archive ti A hi • Publish RSS Titles on Homepage, etc.
    29. 29. Wire Service Tips 1. Verify you can use anchor text links (different li k t t i each release) (diff t link text in hl ) 2. Use lowest price / distribution (online distribution does not change) 3. Multimedia / SMNR limits your syndication, syndication so use sparingly
    30. 30. http://PressRelease.Grader.com
    31. 31. SEO Measurement Flickr: Flickr: noblelgnnoble
    32. 32. Website Grader
    33. 33. SEO Rankings
    34. 34. 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
    35. 35. Case Study: Reynolds Golf Academy •
    36. 36. The Results Blog Subscribers Site Visitors &L d Leads
    37. 37. Thank You! PRSA Travel and Tourism Conference May 6, 2009 www.HubSpot.com/free-trial www.Grader.com www Grader com (Press Release Grader) Mike Volpe HubSpot H bSpot VP Marketing Twitter: @mvolpe
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