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Website
Optimization
Tips

Mike Volpe
CMO @ HubSpot
#OptimizeWS
I’m Mike Volpe.
Nice to meet you.                       Top 10
@mvolpe                 700,000          Blog
#OptimizeWS
                        Inbound
                         Leads
                                     120,000
                                      Twitter
                                     Followers
                         5,000
                         Customers

                                         3.7 million
                              1,500,000     Free
                              Slideshare   Users
              CMO @
                                 Views
              HubSpot
IT’S TIME
TO RETHINK
MARKETING
 
         Inbound
       marketing is a
    fundamental shift
    in how we relate to
         potential
        customers
 
STOP PUSHING advertising messages
in the hopes that one will get through.


                                 SKIP ADS

                                            UNSUBSCRIBE
                 RECYCLE/TRASH



     SAY
 ‘DO NOT CALL’
START ATTRACTING leads through
     relevant, useful, easy-to-find
       content when they need it.
STOP FORCING leads through
your decision process.
Readiness
           to buy…




START RESPONDING
  to how they make
      decisions.
PULL
                     EARNED
                       OWN
                     ATTRACT
                      ASSET




            VS.

   PUSH
             Email
   PAID
   RENT
INTERRUPT
INVENTORY


                               9
 
      Make
    marketing
    people love
Inbound Marketing


       Social Media       Search Engine
        Marketing           Marketing
                   Content
                  Marketing

             Conversion Marketing




$
                Lead Nurturing
                                          $
                 Sales Support

                                              11
1   Content

2   Search    Lessons from
              3,706,342
3   Social
               companies
4   Mobile
1   CONTENT
Publish vs. Advertise
                People ignore ads.
                0.2% Click Through Rate




                  Be the content, not the
                  ads around the content.
Publish Everything
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
55% more website visitors
for companies that blog.
Tips for Content



      Talk about
     the industry
                       Use
                     lots of
      NOT           DIFFERENT
    YOURSELF          MEDIA
2   SEARCH
Context   +   Authority
Prostho-
 dontist




 Cosmetic
  Dentist
On-Page SEO Essentials
          1   Page Title

                                   Headings
                               2   & Content



                           3   Description
Website Optimization Tips for Maximum Lead Flow #DF11
Website Optimization Tips for Maximum Lead Flow #DF11
Authority is
determined
  by links
7 Links
                          =
                      Top 15%
                     of all web pages




Source: SEOMoz.org
FACT
              Blogs
              attract

              97%
              more
              links.
#OptimizeWS
Most
Linked-To
  Words
Where is Search Going?




                         Where is
                          search
                          going?
Link          Social
Context   +   Authority   +   Proof
FACT             The
                    is
              replacing
               the link.


#OptimizeWS
Tips for Search
1   Use keywords your
    buyers use


    2      Focus on great content more
           than technical tweaks


3    Train all content creators
     on SEO basics



       4       Help Me Help You
3   SOCIAL
% of Companies Acquiring
Customers via Social Channels


  57%     48%    57%    42%
Website Optimization Tips for Maximum Lead Flow #DF11
Content Makes You Interesting
Image credit: netzkobold
Remarkable
Good content gets shared MORE!
Tips for Social
1   Build reach using all
    your assets


     2     Content is what makes you
           interesting in social media


3    Make it easy for users to
     share your content



        4      Push the limits to get
               remarkable content
4   MOBILE
86% of C-level
execs have a
 smartphone




                   The majority
                  say it is their
                     primary
                 communication
                       tool
Is your website mobile optimized?
Is your email mobile optimized?
Is your email mobile optimized?
Tips for Mobile
1   Avoid images, tables,
    columns


    2      Formatted text is your friend



3    Use text (not images) for
     links



       4
               Test yours at
               Website.Grader.com
               and Email.Grader.com
Summary

               Social
     Content

                   Mobile
          Search
THANK
 YOU
              Mike Volpe
            Twitter.com/mvolpe
          Facebook.com/mvolpe
        Linkedin.com/in/mikevolpe
           mvolpe@HubSpot.com
         www.HubSpot.com

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