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Seo101hubspotmay2008 1216274334472848-8
 

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    Seo101hubspotmay2008 1216274334472848-8 Seo101hubspotmay2008 1216274334472848-8 Presentation Transcript

    • SEO 101 May 14, 2008 Mike Volpe VP Marketing HubSpot
    • Inbound Marketing Summit • September 8, 2008 • Cambridge, MA • David Meerman Scott • Lots more… “If you liked the webinar, you’ll LOVE the Inbound Marketing Summit”
    • Agenda • What is SEO? Why is it important? • SEO Basics • Keywords • On Page SEO • Off Page SEO • Measuring Results • DIY vs DIFM
    • What is SEO? Why is it important?
    • Marketers Doing Marketing
    • People Blocking Marketing Can Spam Act Signed into Law
    • People Don’t Need Marketing
    • Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Viral videos Interruption Permission
    • B2B Buyers Start in Google 98% Search in Google Source: Marketing Sherpa
    • What is SEM? SEO vs. PPC Organic vs. Paid
    • Organic Search is Best • Free Pay Per Click – 25% of Clicks • More traffic Organic Results • Smarter people 75% of clicks • Longer lasting Source: Marketing Sherpa and Enquiro Research
    • SEO – What and Why • SEO refers to techniques that help your website rank higher in the organic/natural search results. • This helps more people who are looking for your product or service find you.
    • SEO Basics
    • How does Google decide?
    • How does Google decide? • On Page Factors ~ 25% • Content • Off Page Factors ~ 75% • Links
    • Picking Keywords
    • Vocabulary • Search Volume (goal = high) • Relevance (goal = high) • Difficulty or Competition (goal = low)
    • Search Volume • You want to know how many people search exactly that term monthly. • All data is guess-timated • www.google.com/adwords • HubSpot
    • Relevance • You want to know how many people who search a term will buy from you. • Make your own estimates • Track results • Compare to PPC ads
    • Difficulty (Competition) • You want to know your probability of getting to the first page of Google. • SEO strength of existing websites (HubSpot) • AdWords cost • Number of results (bad idea)
    • Picking Keywords • Search Volume (goal = high) • Relevance (goal = high) • Difficulty or Competition (goal = low)
    • Getting Found: On-Page SEO HubSpot’s Keyword Grader • Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for each keyword(phrase) and how to make further improvements
    • On Page SEO
    • HTML Overview <font=“verdana”>HTML text <b>looks</b> different to a <i>person</i> than to a <a href=“http://www.google.com”> search engine </ a></font> HTML text looks different to a person than to a search engine • <b> = Bold • <i> = Italics • <h1> = Heading 1 • <img alt text = “Internet Marketing”>
    • Visible On Page SEO • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
    • “Invisible” On Page SEO • Description • Keywords • Alt text on images
    • Off Page SEO
    • Vocabulary • Page Rank • How important Google thinks your site is • 0 to 10 • Exponential scale • Inbound Links • Web pages that link to you • Link Anchor Text • The text that is in the link to you
    • 75% of SEO = Off Page • Recommendations from friends • “I know Mike Volpe” • “Mike Volpe is a marketing expert” • Seth Godin: “Volpe’s a marketing expert” • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
    • Google “Bombing”
    • Link Building Tips • Directories • Partners • Content is king • Start a blog, join the blogosphere • Create a tool (WebsiteGrader.com) • Other: viral videos, photos • Press Releases • Social Media • Answers, Forums, Wikis
    • Getting Found: Off-Page SEO HubSpot’s Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
    • Measurement
    • Website Grader
    • Internet Marketing Scorecard
    • Inbound Links
    • Keyword Rank (vs. Competition)
    • Traffic and Leads from SEO
    • Leads and Customers from SEO
    • DIY or DIFM
    • Doing SEO Yourself • It’s not rocket science. • Content is king. • Read a lot of blogs. • Invest in great tools. • Start small and work your way up. • Track, so you learn what works.
    • Hiring an SEO Consultant • They should be able to explain to you in simple language what determines rank. • They should explain everything to you. • They should require good content. • Their website is optimized (check Website Grader). • Their reference websites are optimized. • They measure results in leads. • They did not cold call you. • They are more than $2000 / month.
    • Hiring an SEO Consultant • Be clear about goals (traffic & leads). • It will take 1 to 6 months. ($$$) • Content is king. Who will write? • Will they do the hard work? (links) • Invest in great tools to track them. http://blog.hubspot.com/blog/tabid/6307/bid/1466/7-signs-you-shou
    • HubSpot Inbound Marketing System C ontent SEO Managem ent Bl og • Software Landing Social Pages Media A na • Support + Expertise Lead l tc Int l eligence • $3500 / year yi s C RM (Sal or esf ce.co m or ot ) her • No IT Required
    • Getting Found: On-Page SEO HubSpot’s Keyword Grader • Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for each keyword(phrase) and how to make further improvements
    • Getting Found: Off-Page SEO HubSpot’s Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
    • Getting Found: Blogosphere HubSpot’s Blog Software • Enable easy, natural process to consistently update content on your site, achieve more frequent search engine crawls, and improve authority • Develop an audience of email and RSS subscribers • Attract more inbound links (“link bait”) • Write keyword rich content to attract more high conversion rate traffic
    • Track Your Competitors
    • Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, information submitted via web forms created) • Increase close rate through improved lead quality
    • Making Better Marketing Decisions HubSpot’s Analytics • The integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
    • HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products and methodologies • Consulting sessions focus on these topics based on the specific needs of the client
    • HubSpot Training Materials and Resources
    • Additional Free SEO Resources 1. http://blog.hubspot.com 2. www.SEOmoz.com • http://www.seomoz.org/article/search-ranking-factors 3. www.SEObook.com 4. www.SearchEngineLand.com 5. www.SearchEngineGuide.com
    • Additional Marketing Resources • http://blog.hubspot.com • www.webinknow.com • www.pr-squared.com • New Rules of Marketing and PR • http://www.davidmeermanscott.com/documents/New_Rules_of • http://success.hubspot.com (HubSpot Customers Only)
    • Inbound Marketing Summit • September 8, 2008 • Cambridge, MA • David Meerman Scott • Lots more “If you liked the webinar, you’ll LOVE the Inbound Marketing Summit”
    • Thank You! Mike Volpe VP Marketing HubSpot 1-800-482-0382 x2 mvolpe@hubspot.com