SEO & Social Searchfor Lead GenerationMike VolpeVP Marketing, HubSpotTwitter: @mvolpe
Marketing is Changing    1950 - 2000         2000 - 2050
Outbound Marketing
Outbound Marketing is Harder                               800-555-1234                               Annoying            ...
The Good News…                 Inbound Marketing:                 Get Found using Google,                 Social Media and...
The Great News…     Source: survey of hundreds of businesses: HubSpot.com/ROI
Budget vs. BrainsFlickr: Refracted Moments   Flickr: Gaetoan Lee
“If you have more money thanbrains, use outbound marketing.  If you have more brains thanmoney, use inbound marketing”    ...
Inbound Marketing Process                Create                Optimize                Promote                Convert     ...
Where is Search Going?
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 ...
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-generat...
SEO Tips from Website Grader  Lessons from 2,341,786 websites
Timeline of SEO    Time Period       Ranking Algorithm   Before 2000       • Context (web page content)                   ...
SEO Before 2000  Ranking Algorithm:        f(n): Context
Which Page Gets #1 Ranking?Search: “business software”                      vs.Result: HubSpot.com = #1HubSpot has stuffed...
On-Page SEO (Context)• Page Title• Clean URL• Headers & Content• Description
Keywords & The Prosthodontist                                              “Cosmetic Dentist”                             ...
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?
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...
SEO from 2000 to 2010  Ranking Algorithm: f(n): Context + Authority
Which Page Gets #1 Ranking?Search: “business software”                      vs.Result: Salesforce.com = #1Salesforce.com h...
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. Y...
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 • Produ...
Link-Worthy & Share-Worthy                                          Over 1,200                                          in...
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: Hub...
2000 to 2010 SEO Tips • Use a couple keywords in page titles   and page content and make pages   easy for search spiders t...
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 ...
Which Page Gets #1 Ranking?Search: “business software” by Mikewho is a member of the “InboundMarketers” LinkedIn group and...
Which Page Gets #1 Ranking?Search: “business software” by Marywho follows 30 people on Twitter whofollow Salesforce on Twi...
Which Page Gets #1 Ranking?Search: “business software” by Olliewho is not using Facebook, Twitter orany social media at al...
Which Page Gets #1 Ranking?Search: “business software” by Ianwho uses Twitter but does not followHubSpot or Salesforce on ...
Which Page Gets #1 Ranking?Search: “business software” by Natalie,and there has just been a big newsstory featuring HubSpo...
Build Your Reach to Build AuthorityReach Metric                 HubSpot   Salesforce.comInbound Links                451,0...
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 • ...
Suggested Next Steps The Basics: • Read the “Inbound Marketing” Book • Grade your website:   www.WebsiteGrader.com More Ad...
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 Analy...
Search Optimization                      • Keyword Grader                      • Link Grader                      • Page G...
Email Marketing & Lead Nurturing                    • Email Marketing                    • Lead Nurturing
Lead Generation                  •   Landing Pages                  •   Lead Intelligence                  •   Lead Alerts...
Competitor Tracking
Marketing Analytics    • Assess the effectiveness of your marketing on a      campaign-by-campaign level    • Optimize res...
Proven ROI by 2,600+ Customers     Cilk Arts Increases Leads 500%     Makana Solutions 3x Leads, 2x Conversions     Vocio ...
Try HubSpot for FREE:www.HubSpot.com/free-trial
Q&AFree Trial: www.HubSpot.com/free-trialMike VolpeVP Marketing @HubSpotTwitter: @mvolpe
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Seosocialsearchleadgenerationwebinarhubspotmay2010pdf 100507151520-phpapp01

  1. 1. SEO & Social Searchfor Lead GenerationMike VolpeVP Marketing, HubSpotTwitter: @mvolpe
  2. 2. Marketing is Changing 1950 - 2000 2000 - 2050
  3. 3. Outbound Marketing
  4. 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
  5. 5. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  6. 6. The Great News… Source: survey of hundreds of businesses: HubSpot.com/ROI
  7. 7. Budget vs. BrainsFlickr: Refracted Moments Flickr: Gaetoan Lee
  8. 8. “If you have more money thanbrains, use outbound marketing. If you have more brains thanmoney, use inbound marketing” -- Guy Kawasaki
  9. 9. Inbound Marketing Process Create Optimize Promote Convert Analyze
  10. 10. Where is Search Going?
  11. 11. Where is Search Going?
  12. 12. What Does SEO Rank Mean? “SEO rank is now a meaningless metric.” -- Mike Volpe (@mvolpe)
  13. 13. 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.
  14. 14. HOLY CRAP
  15. 15. “What the hell do I do?” -- You
  16. 16. “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)
  17. 17. SEO Tips from Website Grader Lessons from 2,341,786 websites
  18. 18. 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)
  19. 19. SEO Before 2000 Ranking Algorithm: f(n): Context
  20. 20. Which Page Gets #1 Ranking?Search: “business software” vs.Result: HubSpot.com = #1HubSpot has stuffed all the metadata and textfields with lots of keyword phrases, including“business software”, “business”, etc.
  21. 21. On-Page SEO (Context)• Page Title• Clean URL• Headers & Content• Description
  22. 22. Keywords & The Prosthodontist “Cosmetic Dentist” vs “Prosthodontist” Image: http://www.thehumorousimage.com/
  23. 23. Attractive to Whom? (Context) www.seo-browser.com
  24. 24. What Does SEO Rank Mean? “Website traffic is meaningless unless it converts into leads.” -- Mike Volpe (@mvolpe)
  25. 25. No Call to Action
  26. 26. Good Homepage Call to Action
  27. 27. Offer – WIIFM?
  28. 28. Offer – WIIFM?
  29. 29. Landing Pages Convert
  30. 30. 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
  31. 31. SEO from 2000 to 2010 Ranking Algorithm: f(n): Context + Authority
  32. 32. Which Page Gets #1 Ranking?Search: “business software” vs.Result: Salesforce.com = #1Salesforce.com has more links and authoritysince it is a larger company and has been aroundlonger.
  33. 33. Authority is Determined by Links
  34. 34. 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
  35. 35. More + Better Content = Links
  36. 36. Content is Useless w/o Links
  37. 37. Publish Everything• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
  38. 38. Publish Everywhere
  39. 39. What Gets Shared or Linked? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts
  40. 40. 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
  41. 41. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  42. 42. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  43. 43. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  44. 44. 46% of companies who blog have gotten revenue because of their blog. Source: survey of hundreds of businesses: HubSpot.com/ROI
  45. 45. 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
  46. 46. SEO in 2010 and Beyond Ranking Algorithm: f(n): Context + Authority + Social Graph
  47. 47. Which Page Gets #1 Ranking?Search: “business software” vs.Result: It depends!It depends on who you are and when you search.
  48. 48. Which Page Gets #1 Ranking?Search: “business software” by Mikewho is a member of the “InboundMarketers” LinkedIn group and isfriends on Facebook with 3 people thatare fans of HubSpot on Facebook.Result: HubSpot.com = #1Mike has a connection to HubSpot, making is morerelevant to him.
  49. 49. Which Page Gets #1 Ranking?Search: “business software” by Marywho follows 30 people on Twitter whofollow Salesforce on Twitter and shehas read about CRM on wikipedia.Result: Salesforce.com = #1Mary likes CRM and her friends seem to likeSalesforce.com, maybe she will too.
  50. 50. Which Page Gets #1 Ranking?Search: “business software” by Olliewho is not using Facebook, Twitter orany social media at all.Result: HubSpot.com = #1Ollie does not use social media. But people likehim do, and HubSpot has 12,000 Facebook fans,and Salesforce only has 6,000, so if more peoplelike HubSpot, maybe Ollie will too.
  51. 51. Which Page Gets #1 Ranking?Search: “business software” by Ianwho uses Twitter but does not followHubSpot or Salesforce on Twitter.Result: HubSpot.com = #1Ian uses Ollie does not use social media. Butpeople like him do, and HubSpot has 12,000Facebook fans, and Salesforce only has 6,000, soif more people like HubSpot, maybe Ollie will too.
  52. 52. Which Page Gets #1 Ranking?Search: “business software” by Natalie,and there has just been a big newsstory featuring HubSpot on CNN.com,and it is a top trending topic on Twitter.Result: HubSpot.com = #1Salesforce.com is a bigger and better knowncompany, but something big is happening atHubSpot right now, so Natalie will probably like toknow about that first.
  53. 53. Build Your Reach to Build AuthorityReach Metric HubSpot Salesforce.comInbound Links 451,000 78,676MozRank SEO Authority 1-10 6 6LinkedIn Group Members 45,000 14,400LinkedIn Company Followers 458 276Facebook Fans 11,900 6,500Twitter Followers 34,000 6,800Google Buzz Followers 1,000 NoneYouTube Views 300,000 400,000Slideshare Views 375,000 3,000Twitter Mentions Per Month 34,000 9,500
  54. 54. Content Makes You Interesting
  55. 55. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  56. 56. Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI
  57. 57. More Blogging Increases Results Source: survey of hundreds of businesses: HubSpot.com/ROI
  58. 58. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  59. 59. Build Network - Keyword Search
  60. 60. Search.Twitter.com
  61. 61. LinkedIn Answers
  62. 62. LinkedIn Groups
  63. 63. All Your Employees Are Marketers
  64. 64. Empower Employees by Sharing Info
  65. 65. 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
  66. 66. 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
  67. 67. Inbound Marketing Summary Create Optimize Convert Promote
  68. 68. Try HubSpot for FREE:www.HubSpot.com/free-trial
  69. 69. How to Put All the Pieces Together?d.j.k. on flickr
  70. 70. HubSpot Puts the Pieces Together
  71. 71. What’s HubSpot? • All-in-one Marketing Software • Over 2,600 customers in 3 years • 140+ employees, lots of MIT grads
  72. 72. Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing
  73. 73. Search Optimization • Keyword Grader • Link Grader • Page Grader
  74. 74. Email Marketing & Lead Nurturing • Email Marketing • Lead Nurturing
  75. 75. Lead Generation • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling
  76. 76. Competitor Tracking
  77. 77. Marketing Analytics • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales
  78. 78. 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
  79. 79. Try HubSpot for FREE:www.HubSpot.com/free-trial
  80. 80. Q&AFree Trial: www.HubSpot.com/free-trialMike VolpeVP Marketing @HubSpotTwitter: @mvolpe
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