Website Optimization Tips - Dreamforce 2010 -


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Website Optimization Tips by Mike Volpe of HubSpot as presented at Dreamforce 2010 the user group event.

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  • Google AdWords and other paid advertising is a drug for marketers. It is expensive, makes you feel good, but then the feeling goes away and you need to pay again to feel good (get more leads).
  • This leads to LMS – Lazy Marketing Syndrome, where you don’t focus on building long term assets for your company and instead just keep raising the limit on your credit card.
  • Renting leads from other people (buying advertising) is not a long term strategy for lead generation. Renting is OK for experiments, and for transitions, and for testing. But it should not be the centerpiece of your long term strategy.
  • Instead, think about building a long term asset, just like the machinery in a factory. Build tools that will attract leads at a low cost while you sleep, and without additional cost per lead.
  • Examples of outbound marketing, or rented marketing are all different forms of advertising that do not help you build an asset that your company owns and controls. Inbound marketing helps you build assets that attract leads to your company at a low cost over time.
  • Website Optimization Tips - Dreamforce 2010 -

    1. 1. Dreamforce 2010:<br />Website Optimization<br />Tips<br />Mike Volpe<br />VP Marketing at HubSpot<br /> / mvolpe<br /><br />
    2. 2.
    3. 3. Don’t make me do marketing!<br />Just up our AdWords limit...<br />
    4. 4.
    5. 5.
    6. 6.
    7. 7. Website Tips Based on Real Data<br />Lessons from 3,074,020 websites<br /><br />
    8. 8. Tip #1:<br />Buyer Persona Drives Content<br />
    9. 9. Title: “Director/VP of Marketing”<br />Company has 50-500 employees<br />Expert at “outbound marketing”, 15+ years experience<br />Worries about “brand presence” (colors, logo, fonts)<br />Website built for $25K with firm, uses<br />Uses the web for:<br />Photo sharing of kids with friends (Shutterfly, NOT Flickr)<br />Email (Outlook for work, web based for home)<br />Research / news (web, email subscriptions, NOT RSS)<br />LinkedIn (~100 connections, a couple groups), Facebook (personal only)<br />Personal:<br />42 years old, married, 2 kids (10 and 6)<br />A little scared of “technology”<br />Enjoys travel, drives an SUV, likes her iPod Nano (300 songs)<br />Worried kids are meeting bad people on MySpace and in chat rooms<br />Wears “appropriate business casual” from Banana Republic and Ann Taylor<br />HubSpot:<br />Wants to learn “inbound marketing”, needs easy to use tools, need integrated tools, needs reports to show CEO, wants life to be easier, doesn’t like to tinker<br />Meet “Marketing Mary”<br />
    10. 10. Have You Met Your Personas?<br />Kadientphoto by: David Meerman Scott<br />
    11. 11. Tips for Buyer Personas<br />Use data, but don’t be a slave to it<br />Get personal and specific<br />The perfect is the enemy of the good<br />Socialize it company wide<br />
    12. 12. Tip #2:<br />Publish,<br />Don’t<br />Advertise<br />
    13. 13. Publish vs. Advertise<br />People ignore ads.<br />0.2% Click Through Rate<br />Be the content, not the<br />ads around the content.<br />
    14. 14. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
    15. 15. Blogging Attracts More Visitors<br />
    16. 16. 79% more<br />followers for companies<br />that also have a blog<br />Source: Data from over 2,000 businesses -<br />
    17. 17. Tips for Publishing (Blogging)<br />Title should be keyword rich<br />Image in every article<br />Use both email and RSS subscription<br />CTA in every article<br />
    18. 18. Tips for Publishing (Blogging)<br />Want more comments?<br />Ask a question<br />Be controversial<br />Leave part of the issue untouched<br />Need article ideas?<br />Check email sent items<br />Customer service inquiries<br />FAQs salespeople receive<br />Ask your readers<br />
    19. 19. Tips for Publishing (Blogging)<br />Engage the whole company<br />Contests and public praise<br />Support from executives<br />Build into employee goals<br />Get everyone addicted<br />
    20. 20. Tip #3:<br />Make Google Happy<br />
    21. 21. SEO from 2000 to 2011<br />Ranking Algorithm:f(n): Context + Authority<br />
    22. 22. Keyword Selection<br />“Cosmetic Dentist”<br />vs <br />“Prosthodontist”<br /><br />
    23. 23. On-Page SEO Essentials<br /><ul><li> Page Title
    24. 24. Clean URL
    25. 25. Headers & Content
    26. 26. Description</li></li></ul><li>Attractive to Humans and Crawlers<br /><br />
    27. 27. Authority is Determined by Links<br />
    28. 28. 97% more links<br />(for better rankings)<br />for companies<br />that have a blog<br />Source: Data from over 1,500 small businesses -<br />
    29. 29. A Few Links Go a Long Way<br />85% of web pages have less than 7 inbound links<br />Source:<br />
    30. 30. Where is Search Going?<br />
    31. 31. Coming to SEO: Likes = Links<br />= = <br />
    32. 32. Tips for SEO<br />Use keywords and language your buyer persona uses<br />Focus on great content more than technical tweaks<br />Train all content creators on SEO<br />
    33. 33. Advice for the road ahead…<br />
    34. 34. Stop thinking like a<br />marketer or advertiser.<br />
    35. 35. Start thinking like a<br />publisher and socializer.<br />
    36. 36. More: Details, Tips, Case Studies<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 20<br />Web Marketing<br />Book on Amazon<br /><br />
    37. 37. Thank You<br />Mike Volpe<br />VP Marketing at HubSpot<br /> / mvolpe<br /><br />