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Online Marketing Summit<br />Dallas, TX | July 19, 2010<br />How to Leverage Blogs (Yours & Others) to Increase Search Eng...
2<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Bl...
Outbound Marketing<br />800-555-1234<br />Annoying<br />Salesperson<br />
Inbound Marketing<br />
Inbound Leads Cost 60% Less Than Outbound Leads<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Reading List Suggestion<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketi...
7<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Bl...
How Do You Get to the Top?  History of SEO<br />
SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
Inbound Marketing One Strategy not Three<br />
11<br />Two Sides of Optimization<br />On-Page<br />(Context)<br />Off-Page<br />(Authority)<br />
On-Page SEO (Context)<br /><ul><li> Page Title
 Clean URL
Headers
 Description</li></li></ul><li>Off-Page SEO (Authority)<br /><ul><li> Recommendations from friends</li></ul>“I know Mark R...
The New Marketplace<br />Head<br />Popularity<br />Long Tail<br />Keywords<br />The Long Tail<br />
Lessons from 2,084,563websites<br />SEO Tips from Website Grader<br />
More Content, Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
Blogging Means More Inbound Links<br />Source: Data from over 1,500 businesses - http://hub.tm/BlogROI<br />17<br />
More Visitors<br />Source: Data from over 1,500 businesses - http://hub.tm/BlogROI<br />18<br />
DISCUSSION QUESTION<br />What are the best ways to incorporate the rules of SEO into your blogging strategy?<br />
Incorporating SEO in Your Blogging Strategy<br />Use keyword tool to drive blog topic selection<br />Configure blog with O...
21<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote B...
DISCUSSION QUESTION<br />What is the best human resource strategy for blogging?<br /><ul><li>Outsource?
CEO vs. Marketing vs. Interns?</li></li></ul><li>Blog Human Resource Strategy<br />Domain<br />Knowledge<br />Blog<br />Su...
DISCUSSION QUESTION<br />How often should you blog?<br />
Frequency of Blog Articles on HubSpot Blog<br />Multiple Blog Post per Day Sustains Yield<br />25<br />
26<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote B...
27<br />Distribute Your Content<br />
Social Participation is Key to Blog Success<br />WHAT NOTTO DO<br /><ul><li>Give your company elevator pitch
Talk about your product features
Bash your competition</li></ul>WHAT TO DO<br /><ul><li>Educate / answer their question
Promote other good content
Get your subject matter experts involved</li></ul>28<br />
Focus Participation on Digital Influencers<br />Find influencers using twitter.grader.com<br />29<br />
30<br />Blogging Increases Twitter Reach by 75%<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
31<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote B...
Blogs and Social Media arefor Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
33<br />How Does HubSpot Convert Visitors?<br />
34<br />Quality Content Behind Forms<br />
35<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote B...
Metric #1: Conversions from Traffic to Leads and Sales<br />
Metric #2: Subscriptions<br />
Metric #3: Pageviews<br />Great for media sites selling display advertising<br />Potential problems for your business:<br ...
Metric #4: Comments<br />Quantitatively, a good indicator of engagement<br />Qualitatively, a great way to listen to marke...
Metric #5: Inbound Links<br />Measure the SEO impact of your blog<br />An indicator of your blog’s role in outside convers...
41<br />Beyond the Blog, Measure Total Reach<br />
Final Thoughts …<br />42<br />
What is HubSpot?<br />Easy, Integrated Marketing Platform<br />On-Dialog<br />Word<br />Press<br />Drupal<br />Web CEO<br ...
Who is HubSpot?<br /><ul><li>Founded in 2006 from research at MIT
Over 3,000 customers
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How to Leverage Blogs (Yours & Others) to Increase Your Search Engine Visibility - HubSpot, Mark Roberge

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How to Leverage Blogs (Yours & Others) to Increase Your Search Engine Visibility

Content marketing and strategies greatly impact business search rankings. Whether you have staff or a PR agency dedicated to overseeing your content or not, this online marketing session will guide you on the right path, explaining what strategies and tactics work best and why.

* Mark Roberge, VP Sales, HubSpot (@markroberge)

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  • Transcript of "How to Leverage Blogs (Yours & Others) to Increase Your Search Engine Visibility - HubSpot, Mark Roberge"

    1. 1. Online Marketing Summit<br />Dallas, TX | July 19, 2010<br />How to Leverage Blogs (Yours & Others) to Increase Search Engine Visibility<br />Mark Roberge, HubSpot<br />(@markroberge) #OMSDAL<br />1<br />
    2. 2. 2<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />
    3. 3. Outbound Marketing<br />800-555-1234<br />Annoying<br />Salesperson<br />
    4. 4. Inbound Marketing<br />
    5. 5. Inbound Leads Cost 60% Less Than Outbound Leads<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    6. 6. Reading List Suggestion<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />
    7. 7. 7<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />
    8. 8. How Do You Get to the Top? History of SEO<br />
    9. 9. SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
    10. 10. Inbound Marketing One Strategy not Three<br />
    11. 11. 11<br />Two Sides of Optimization<br />On-Page<br />(Context)<br />Off-Page<br />(Authority)<br />
    12. 12. On-Page SEO (Context)<br /><ul><li> Page Title
    13. 13. Clean URL
    14. 14. Headers
    15. 15. Description</li></li></ul><li>Off-Page SEO (Authority)<br /><ul><li> Recommendations from friends</li></ul>“I know Mark Roberge”<br />“Mark Roberge is a blogging expert”<br />Seth Godin: Mark Roberge is a blogging expert<br /><ul><li> Links are online recommendations</li></ul>A link: www.HubSpot.com<br />Anchor text: Internet Marketing<br />Link is from a trusted website<br />
    16. 16. The New Marketplace<br />Head<br />Popularity<br />Long Tail<br />Keywords<br />The Long Tail<br />
    17. 17. Lessons from 2,084,563websites<br />SEO Tips from Website Grader<br />
    18. 18. More Content, Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
    19. 19. Blogging Means More Inbound Links<br />Source: Data from over 1,500 businesses - http://hub.tm/BlogROI<br />17<br />
    20. 20. More Visitors<br />Source: Data from over 1,500 businesses - http://hub.tm/BlogROI<br />18<br />
    21. 21. DISCUSSION QUESTION<br />What are the best ways to incorporate the rules of SEO into your blogging strategy?<br />
    22. 22. Incorporating SEO in Your Blogging Strategy<br />Use keyword tool to drive blog topic selection<br />Configure blog with On-Page SEO in mind<br />Include target long tail keywords in blog article titles<br />Think of blog articles as link bait<br />Think of blog articles as an army of sales people working for you forever<br />
    23. 23. 21<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />
    24. 24. DISCUSSION QUESTION<br />What is the best human resource strategy for blogging?<br /><ul><li>Outsource?
    25. 25. CEO vs. Marketing vs. Interns?</li></li></ul><li>Blog Human Resource Strategy<br />Domain<br />Knowledge<br />Blog<br />Success<br />Writing Skills<br />Bandwidth<br />
    26. 26. DISCUSSION QUESTION<br />How often should you blog?<br />
    27. 27. Frequency of Blog Articles on HubSpot Blog<br />Multiple Blog Post per Day Sustains Yield<br />25<br />
    28. 28. 26<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />
    29. 29. 27<br />Distribute Your Content<br />
    30. 30. Social Participation is Key to Blog Success<br />WHAT NOTTO DO<br /><ul><li>Give your company elevator pitch
    31. 31. Talk about your product features
    32. 32. Bash your competition</li></ul>WHAT TO DO<br /><ul><li>Educate / answer their question
    33. 33. Promote other good content
    34. 34. Get your subject matter experts involved</li></ul>28<br />
    35. 35. Focus Participation on Digital Influencers<br />Find influencers using twitter.grader.com<br />29<br />
    36. 36. 30<br />Blogging Increases Twitter Reach by 75%<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
    37. 37. 31<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />
    38. 38. Blogs and Social Media arefor Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    39. 39. 33<br />How Does HubSpot Convert Visitors?<br />
    40. 40. 34<br />Quality Content Behind Forms<br />
    41. 41. 35<br />Agenda<br />Intro to Inbound Marketing<br />Drive SEO through Blogging<br />Blogging Best Practices<br />Promote Blog in Social Media<br />Convert Blog Traffic to Leads<br />Measure Blog Success<br />
    42. 42. Metric #1: Conversions from Traffic to Leads and Sales<br />
    43. 43. Metric #2: Subscriptions<br />
    44. 44. Metric #3: Pageviews<br />Great for media sites selling display advertising<br />Potential problems for your business:<br />Doesn’t measure RSS<br />Weak measure of engagement<br />What’s the business value of a “view”?<br />
    45. 45. Metric #4: Comments<br />Quantitatively, a good indicator of engagement<br />Qualitatively, a great way to listen to market<br />
    46. 46. Metric #5: Inbound Links<br />Measure the SEO impact of your blog<br />An indicator of your blog’s role in outside conversations<br />
    47. 47. 41<br />Beyond the Blog, Measure Total Reach<br />
    48. 48. Final Thoughts …<br />42<br />
    49. 49. What is HubSpot?<br />Easy, Integrated Marketing Platform<br />On-Dialog<br />Word<br />Press<br />Drupal<br />Web CEO<br />Eloqua<br />Mktg<br />Profs<br />Radian6<br />Google<br />Lead Lander<br />Manti-core<br />Marketo<br />Web Position<br />Blogger<br />Buzz Metrics<br />Ektron<br />VTrenz<br />Core Metrics<br />Mktg Sherpa<br />HubSpot<br />
    50. 50. Who is HubSpot?<br /><ul><li>Founded in 2006 from research at MIT
    51. 51. Over 3,000 customers
    52. 52. 150+ employees</li></li></ul><li>Additional Resources<br />Grade your website at www.WebsiteGrader.com<br />Read the Inbound Marketing Book www.InboundBook.com<br />Take the free Inbound Marketing training www.InboundMarketing.com<br />Start your free trial of HubSpot software www.HubSpot.com/free-trial<br />
    53. 53. 46<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />
    54. 54. Tools to Get Found: SEO<br /><ul><li>Keyword Grader
    55. 55. Link Grader
    56. 56. Page Grader</li></li></ul><li>Tools to Get Found: Blog & Social Media<br /><ul><li>Business Blog Software
    57. 57. Blog Analytics
    58. 58. Social Media Monitoring
    59. 59. Social Media Publishing</li></li></ul><li>Tools to Convert: Leads<br /><ul><li>Landing Pages
    60. 60. Lead Intelligence
    61. 61. Lead Alerts
    62. 62. Visitor Profiling</li></li></ul><li>Tools to Analyze: Competitor Tracking<br />
    63. 63. Tools to Analyze: Marketing Campaigns<br /><ul><li>Assess the effectiveness of your marketing on a campaign-by-campaign level
    64. 64. Optimize resource allocation to maximize sales</li>

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