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SEO & Social Search
for Lead Generation
Mike Volpe
VP Marketing, HubSpot
Twitter: @mvolpe
Marketing is Changing

    1950 - 2000         2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
                               800-555-1234
                               Annoying
         ...
The Good News…

                 Inbound Marketing:
                 Get Found using Google,
                 Social Media...
The Great News…




     Source: survey of hundreds of businesses: HubSpot.com/ROI
Budget vs. Brains




Flickr: Refracted Moments   Flickr: Gaetoan Lee
“If you have more money than
brains, use outbound marketing.
  If you have more brains than
money, use inbound marketing”
...
Inbound Marketing Process

                Create

                Optimize

                Promote

                Conv...
Where is Search Going?
Where is Search Going?
What Does SEO Rank Mean?



       “SEO rank is now
     a meaningless metric.”

     -- Mike Volpe (@mvolpe)
What Does SEO Rank Mean?



 At any one time you rank #1 or
   #8 or #40 based on who is
 searching, where they search,
  ...
HOLY CRAP
“What the hell do I do?”

         -- You
“Pay attention to the webinar.”
http://www.hubspot.com/marketing-webinars/how-to-use-seo-and-social-search-for-lead-genera...
SEO Tips from Website Grader




  Lessons from 2,341,786 websites
Timeline of SEO

    Time Period       Ranking Algorithm

   Before 2000       • Context (web page content)




          ...
SEO Before 2000




  Ranking Algorithm:
        f(n): Context
Which Page Gets #1 Ranking?
Search: “business software”


                      vs.


Result: HubSpot.com = #1
HubSpot has...
On-Page SEO (Context)

• Page Title

• Clean URL

• Headers & Content


• Description
Keywords & The Prosthodontist




                                              “Cosmetic Dentist”
                       ...
Attractive to Whom? (Context)




                            www.seo-browser.com
What Does SEO Rank Mean?



 “Website traffic is meaningless
  unless it converts into leads.”

      -- Mike Volpe (@mvol...
No Call to Action
Good Homepage Call to Action
Offer – WIIFM?
Offer – WIIFM?
Landing Pages Convert
Pre-2000 SEO Tips

 • Use lots of keywords everywhere you
   think keywords can be used as
   keywords raising keyword den...
SEO from 2000 to 2010




  Ranking Algorithm:
 f(n): Context + Authority
Which Page Gets #1 Ranking?
Search: “business software”


                      vs.


Result: Salesforce.com = #1
Salesfor...
Authority is Determined by Links
Why Links are Votes to Google
• Recommendations from friends
  1. “I know HubSpot”
  2. “HubSpot is a marketing expert”
  ...
More + Better Content = Links
Content is Useless w/o Links
Publish Everything

•   Blog
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Publish Everywhere
What Gets Shared or Linked?

 Rarely                           Frequently
 Shared                              Shared




...
Link-Worthy & Share-Worthy


                                          Over 1,200
                                        ...
Create Great Content by Blogging




    Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Links




     Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Visitors




     Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
46% of companies who blog
    have gotten revenue
   because of their blog.


    Source: survey of hundreds of businesses...
2000 to 2010 SEO Tips

 • Use a couple keywords in page titles
   and page content and make pages
   easy for search spide...
SEO in 2010 and Beyond




  Ranking Algorithm:
 f(n): Context + Authority
       + Social Graph
Which Page Gets #1 Ranking?
Search: “business software”


                    vs.


Result: It depends!
It depends on who ...
Which Page Gets #1 Ranking?
Search: “business software” by Mike
who is a member of the “Inbound
Marketers” LinkedIn group ...
Which Page Gets #1 Ranking?
Search: “business software” by Mary
who follows 30 people on Twitter who
follow Salesforce on ...
Which Page Gets #1 Ranking?
Search: “business software” by Ollie
who is not using Facebook, Twitter or
any social media at...
Which Page Gets #1 Ranking?
Search: “business software” by Ian
who uses Twitter but does not follow
HubSpot or Salesforce ...
Which Page Gets #1 Ranking?
Search: “business software” by Natalie,
and there has just been a big news
story featuring Hub...
Build Your Reach to Build Authority
Reach Metric                 HubSpot   Salesforce.com
Inbound Links                451...
Content Makes You Interesting
Blogging Drives Social Success




      Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Most Business Blogs Post Weekly




      Source: survey of hundreds of businesses: HubSpot.com/ROI
More Blogging Increases Results




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Social Media = Leads and Sales




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Build Network - Keyword Search
Search.Twitter.com
LinkedIn Answers
LinkedIn Groups
All Your Employees Are Marketers
Empower Employees by Sharing Info
SEO Tips for 2010 and Beyond

 • Optimize your content
 • Attract links to your content
 • Publish more content, more ofte...
Suggested Next Steps

 The Basics:
 • Read the “Inbound Marketing” Book
 • Grade your website:
   www.WebsiteGrader.com

 ...
Inbound Marketing Summary


       Create         Optimize

            Convert


                Promote
Try HubSpot for FREE:

www.HubSpot.com/free-trial
How to Put All the Pieces Together?




d.j.k. on flickr
HubSpot Puts the Pieces Together
What’s HubSpot?
 • All-in-one Marketing Software
 • Over 2,600 customers in 3 years
 • 140+ employees, lots of MIT grads
Blog & Social Media

                      • Business Blog
                        Software
                      • Blog A...
Search Optimization

                      • Keyword Grader
                      • Link Grader
                      • Pa...
Email Marketing & Lead Nurturing

                    • Email Marketing
                    • Lead Nurturing
Lead Generation

                  •   Landing Pages
                  •   Lead Intelligence
                  •   Lead Al...
Competitor Tracking
Marketing Analytics




    • Assess the effectiveness of your marketing on a
      campaign-by-campaign level
    • Optim...
Proven ROI by 2,600+ Customers

     Cilk Arts Increases Leads 500%


     Makana Solutions 3x Leads, 2x Conversions


   ...
Try HubSpot for FREE:

www.HubSpot.com/free-trial
Q&A
Free Trial: www.HubSpot.com/free-trial



Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
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Learn strategies for using SEO and social search to generate qualified traffic and leads for your business. Presented by Mike Volpe, VP Marketing, HubSpot.

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SEO and Social Search for Lead Generation

  1. 1. SEO & Social Search for Lead Generation Mike Volpe VP Marketing, HubSpot Twitter: @mvolpe
  2. 2. Marketing is Changing 1950 - 2000 2000 - 2050
  3. 3. Outbound Marketing
  4. 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
  5. 5. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  6. 6. The Great News… Source: survey of hundreds of businesses: HubSpot.com/ROI
  7. 7. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  8. 8. “If you have more money than brains, use outbound marketing. If you have more brains than money, use inbound marketing” -- Guy Kawasaki
  9. 9. Inbound Marketing Process Create Optimize Promote Convert Analyze
  10. 10. Where is Search Going?
  11. 11. Where is Search Going?
  12. 12. What Does SEO Rank Mean? “SEO rank is now a meaningless metric.” -- Mike Volpe (@mvolpe)
  13. 13. What Does SEO Rank Mean? At any one time you rank #1 or #8 or #40 based on who is searching, where they search, and what is happening.
  14. 14. HOLY CRAP
  15. 15. “What the hell do I do?” -- You
  16. 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. 17. SEO Tips from Website Grader Lessons from 2,341,786 websites
  18. 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)
  19. 19. SEO Before 2000 Ranking Algorithm: f(n): Context
  20. 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.
  21. 21. On-Page SEO (Context) • Page Title • Clean URL • Headers & Content • Description
  22. 22. Keywords & The Prosthodontist “Cosmetic Dentist” vs “Prosthodontist” Image: http://www.thehumorousimage.com/
  23. 23. Attractive to Whom? (Context) www.seo-browser.com
  24. 24. What Does SEO Rank Mean? “Website traffic is meaningless unless it converts into leads.” -- Mike Volpe (@mvolpe)
  25. 25. No Call to Action
  26. 26. Good Homepage Call to Action
  27. 27. Offer – WIIFM?
  28. 28. Offer – WIIFM?
  29. 29. Landing Pages Convert
  30. 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. 31. SEO from 2000 to 2010 Ranking Algorithm: f(n): Context + Authority
  32. 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.
  33. 33. Authority is Determined by Links
  34. 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
  35. 35. More + Better Content = Links
  36. 36. Content is Useless w/o Links
  37. 37. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  38. 38. Publish Everywhere
  39. 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. 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. 41. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  42. 42. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  43. 43. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  44. 44. 46% of companies who blog have gotten revenue because of their blog. Source: survey of hundreds of businesses: HubSpot.com/ROI
  45. 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. 46. SEO in 2010 and Beyond Ranking Algorithm: f(n): Context + Authority + Social Graph
  47. 47. Which Page Gets #1 Ranking? Search: “business software” vs. Result: It depends! It depends on who you are and when you search.
  48. 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. 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. 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. 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. 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. 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
  54. 54. Content Makes You Interesting
  55. 55. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  56. 56. Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI
  57. 57. More Blogging Increases Results Source: survey of hundreds of businesses: HubSpot.com/ROI
  58. 58. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  59. 59. Build Network - Keyword Search
  60. 60. Search.Twitter.com
  61. 61. LinkedIn Answers
  62. 62. LinkedIn Groups
  63. 63. All Your Employees Are Marketers
  64. 64. Empower Employees by Sharing Info
  65. 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. 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
  67. 67. Inbound Marketing Summary Create Optimize Convert Promote
  68. 68. Try HubSpot for FREE: www.HubSpot.com/free-trial
  69. 69. How to Put All the Pieces Together? d.j.k. on flickr
  70. 70. HubSpot Puts the Pieces Together
  71. 71. What’s HubSpot? • All-in-one Marketing Software • Over 2,600 customers in 3 years • 140+ employees, lots of MIT grads
  72. 72. Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing
  73. 73. Search Optimization • Keyword Grader • Link Grader • Page Grader
  74. 74. Email Marketing & Lead Nurturing • Email Marketing • Lead Nurturing
  75. 75. Lead Generation • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling
  76. 76. Competitor Tracking
  77. 77. Marketing Analytics • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales
  78. 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
  79. 79. Try HubSpot for FREE: www.HubSpot.com/free-trial
  80. 80. Q&A Free Trial: www.HubSpot.com/free-trial Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
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Learn strategies for using SEO and social search to generate qualified traffic and leads for your business. Presented by Mike Volpe, VP Marketing, HubSpot.

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