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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
800-555-1234AnnoyingSalesperson
The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
#4 Marketing Book on Amazon
InboundBook.com
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
SEO Tips from Website Grader
Lessons from 1,785,235 websites
Google is Judge, Jury and Executioner
SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
Pick Your Keyword Battles (Context)
vs.
Flickr: SimonstarrFlickr: Extra Medium
On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
Attractive to Whom? (Context)
www.seo-browser.com
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 recommendations
1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website
More + Better Content = More Links
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
More Advanced SEO Tactics
…completely stolen from Rand Fishkin at SEOmoz.org
Ideal Link Structure and Authority
Link Structure in Practice
Content is Useless w/o Attracting Links
Leverage Emotions the Make Us Link
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.
What Gets Shared or Linked?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New data• Funny videos• Top-notch blog posts
Target the Linkerati
Experts on Linkbuilding
Experts on Linkbuilding
Experts on Linkbuilding
Experts on Linkbuilding
Where is Search Going?
Where is Search Going?
Thank You / Q&A
Download Slides:www.MikeVolpe.com/Highland
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Next Steps
• Read the “Inbound Marketing” book www.InboundBook.com
• Grade your website: www.WebsiteGrader.com
Additional Resources
• SEOMoz Ranking Report• http://www.seomoz.org/article/search-ranking-factors
• Facebook Marketing 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
Appendix
What’s HubSpot?
• Marketing software for SMBs• Over 1,800 customers in 3 years• 100+ employees, lots of MIT grads
Case Study: Cilk Arts, Inc.
Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.
Our Goal: Own a multicore programming standard • Cilk++ Runtime on every
processor• Cilk++ used by all C/C++
multi-coders
[Update: Cilk Arts acquired by Intel in July]
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
Results for Cilk Arts
• Reached over 100,000 developers• Traffic and awareness matched or exceeded competitors• Adoption at >250 universities worldwide• >6,200 inbound links• >3,000 leads
• Blog posts boosted search engine rankings for key terms
Don’t know ahead of time which topics will strike a chord
Get the whole team engagedDon’t obsess over
# of comments
Links drove our search engine rank
Metrics: Visits, Sources, Links
Inbound Links
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.
