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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
Salesperson
The Good News…
Inbound Marketing:Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
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”
-- Guy Kawasaki
Inbound Marketing Process
Create
Optimize
Promote
Convert
Analyze
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,
and what is happening.
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-generation-webinar/
-- Mike Volpe (@mvolpe)
SEO Tips from Website Grader
Lessons from 2,341,786 websites
Timeline of SEO
Time Period Ranking Algorithm
Before 2000 • Context (web page content)
2000 to 2010• Context
• Authority (links)
2010 and Beyond• Context
• Authority
• Personalization (social media and
personal info)
SEO Before 2000
Ranking Algorithm:f(n): Context
Which Page Gets #1 Ranking?
Search: “business software”
Result: HubSpot.com = #1HubSpot has stuffed all the metadata and text
fields with lots of keyword phrases, including
“business software”, “business”, etc.
vs.
On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
Keywords & The Prosthodontist
Image: http://www.thehumorousimage.com/
“Cosmetic Dentist”
vs
“Prosthodontist”
Attractive to Whom? (Context)
www.seo-browser.com
What Does SEO Rank Mean?
“Website traffic is meaningless
unless it converts into leads.”
-- Mike Volpe (@mvolpe)
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 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
SEO from 2000 to 2010
Ranking Algorithm:f(n): Context + Authority
Which Page Gets #1 Ranking?
Search: “business software”
Result: Salesforce.com = #1Salesforce.com has more links and authority
since it is a larger company and has been around
longer.
vs.
Authority is Determined by Links
Why Links are Votes to Google
• Recommendations from friends1. “I know HubSpot”
2. “HubSpot is a marketing expert”
3. You trust the person saying this
• Links are online recommendations1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
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
Shared
Frequently
Shared
• Product info
• Free trials
• Software documentation
• New data
• Funny videos
• Top-notch blog posts
1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy
Over 1,200
inbound links to
one blog article.
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: HubSpot.com/ROI
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
SEO in 2010 and Beyond
Ranking Algorithm:f(n): Context + Authority
+ Social Graph
Which Page Gets #1 Ranking?
Search: “business software”
Result: It depends!It depends on who you are and when you search.
vs.
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 = #1Mike has a connection to HubSpot, making is more
relevant to him.
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 = #1Mary likes CRM and her friends seem to like
Salesforce.com, maybe she will too.
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 = #1Ollie 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.
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 = #1Ian 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.
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 = #1Salesforce.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.
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
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
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 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
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
Inbound Marketing Summary
Optimize
Promote
Create
Convert
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 Analytics
• Social Media
Monitoring
• Social Media
Publishing
Search Optimization
• Keyword Grader
• Link Grader
• Page Grader
Email Marketing & Lead Nurturing
• Email Marketing
• Lead Nurturing
Lead Generation
• Landing Pages
• Lead Intelligence
• Lead Alerts
• Visitor Profiling
Competitor Tracking
Marketing Analytics
• Assess the effectiveness of your marketing on a
campaign-by-campaign level
• Optimize resource allocation to maximize sales
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
Try HubSpot for FREE:
www.HubSpot.com/free-trial
Q & A
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Free Trial: www.HubSpot.com/free-trial
