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

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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 session will guide you on the right path, explaining what strategies and tactics work best and why.

* Jeanne Hopkins, Director of Marketing, HubSpot

Published in: Education, Technology, Business

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  • Transforming Marketing Outbound Marketing: 2 MIN/4 MIN (build slide)
  • Transforming Marketing: Inbound Marketing 2 MIN/ 6 MIN
  • BudgetOr Brains? 2 MIN/10 (build slide – cash or brains?)
  • Blogging Concept – 2 MIN/12 MINThe whole concept of blogging conjures up a wide ranch of thoughts, ideas and opinions and its been interesting to see how blogging has been transformed in the three years I have been following the blogsphereEveryone has been on a blog- although you may not recognize itBlogs are no longer cutting edge= mainstream as a communication medium – blog stats; positioning on major media outletsSo there is a compelling reason to have one (Seth Godin or David Meerman Scott post)
  • BLOG BASICS _ can pull or repurpose 2 MIN/14You probably already write blog articles, you just don’t call them that. Blogs are the new email newsletters. Most anything that could go in your newsletter can go in your blog. You can still send the content out via email, and readers can subscribe to your blog to get posts via email
  • LET’S TALK -3 MIN/17 MINBlogs are the unsung hero of search engine optimization and there is strong business valueHost a Conversation- to make your site interesting AND sticky so that people come back all the timePromote Yourself in an interesting way “you can be edgy, provocative & sync with current eventsNetwork Online- you can connect with your target demographic in a way that helps them solve a problemNurture Relationships with prospects and customers – talk about issues, get feedback, opinions, ideas
  • Other benefits on Blogs 2 MIN/19 MINIf you publish new content regularly, you can increase the rate at which Google crawls your site, which is a good thing The blog has a built-in navigation system (browse by tags, by date, etc.) which means when you publish new content you don't need to spend tons of time figuring out where it should go on your site You can typically acquire more links since people link to blog articles more readily than corporate websites Having a blog enables you to more easily engage with other bloggers, which can drive traffic and linksA blog often can (and should) have multiple authors, so you can share the burden of content creation with others in your organization Commenting engine enables you to engage directly with prospects (and if you use HubSpot lead tracking, you can see any comments on your blog articles left by your leads!)
  • Blog Basics (arrow build) 3 MIN/22 MINBefore you start blogging, READ other blogs, then COMMENT on relevant blogs, then WRITE your own blog posts.Considerations for a Blog1.  Who are your primary and secondary targets for your blog?2.  What do you want to tell them?3.  Do you understand what the key informational needs of the audience are?4.  Are you reading other blogs on that topic, and ones targeting your customers and prospects?5.  If you are reading, are you leaving comments that add to the online conversation on the blogs you cover?6.  Do you have a firm grasp on the types of keywords to focus on that would be relevant to your blog?7.  Do you follow those keywords on Technorati and Google Blog Search?  Do you have alerts set up around those keywords at Google Alerts? (or possibly even use a reputation management system?)8.  Can you commit to blogging at least two-to-three times per week? (consistency is key, based on the expectations you set with your audience)9.  What is your ultimate goal in starting a blog?  In one year from when you start blogging, how will your life be different?10.  Are you looking at blogging as a challenge or something that could be fun?
  • Blogging Benefits 2 MIN/24 Blogs give you a Winning Ticket for the SEO raffle drawing MINIf you have a site with five pages and no blog, you have five chances to rank in search engines. If you have a site with 100 and pages and a blog with hundreds of posts, you have hundreds of chances to rank. Many of the keywords you'll rank for will get you one or two visits a month, but in the aggregate -- as we've seen at HubSpot -- those long tail search querries will account for far more traffic than the high-traffic queries.
  • The Exponential Effect of Blogs (Build Slide) 2 MIN/26 MIN
  • Keys to a succesful blog (arrow build) 1 MIN/28
  • WRITE – You don’t have to be Hemingway. 2/30Not every story fits in a few neat paragraphs - especially stories that are still unfolding. Maybe you're taking on a major advocacy project. Adding a green roof to your office building. Or tracking an intern's apprenticeship in the skills and culture of your industry.You might have a story that can engage readers over an extended period: weeks, months or even years.
  • WRITE 2 MIN/32Raisin Bran – Basic, Everyday PostsHow to postsRich in keywordsGet good at whipping them outMake sure they’re useful
  • WRITE: 2 MIN/34Spinach – Healthy, Thoughtful PostsShould establish your site a thought leader in the industryPut time into themDon’t do too many
  • WRITE: 2 MIN/36 – not overnight successRoast Beef – Big Blog ProjectsLots of workLots of links, discussion and attentionPick them well
  • 2 MIN/38Chocolate Cake – The Sweet StuffThese posts make your blog funA chance to poke fun at yourselfLots of traffic/links Often video, images
  • WRITE: 3 MIN/41Tabasco – Posts That Start FiresMake a bold statementBe prepared to defend yourselfLots of comments and linksToo many of these post could loose trust
  • Where do you get ideas for blog posts? 3 MIN/44EverywhereKeep a listWhen you learn something, flesh it outCheck your email outbox!Ask your readersEmail interviewsVideo interviews (conferences, office visitors, clients)Guest posts from people with similar blogs“Best of” lists“How we do it” posts
  • Sustaining your blog. 3 MIN/47  Can you commit to blogging at least two-to-three times per week? (consistency is key, based on the expectations you set with your audience)
  • Pick a publishing schedule (build slide). Once a week? Every Monday and Wednesday? 3 MIN/50Stick to itThe goal is to build up a body of keyword-rich content (create an asset)Don’t start and then let it die a slow death (click)
  • Spread the word. Leverage. 1 MIN/51Send an email to friends, co-workers, customers, vendors, investors, and your entire network telling them that you've launched your blog. Ask them to read your first article, and if they think it's interesting, to subscribe to your blog and to pass the article on to others that might find it interesting. Promote your users. Share editorial responsibilities -- like selecting front-page stories, moderating comments, and approving blog posts -- with your most loyal users. It increases their commitment and broadens the editorial perspective of your site.
  • Take Comments Seriously (build slide) 1 MIN/52Commenting engine enables you to engage directly with prospects Make sure you comment back and link to your blog or website.
  • Publish your posts toSocial Media networks (build slide). Leverage 2/54Twitter Post directly Post via twitterfeed.com automaticallyFacebook Post to your status Post automatically via a feed to your fan or profile pageAlso consider LinkedIn, other sites.
  • Engage People; Stay on Their Radar 2/56Write posts that link to or follow up on bigger bloggers’ radar screensMost people do Google or Technorati searches for their name, so they’ll see your post
  • 2 MIN/58Wag your long tail. The bad news: you probably can't compete head-on with MySpace or Facebook. The good news: you don't need to. Your community has distinct needs and interests; understand your niche and appeal to it. Give your community members the kind of information and material they can't find elsewhere, and they'll keep coming back.
  • Measure (arrow build)
  • ShowingHubSpot analytics, cuz we can!Measure: SubscriptionsEmail and RSSA measure of your blog’s total reachA “sticky” number
  • Measure: Page views (Build slide) a few days ago, a few years ago.Traffic indicationA few days ago,A few YEARS ago.
  • Measure Inbound Links: (Build Slide) a few days ago, a few years ago.SEO impact of your blogAn indicator of your blog’s role in outside conversationsA few days ago, A few YEARS ago.Authority indication
  • Measure Comments (build slide) a few days ago, a few years ago:Quantitatively, a good indicator of engagementQualitatively, a great way to listen to marketA few days ago, A few YEARS ago.
  • Wrap up – Read, Comment, Write - 1.  What is your ultimate goal in starting a blog?  In one year from when you start blogging, how will your life be different?2.  Are you looking at blogging as a challenge or something that could be fun?
  • How to Put All the Pieces Together?HubSpot can do it for you.
  • Transcript

    • 1. Online Marketing Summit
      San Jose, CA | June 18, 2010
      How to Leverage Blogs (Yours & Others) to Increase Search Engine Visibility
      Speaker: Jeanne Hopkins, HubSpot
      1
    • 2. Outbound Marketing
      800-555-1234
      Annoying
      Salesperson
    • 3.
    • 4. Inbound Marketing
    • 5.
    • 6.
    • 7.
    • 8.
    • 9.
    • 10.
    • 11. Blog Basics
      Keys to a Successful Blog
      Write
      Sustain
      Spread
      How to Measure Your Blog
    • 12.
    • 13.
    • 14. Blog Basics
      Keys to a Successful Blog
      Write
      Publish
      Leverage
      How to Measure Your Blog
    • 15.
    • 16.
    • 17.
    • 18.
    • 19.
    • 20.
    • 21.
    • 22.
    • 23.
    • 24.
    • 25. Use these links
    • 26.
    • 27.
    • 28.
    • 29. Why Blog?
      Keys to a Successful Blog
      Write
      Sustain
      Spread
      How to Measure Your Blog
    • 30.
    • 31.
    • 32.
    • 33.
    • 34. Why Blog?
      Keys to a Successful Blog
      Write
      Sustain
      Spread
      How to Measure Your Blog
    • 35. d.j.k. on flickr
    • 36. jhopkins@hubspot.com
      @jeannehopkins
      http://Website.Grader.com
      http://Blog.Grader.com
      http://Grader.com
      Free Trial Offer: www.HubSpot.com/free-trial
      36
      Thank You!
    • 37. 37
      Thank You
      Visit
      www.onlinemarketingsummit.com
      for more information
      Follow us @OMSummit