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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 ...

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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  • Transforming Marketing Outbound Marketing: 2 MIN/4 MIN (build slide)

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

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