SEO and Social Search for Lead Generation

SEO & Social Search for Lead Generation Mike Volpe VP Marketing, HubSpot Twitter: @mvolpe

Marketing is Changing 1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder 800-555-1234 Annoying Salesperson

The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com

The Great News… Source: survey of hundreds of businesses: HubSpot.com/ROI

Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

“If you have more money than brains, use outbound marketing. If you have more brains than money, use inbound marketing” -- Guy Kawasaki

Inbound Marketing Process Create Optimize Promote Convert Analyze

Where is Search Going?

What Does SEO Rank Mean? “SEO rank is now a meaningless metric.” -- Mike Volpe (@mvolpe)

What Does SEO Rank Mean? At any one time you rank #1 or #8 or #40 based on who is searching, where they search, and what is happening.

HOLY CRAP

“What the hell do I do?” -- You

“Pay attention to the webinar.” http://www.hubspot.com/marketing-webinars/how-to-use-seo-and-social-search-for-lead-generation-webinar/ -- Mike Volpe (@mvolpe)

SEO Tips from Website Grader Lessons from 2,341,786 websites

Timeline of SEO Time Period Ranking Algorithm Before 2000 • Context (web page content) • Context 2000 to 2010 • Authority (links) • Context • Authority 2010 and Beyond • Personalization (social media and personal info)

SEO Before 2000 Ranking Algorithm: f(n): Context

Which Page Gets #1 Ranking? Search: “business software” vs. Result: HubSpot.com = #1 HubSpot has stuffed all the metadata and text fields with lots of keyword phrases, including “business software”, “business”, etc.

On-Page SEO (Context) • Page Title • Clean URL • Headers & Content • Description

Keywords & The Prosthodontist “Cosmetic Dentist” vs “Prosthodontist” Image: http://www.thehumorousimage.com/

Attractive to Whom? (Context) www.seo-browser.com

What Does SEO Rank Mean? “Website traffic is meaningless unless it converts into leads.” -- Mike Volpe (@mvolpe)

No Call to Action

Good Homepage Call to Action

Offer – WIIFM?

Landing Pages Convert

Pre-2000 SEO Tips • Use lots of keywords everywhere you think keywords can be used as keywords raising keyword density with more keywords…  • Make pages easy for search spiders to crawl • Use calls to action and landing pages to convert leads • These tips are still somewhat relevant

SEO from 2000 to 2010 Ranking Algorithm: f(n): Context + Authority

Which Page Gets #1 Ranking? Search: “business software” vs. Result: Salesforce.com = #1 Salesforce.com has more links and authority since it is a larger company and has been around longer.

Authority is Determined by Links

Why Links are Votes to Google • Recommendations from friends 1. “I know HubSpot” 2. “HubSpot is a marketing expert” 3. You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website

More + Better Content = Links

Content is Useless w/o Links

Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases

Publish Everywhere

What Gets Shared or Linked? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts

Link-Worthy & Share-Worthy Over 1,200 inbound links to one blog article. 1,000’s of Tweets about report - Twitter drove 30% of traffic

Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

46% of companies who blog have gotten revenue because of their blog. Source: survey of hundreds of businesses: HubSpot.com/ROI

2000 to 2010 SEO Tips • Use a couple keywords in page titles and page content and make pages easy for search spiders to crawl • Create useful content (blog!) and promote that content (social & email) to attract more links • Use calls to action and landing pages to convert leads • These tips are still very relevant

SEO in 2010 and Beyond Ranking Algorithm: f(n): Context + Authority + Social Graph

Which Page Gets #1 Ranking? Search: “business software” vs. Result: It depends! It depends on who you are and when you search.

Which Page Gets #1 Ranking? Search: “business software” by Mike who is a member of the “Inbound Marketers” LinkedIn group and is friends on Facebook with 3 people that are fans of HubSpot on Facebook. Result: HubSpot.com = #1 Mike has a connection to HubSpot, making is more relevant to him.

Which Page Gets #1 Ranking? Search: “business software” by Mary who follows 30 people on Twitter who follow Salesforce on Twitter and she has read about CRM on wikipedia. Result: Salesforce.com = #1 Mary likes CRM and her friends seem to like Salesforce.com, maybe she will too.

Which Page Gets #1 Ranking? Search: “business software” by Ollie who is not using Facebook, Twitter or any social media at all. Result: HubSpot.com = #1 Ollie does not use social media. But people like him do, and HubSpot has 12,000 Facebook fans, and Salesforce only has 6,000, so if more people like HubSpot, maybe Ollie will too.

Which Page Gets #1 Ranking? Search: “business software” by Ian who uses Twitter but does not follow HubSpot or Salesforce on Twitter. Result: HubSpot.com = #1 Ian uses Ollie does not use social media. But people like him do, and HubSpot has 12,000 Facebook fans, and Salesforce only has 6,000, so if more people like HubSpot, maybe Ollie will too.

Which Page Gets #1 Ranking? Search: “business software” by Natalie, and there has just been a big news story featuring HubSpot on CNN.com, and it is a top trending topic on Twitter. Result: HubSpot.com = #1 Salesforce.com is a bigger and better known company, but something big is happening at HubSpot right now, so Natalie will probably like to know about that first.

Build Your Reach to Build Authority Reach Metric HubSpot Salesforce.com Inbound Links 451,000 78,676 MozRank SEO Authority 1-10 6 6 LinkedIn Group Members 45,000 14,400 LinkedIn Company Followers 458 276 Facebook Fans 11,900 6,500 Twitter Followers 34,000 6,800 Google Buzz Followers 1,000 None YouTube Views 300,000 400,000 Slideshare Views 375,000 3,000 Twitter Mentions Per Month 34,000 9,500

Content Makes You Interesting

Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI

More Blogging Increases Results Source: survey of hundreds of businesses: HubSpot.com/ROI

Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI

Build Network - Keyword Search

Search.Twitter.com

LinkedIn Answers

LinkedIn Groups

All Your Employees Are Marketers

Empower Employees by Sharing Info

SEO Tips for 2010 and Beyond • Optimize your content • Attract links to your content • Publish more content, more often • Be active in social media, often • Build large networks of relevant and engaged followers in social media • Use calls to action and landing pages to convert leads

Suggested Next Steps The Basics: • Read the “Inbound Marketing” Book • Grade your website: www.WebsiteGrader.com More Advanced: • Tips for Twitter, Facebook, LinkedIn: • www.HubSpot.com/marketing-hubs

Inbound Marketing Summary Create Optimize Convert Promote

Try HubSpot for FREE: www.HubSpot.com/free-trial

How to Put All the Pieces Together? d.j.k. on flickr

HubSpot Puts the Pieces Together

What’s HubSpot? • All-in-one Marketing Software • Over 2,600 customers in 3 years • 140+ employees, lots of MIT grads

Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing

Search Optimization • Keyword Grader • Link Grader • Page Grader

Email Marketing & Lead Nurturing • Email Marketing • Lead Nurturing

Lead Generation • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling

Competitor Tracking

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

Proven ROI by 2,600+ Customers Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads www.HubSpot.com/ROI

Try HubSpot for FREE: www.HubSpot.com/free-trial

Q&A Free Trial: www.HubSpot.com/free-trial Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

http://www.hubspot.com	11336
http://thelearningsmith.com	195
http://www.slideshare.net	114
http://www.searchcowboys.com	57
http://www.socialemailmarketing.eu	37
http://blog.omnipress.com	10
http://www.linkedin.com	9
http://learning.kunocreative.com	7
http://feeds.feedburner.com	7
http://static.slidesharecdn.com	5
http://meillon.wordpress.com	3
http://b2bleadseeker.wordpress.com	2
http://www.theinternetbusinessblog.com	2
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SEO and Social Search for Lead Generation

by HubSpot All-in-one Marketing Software on May 07, 2010

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SEO and Social Search for Lead Generation — Presentation Transcript