2. Inbound Marketing Summit
• September 8, 2008
• Cambridge, MA
• David Meerman Scott
• Lots more…
“If you liked the webinar,
you’ll LOVE the Inbound
Marketing Summit”
3. Agenda
• What is SEO? Why is it important?
• SEO Basics
• Keywords
• On Page SEO
• Off Page SEO
• Measuring Results
• DIY vs DIFM
11. Organic Search is Best
• Free
Pay Per Click – 25% of Clicks
• More traffic
Organic Results
• Smarter people
75% of clicks
• Longer lasting
Source: Marketing Sherpa and Enquiro Research
12. SEO – What and Why
• SEO refers to techniques that help your
website rank higher in the organic/natural
search results.
• This helps more people who are looking for
your product or service find you.
18. Search Volume
• You want to know how many people search
exactly that term monthly.
• All data is guess-timated
• www.google.com/adwords
• HubSpot
19. Relevance
• You want to know how many people who
search a term will buy from you.
• Make your own estimates
• Track results
• Compare to PPC ads
20. Difficulty (Competition)
• You want to know your probability of getting
to the first page of Google.
• SEO strength of existing websites (HubSpot)
• AdWords cost
• Number of results (bad idea)
22. Getting Found: On-Page SEO
HubSpot’s Keyword Grader
• Determine what keywords to
optimize your pages around based
on relevance, search volume, and
how difficult it will be to rank on the
first page of Google
• Identify critical long tail words (high
conversion rates, low competition)
• Monitor your rank against
competitors for each
keyword/phrase
• Determine the specific page on
your site that is ranking for each
keyword(phrase) and how to make
further improvements
24. HTML Overview
<font=“verdana”>HTML text <b>looks</b>
different to a <i>person</i> than to a <a
href=“http://www.google.com”> search engine </
a></font>
HTML text looks different to a person than to a
search engine
• <b> = Bold
• <i> = Italics
• <h1> = Heading 1
• <img alt text = “Internet Marketing”>
25. Visible On Page SEO
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold
28. Vocabulary
• Page Rank
• How important Google thinks your site is
• 0 to 10
• Exponential scale
• Inbound Links
• Web pages that link to you
• Link Anchor Text
• The text that is in the link to you
29. 75% of SEO = Off Page
• Recommendations from friends
• “I know Mike Volpe”
• “Mike Volpe is a marketing expert”
• Seth Godin: “Volpe’s a marketing expert”
• Links are online recommendations
1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
31. Link Building Tips
• Directories
• Partners
• Content is king
• Start a blog, join the blogosphere
• Create a tool (WebsiteGrader.com)
• Other: viral videos, photos
• Press Releases
• Social Media
• Answers, Forums, Wikis
32. Getting Found: Off-Page SEO
HubSpot’s Link Grader
• Identify opportunities to generate
more return from your existing
links
• Monitor your live inbound links
and which inbound links are
producing the most value for you
• Aggregate your competitors
inbound links to discover new link
building opportunities that you
have not taken advantage of
41. Doing SEO Yourself
• It’s not rocket science.
• Content is king.
• Read a lot of blogs.
• Invest in great tools.
• Start small and work your way up.
• Track, so you learn what works.
42. Hiring an SEO Consultant
• They should be able to explain to you in
simple language what determines rank.
• They should explain everything to you.
• They should require good content.
• Their website is optimized (check Website
Grader).
• Their reference websites are optimized.
• They measure results in leads.
• They did not cold call you.
• They are more than $2000 / month.
43. Hiring an SEO Consultant
• Be clear about goals (traffic & leads).
• It will take 1 to 6 months. ($$$)
• Content is king. Who will write?
• Will they do the hard work? (links)
• Invest in great tools to track them.
http://blog.hubspot.com/blog/tabid/6307/bid/1466/7-signs-you-shou
44. HubSpot Inbound Marketing System
C ontent
SEO Managem ent Bl
og
• Software
Landing Social
Pages Media
A na
• Support + Expertise Lead
l tc
Int l
eligence
• $3500 / year yi s
C RM
(Sal or
esf ce.co
m or ot )
her
• No IT Required
45. Getting Found: On-Page SEO
HubSpot’s Keyword Grader
• Determine what keywords to
optimize your pages around based
on relevance, search volume, and
how difficult it will be to rank on the
first page of Google
• Identify critical long tail words (high
conversion rates, low competition)
• Monitor your rank against
competitors for each
keyword/phrase
• Determine the specific page on
your site that is ranking for each
keyword(phrase) and how to make
further improvements
46. Getting Found: Off-Page SEO
HubSpot’s Link Grader
• Identify opportunities to generate
more return from your existing
links
• Monitor your live inbound links
and which inbound links are
producing the most value for you
• Aggregate your competitors
inbound links to discover new link
building opportunities that you
have not taken advantage of
47. Getting Found: Blogosphere
HubSpot’s Blog Software
• Enable easy, natural process to
consistently update content on
your site, achieve more frequent
search engine crawls, and
improve authority
• Develop an audience of email
and RSS subscribers
• Attract more inbound links (“link
bait”)
• Write keyword rich content to
attract more high conversion rate
traffic
49. Lead Intelligence
• Track the full path of all of your
leads through your web site
• Automatically develop more
intelligence around each lead
(number of visits, time on site,
pages visited, comments written
on blog, documents downloaded,
information submitted via web
forms created)
• Increase close rate through
improved lead quality
50. Making Better Marketing Decisions
HubSpot’s Analytics
• The integrated reports in
HubSpot software allow you to
understand the effects of all your
marketing activities so you can
optimize your efforts and allocate
your time and money towards the
programs that generate the most
leads and sales for your business
51. HubSpot Methodology and Consulting
• Our Internet Marketing Consultants
are experienced in all aspects of
online marketing and specifically
trained on HubSpot's products and
methodologies
• Consulting sessions focus on these
topics based on the specific needs
of the client
54. Additional Marketing Resources
• http://blog.hubspot.com
• www.webinknow.com
• www.pr-squared.com
• New Rules of Marketing and PR
• http://www.davidmeermanscott.com/documents/New_Rules_of
• http://success.hubspot.com
(HubSpot Customers Only)
55. Inbound Marketing Summit
• September 8, 2008
• Cambridge, MA
• David Meerman Scott
• Lots more
“If you liked the webinar,
you’ll LOVE the Inbound
Marketing Summit”
