Website Optimization Tips - Dreamforce 2010 -

Website Optimization Tips - Dreamforce 2010 -



Website Optimization Tips by Mike Volpe of HubSpot as presented at Dreamforce 2010 the user group event.

Website Optimization Tips by Mike Volpe of HubSpot as presented at Dreamforce 2010 the user group event.



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  • Google AdWords and other paid advertising is a drug for marketers. It is expensive, makes you feel good, but then the feeling goes away and you need to pay again to feel good (get more leads).
  • This leads to LMS – Lazy Marketing Syndrome, where you don’t focus on building long term assets for your company and instead just keep raising the limit on your credit card.
  • Renting leads from other people (buying advertising) is not a long term strategy for lead generation. Renting is OK for experiments, and for transitions, and for testing. But it should not be the centerpiece of your long term strategy.
  • Instead, think about building a long term asset, just like the machinery in a factory. Build tools that will attract leads at a low cost while you sleep, and without additional cost per lead.
  • Examples of outbound marketing, or rented marketing are all different forms of advertising that do not help you build an asset that your company owns and controls. Inbound marketing helps you build assets that attract leads to your company at a low cost over time.

Website Optimization Tips - Dreamforce 2010 - Website Optimization Tips - Dreamforce 2010 - Presentation Transcript

  • Dreamforce 2010:
    Website Optimization
    Mike Volpe
    VP Marketing at HubSpot / mvolpe
  • Don’t make me do marketing!
    Just up our AdWords limit...
  • Website Tips Based on Real Data
    Lessons from 3,074,020 websites
  • Tip #1:
    Buyer Persona Drives Content
  • Title: “Director/VP of Marketing”
    Company has 50-500 employees
    Expert at “outbound marketing”, 15+ years experience
    Worries about “brand presence” (colors, logo, fonts)
    Website built for $25K with firm, uses
    Uses the web for:
    Photo sharing of kids with friends (Shutterfly, NOT Flickr)
    Email (Outlook for work, web based for home)
    Research / news (web, email subscriptions, NOT RSS)
    LinkedIn (~100 connections, a couple groups), Facebook (personal only)
    42 years old, married, 2 kids (10 and 6)
    A little scared of “technology”
    Enjoys travel, drives an SUV, likes her iPod Nano (300 songs)
    Worried kids are meeting bad people on MySpace and in chat rooms
    Wears “appropriate business casual” from Banana Republic and Ann Taylor
    Wants to learn “inbound marketing”, needs easy to use tools, need integrated tools, needs reports to show CEO, wants life to be easier, doesn’t like to tinker
    Meet “Marketing Mary”
  • Have You Met Your Personas?
    Kadientphoto by: David Meerman Scott
  • Tips for Buyer Personas
    Use data, but don’t be a slave to it
    Get personal and specific
    The perfect is the enemy of the good
    Socialize it company wide
  • Tip #2:
  • Publish vs. Advertise
    People ignore ads.
    0.2% Click Through Rate
    Be the content, not the
    ads around the content.
  • Publish Everything
    News Releases
  • Blogging Attracts More Visitors
  • 79% more
    followers for companies
    that also have a blog
    Source: Data from over 2,000 businesses -
  • Tips for Publishing (Blogging)
    Title should be keyword rich
    Image in every article
    Use both email and RSS subscription
    CTA in every article
  • Tips for Publishing (Blogging)
    Want more comments?
    Ask a question
    Be controversial
    Leave part of the issue untouched
    Need article ideas?
    Check email sent items
    Customer service inquiries
    FAQs salespeople receive
    Ask your readers
  • Tips for Publishing (Blogging)
    Engage the whole company
    Contests and public praise
    Support from executives
    Build into employee goals
    Get everyone addicted
  • Tip #3:
    Make Google Happy
  • SEO from 2000 to 2011
    Ranking Algorithm:f(n): Context + Authority
  • Keyword Selection
    “Cosmetic Dentist”
  • On-Page SEO Essentials
    • Page Title
    • Clean URL
    • Headers & Content
    • Description
  • Attractive to Humans and Crawlers
  • Authority is Determined by Links
  • 97% more links
    (for better rankings)
    for companies
    that have a blog
    Source: Data from over 1,500 small businesses -
  • A Few Links Go a Long Way
    85% of web pages have less than 7 inbound links
  • Where is Search Going?
  • Coming to SEO: Likes = Links
    = =
  • Tips for SEO
    Use keywords and language your buyer persona uses
    Focus on great content more than technical tweaks
    Train all content creators on SEO
  • Advice for the road ahead…
  • Stop thinking like a
    marketer or advertiser.
  • Start thinking like a
    publisher and socializer.
  • More: Details, Tips, Case Studies
    Inbound Marketing:
    Get Found using Google, Social Media and Blogs
    Top 20
    Web Marketing
    Book on Amazon
  • Thank You
    Mike Volpe
    VP Marketing at HubSpot / mvolpe