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SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009

SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009. Mike Volpe VP Marketing @HubSpot Twitter: @ mvolpe. Marketing is Changing. 1950 - 2000. 2000 - 2050. Outbound Marketing is Harder. 800-555-1234 Annoying Salesperson. The Good News…. Inbound Marketing :

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SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009

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  1. SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

  2. Marketing is Changing 1950 - 2000 2000 - 2050

  3. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson

  4. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs #4 Marketing Book on Amazon InboundBook.com

  5. The Great News… www.HubSpot.com/ROI

  6. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

  7. SEO Tips from Website Grader Lessons from 1,785,235 websites

  8. Google is Judge, Jury and Executioner

  9. SEO = Context and Authority Ranking Algorithm:f(n): Context + Authority

  10. Pick Your Keyword Battles (Context) vs. Flickr: Extra Medium Flickr: Simonstarr

  11. On-Page SEO (Context) • Page Title • Clean URL • Headers & Content • Description

  12. Attractive to Whom? (Context) www.seo-browser.com

  13. Authority is Determined by Links

  14. Why Links are Votes to Google • Recommendations from friends • “I know HubSpot” • “HubSpot is a marketing expert” • You trust the person saying this • Links are online recommendations • A link: www.HubSpot.com • Anchor text: Internet Marketing • Link is from a trusted website

  15. More + Better Content = More Links

  16. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases

  17. More Advanced SEO Tactics …completely stolen from Rand Fishkin at SEOmoz.org

  18. Ideal Link Structure and Authority

  19. Link Structure in Practice

  20. Content is Useless w/o Attracting Links

  21. Leverage Emotions the Make Us Link

  22. 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

  23. What Gets Shared or Linked? Rarely Shared Frequently Shared • Product info • Free trials • Software documentation • New data • Funny videos • Top-notch blog posts

  24. Target the Linkerati

  25. Experts on Linkbuilding

  26. Experts on Linkbuilding

  27. Experts on Linkbuilding

  28. Experts on Linkbuilding

  29. Where is Search Going?

  30. Where is Search Going?

  31. Thank You / Q&A Download Slides: www.MikeVolpe.com/Highland Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

  32. Next Steps • Read the “Inbound Marketing” book www.InboundBook.com • Grade your website: www.WebsiteGrader.com

  33. Additional Resources • SEOMoz Ranking Report • http://www.seomoz.org/article/search-ranking-factors • FacebookMarketing eBook • http://www.hubspot.com/facebook-for-business-marketing-hub/ • Twitter Marketing eBook • http://www.hubspot.com/twitter-marketing-hub/ • Social Media Marketing Kit • http://www.hubspot.com/social-media-marketing-kit • Blog: http://Blog.HubSpot.com

  34. Appendix

  35. http://www.youtube.com/watch?v=Q3yCB7AvvAk

  36. What’s HubSpot? • Marketing software for SMBs • Over 1,800 customers in 3 years • 100+ employees, lots of MIT grads

  37. Case Study: Cilk Arts, Inc. [Update: Cilk Arts acquired by Intel in July] Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors. Our Goal: Owna multicore programming standard • Cilk++ Runtime on every processor • Cilk++ used by all C/C++ multi-coders

  38. Cilk Arts Go To Market Approach • Open source business model • “You share / we share” public license • Low-touch, low-cost sales model • Broad awareness, trial, adoption • Big bet on Inbound Marketing • No sales people • Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach • Blog as primary marketing vehicle • Entire team contributed (~1 post per week) • Helped us engage with the developers we hoped to serve; understand what content they’re interested in

  39. Results for Cilk Arts • Blog posts boosted search engine rankings for key terms Reached over 100,000 developers Traffic and awareness matched or exceeded competitors Adoption at >250 universities worldwide >6,200 inbound links >3,000 leads

  40. Get the whole team engaged Don’t obsess over # of comments Don’t know ahead of time which topics will strike a chord Links drove our search engine rank

  41. Metrics: Visits, Sources, Links Inbound Links

  42. Recommendations from Cilk Arts • Get your whole organization engaged in contributing content • A small, dedicated team can drive some real traffic and interest • If no serious commitment, blog will fail • Be real, be genuine • Let your personality come out • Build an editorial calendar with a broad set of interesting, valuable content • Target the key personas you care about • You’ll discover which topics are worth investing more in • Invite guests to contribute • Leverage content in many ways • Blog, e-Books, Tutorials, etc. • Consumable via YouTube, SlideShare, social media sites, etc.

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