Learn strategies for using SEO and social search to generate qualified traffic and leads for your business. Presented by Mike Volpe, VP Marketing, HubSpot.
16. “Pay attention to the webinar.”
http://www.hubspot.com/marketing-webinars/how-to-use-seo-and-social-search-for-lead-generation-webinar/
-- Mike Volpe (@mvolpe)
17. SEO Tips from Website Grader
Lessons from 2,341,786 websites
18. Timeline of SEO
Time Period Ranking Algorithm
Before 2000 • Context (web page content)
• Context
2000 to 2010 • Authority (links)
• Context
• Authority
2010 and Beyond • Personalization (social media and
personal info)
20. Which Page Gets #1 Ranking?
Search: “business software”
vs.
Result: HubSpot.com = #1
HubSpot has stuffed all the metadata and text
fields with lots of keyword phrases, including
“business software”, “business”, etc.
30. Pre-2000 SEO Tips
• Use lots of keywords everywhere you
think keywords can be used as
keywords raising keyword density
with more keywords…
• Make pages easy for search spiders
to crawl
• Use calls to action and landing pages
to convert leads
• These tips are still somewhat relevant
31. SEO from 2000 to 2010
Ranking Algorithm:
f(n): Context + Authority
32. Which Page Gets #1 Ranking?
Search: “business software”
vs.
Result: Salesforce.com = #1
Salesforce.com has more links and authority
since it is a larger company and has been around
longer.
34. Why Links are Votes to Google
• Recommendations from friends
1. “I know HubSpot”
2. “HubSpot is a marketing expert”
3. You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
39. What Gets Shared or Linked?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
40. Link-Worthy & Share-Worthy
Over 1,200
inbound links to
one blog article.
1,000’s of Tweets about report - Twitter drove 30% of traffic
41. Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
42. Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
43. Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
44. 46% of companies who blog
have gotten revenue
because of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
45. 2000 to 2010 SEO Tips
• Use a couple keywords in page titles
and page content and make pages
easy for search spiders to crawl
• Create useful content (blog!) and
promote that content (social & email)
to attract more links
• Use calls to action and landing pages
to convert leads
• These tips are still very relevant
46. SEO in 2010 and Beyond
Ranking Algorithm:
f(n): Context + Authority
+ Social Graph
47. Which Page Gets #1 Ranking?
Search: “business software”
vs.
Result: It depends!
It depends on who you are and when you search.
48. Which Page Gets #1 Ranking?
Search: “business software” by Mike
who is a member of the “Inbound
Marketers” LinkedIn group and is
friends on Facebook with 3 people that
are fans of HubSpot on Facebook.
Result: HubSpot.com = #1
Mike has a connection to HubSpot, making is more
relevant to him.
49. Which Page Gets #1 Ranking?
Search: “business software” by Mary
who follows 30 people on Twitter who
follow Salesforce on Twitter and she
has read about CRM on wikipedia.
Result: Salesforce.com = #1
Mary likes CRM and her friends seem to like
Salesforce.com, maybe she will too.
50. Which Page Gets #1 Ranking?
Search: “business software” by Ollie
who is not using Facebook, Twitter or
any social media at all.
Result: HubSpot.com = #1
Ollie does not use social media. But people like
him do, and HubSpot has 12,000 Facebook fans,
and Salesforce only has 6,000, so if more people
like HubSpot, maybe Ollie will too.
51. Which Page Gets #1 Ranking?
Search: “business software” by Ian
who uses Twitter but does not follow
HubSpot or Salesforce on Twitter.
Result: HubSpot.com = #1
Ian uses Ollie does not use social media. But
people like him do, and HubSpot has 12,000
Facebook fans, and Salesforce only has 6,000, so
if more people like HubSpot, maybe Ollie will too.
52. Which Page Gets #1 Ranking?
Search: “business software” by Natalie,
and there has just been a big news
story featuring HubSpot on CNN.com,
and it is a top trending topic on Twitter.
Result: HubSpot.com = #1
Salesforce.com is a bigger and better known
company, but something big is happening at
HubSpot right now, so Natalie will probably like to
know about that first.
53. Build Your Reach to Build Authority
Reach Metric HubSpot Salesforce.com
Inbound Links 451,000 78,676
MozRank SEO Authority 1-10 6 6
LinkedIn Group Members 45,000 14,400
LinkedIn Company Followers 458 276
Facebook Fans 11,900 6,500
Twitter Followers 34,000 6,800
Google Buzz Followers 1,000 None
YouTube Views 300,000 400,000
Slideshare Views 375,000 3,000
Twitter Mentions Per Month 34,000 9,500
65. SEO Tips for 2010 and Beyond
• Optimize your content
• Attract links to your content
• Publish more content, more often
• Be active in social media, often
• Build large networks of relevant and
engaged followers in social media
• Use calls to action and landing pages
to convert leads
66. Suggested Next Steps
The Basics:
• Read the “Inbound Marketing” Book
• Grade your website:
www.WebsiteGrader.com
More Advanced:
• Tips for Twitter, Facebook, LinkedIn:
• www.HubSpot.com/marketing-hubs
77. Marketing Analytics
• Assess the effectiveness of your marketing on a
campaign-by-campaign level
• Optimize resource allocation to maximize sales
78. Proven ROI by 2,600+ Customers
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI