SEO & Social Searchfor Lead GenerationMike VolpeVP Marketing, HubSpotTwitter: @mvolpe
Marketing is Changing 1950 - 2000 2000 - 2050
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. BrainsFlickr: Refracted Moments Flickr: Gaetoan Lee
“If you have more money thanbrains, use outbound marketing. If you have more brains thanmoney, use inbound marketing” -- Guy Kawasaki
Inbound Marketing Process Create Optimize Promote Convert Analyze
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 what is happening.
“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 = #1HubSpot has stuffed all the metadata and textfields with lots of keyword phrases, including“business software”, “business”, etc.
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?
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 = #1Salesforce.com has more links and authoritysince it is a larger company and has been aroundlonger.
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
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 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.
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.
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.
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.
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.
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
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
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
Email Marketing & Lead Nurturing • Email Marketing • Lead Nurturing
Lead Generation • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling
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