As a growth hacker learn how to combine the science behind optimising your website using SEO and using the inbound marketing tools to help you achieve your growth goals, whether you are a startup or an established business. In this presentation we cover: Rules for growth Buyer behaviour Digital Push & Pull Inbound Marketing SEO (Search Engine Optimisation)

2. Growth hacking is using marketing & technology to drive
growth through the acquisition of new customers and the
retention of existing ones.
SEO is a key factor in growth but it should be
integrated with inbound marketing tools to ensure
your website is found, that visitors are converted
and nurtured from leads to customers.

3. Founded in Örebro, Sweden 2015
o Helping companies to grow
o A mix of digital marketing & outbound selling
o 50+ years of sales & marketing experience
o Re-seller partner for HubSpot marketing software - www.hubspot.com
o Inbound marketing + Content Marketing + Social Selling + Growth Hacking
Inbound marketing & demand generation agency.

6. Rules for growth that you need to apply.
o Know your target audience:
o Develop your buyer personas & strategic marketing approach
o Define your online value proposition (what you are selling)
o Focus on a particular customer touch point that you can influence
o Know what, how, where & which keywords your target audience use to
search
o Optimise the rest of your digital communications
o Develop your content marketing approach
o When you get a visitor is your website ready to convert?
o Know which keywords your competitors are using
o Set yourself a specific goal, traffic is good but you need visitors
to convert and buy!

7. Digital
stickiness
The one thing we all need for website success is:

8. All
things
”digital”
If we look back at 100 years
of commerce - starting with the
Model T Ford, we see the pace
of innovation rapidly increase,
even more so since the introduction
of the Internet and e-commerce.

9. The change in Buyer Behaviour.

10. B2B
Apps & Comparison websites
Sophisticated procurement
Multiple decision
makers
More suppliers means less
risk to ”switch” and lower
costs
Digital sources of information
Rise in the role of the
”influencers”
Different information needed
at different buying stages
Increase in customer
demands pre-during-after
sales
B2C
Points of influenceTheBuyerbehaviourcontinuestoevolvebusiness-to-business&endconsumer

11. $

12. Traditional marketing is
a ”Push” methodolgy
Inbound marketing has
a ”Pull” mentality.
Image source: HubSpot

13. Digital generations – which are you?
Natives
(Comfortable)
Immigrants
(Forced)
Disengaged
(Avoiding)
Voyeurs
(Watching)
Holdouts
(Resisting)
Source: Ray Wang
Where do your customers sit – not you, should
dictate how you develop your Push & Pull
approach!

15. Why
Inbound
Marketing?
Assertive
customers
Social
sharing
Economic
pressure
SaaS*
Buying
process
Digital
Attract
NOT
Distract
Inbound
Marketing:
The job is not to
find leads but help
leads find you.
Word of
Mouth -
WOM
Growing importance of
“Word of Mouth” as we
share our thoughts
digitally.
*Software as a service
A Pull mentality
needs WOM

16. 16
So how does inbound marketing help leads find
you?

17. 17
Inbound Marketing Methodology with Content Marketing

20. Why a company will choose you:
Cost
o Best value
o Great service
Trustworthy
o Best intentions
o Value through information
o Not always ”selling”
Insightful
o Understand our needs
o Applies knowledge
Experienced
o Personalised
o Relvant
o In touch with whats going on
Content is king!

21. Source: Hubspot
TOFU (top) White papers,
ebooks, checklists, etc.
MOFU (mid) Case studies,
webinars, FAQ’s, etc.
BOFU (bottom) Free trials,
demos, consultations, etc.
Attract
Convert
Close
Delight
Using content marketing to get people through the Sales funnel.
Content
Content
Funnel
Stages
Tools

22. o Doing business has changed – have you?
How do I apply it to my business?
How do my buyers change the way that they buy?
Do I know my customers?
What’s your content marketing strategy?
Start now, don’t wait!

24. SEO
Search Engine Optimisation

25. SEO – the links in the inbound marketing chain!

26. Content marketing + Inbound Marketing + SEO = Growth
Go through these stages, package it with great content and use
your SEO to get found.

27. A love story – focus on the big picture!
SEO
Content
Marketing
It’s easy to get tied up with the detail, especially with SEO – take a step back, focus
on what you can influence, and avoid those things that “hurt” your SEO. Content and
SEO are a match made in heaven, identify how you can get them working together. And
of course make sure that when you get a visitor they arrive on a site ripe for conversion.

28. 28
The changing buyer behaviour in numbers.

29. So how do search engines work?
o Crawl + decipher
o Index + store
o Relevance + popularity = importance
o Make your website easy for users and spiders to
understand your content
o They track what we as “searchers” do – how we
discover, react, comment and link content
o Hold information stored as a database of
keywords indexes and phrases (long tail keywords)

30. What is SEO or Search Engine Optimisation?
SEO refers to techniques that help your website rank higher in organic (or
“natural”) search results, thus making your website more visible to people who
are looking via search engines like Google, Bing, and Yahoo, etc.
o Search queries are the words typed into the search box
o SEO navigates the Internet for users
o Search engines are smart – but still need help
o Can read only programming code for example HTML

31. Type of searches
Searches tend to be:
o I want to do something? (do)
o I need to go to? (go)
o I need to know how to do this! (know)

32. Organic search ….is it healthy for you?
o Rising up the search page on your own merits, by driving
organic traffic doesn’t happen overnight – but it does have
benefits:
o Don’t rely solely on any one particular marketing channel
o Safeguards against the sudden shift in costs of a keyword
o Acquires loyal customers
o But businesses tend to be impatient and want traffic now!
o Organic is all about getting the right or qualified visitors to your
site

33. How we used to think about SEO
Once upon a time, SEO could be defined using two broad categories:
1) on-page SEO = Keyword placement
2) off-page SEO = Backlinks
The idea was to beat your competitors in the search results and rank as
close to #1 as possible
Times change:
The search engine algorithms evolve and are regularly updated and
changed – which has an impact on the rank of your website for search.
Majority of ranking factors that the search engines use are based off-
page rather than just on keywords

34. Learning from the past
o Never assume that your site should rank #1 without first
knowing why – identify what works
o You need to get visitors to stay on your site (stickiness) if they
are going to buy from you
o Earn traffic now from social networks like Twitter, Facebook,
LinkedIn, Pinterest, etc. (social selling)
o Build your brand's positioning of trust through great content

35. SEO the basics ...
o Titles – Create eye-catching titles
o Keywords – Pick keywords that will help bring qualified traffic
o Backlinks – Link to quality sites that compliment what your
website is about
o Quality – Try to publish unique and quality content
o Freshness – you need to add new content on a regular basis

36. The ”perfect recipe” – but content must be
shared to have value & impact!
FRESHNESS
RELEVANCE QUALITY

37. Relevant
backlinks
get
rewarded
Create
content
that adds
value
70% of
searches
are long tail
keywords
Focus on a
single
keyword
Create
content to
optimise
your SEO
The more
backlinks
the better
Reality
Myth
Times are changing … “Build for users, not search engines”

38. The Key to SEO: Meaningful Content
o By creating content that is high quality, compelling, and relevant, you can
engage your site’s visitors in a meaningful way
o When content resonates with someone, it feels personal and authentic
(trust)
o Adding proper structure to your content is essential to SEO (how it all fits
together)
o Understanding the limitations of search engines allows you to build and
format content for search engines
o Without SEO, a website will be invisible to search engines

39. SEO & website
grading sites
a small selection of sites that
you can use to assess performance
www.moz.com
www.marketinggrader.com
www.websitegrader.com
www.seo-browser.com
www.alexa.com

41. Matching your content with a search ... keywords
Example:
o John sells handmade knitted jumpers. On his blog, he shows how he
makes the jumpers, often talking about the different wool he uses.
There’s not much competition for keywords relating to wool, and
John is publishing lots of great content about it, so before long, he
has front page rankings for several different types of wool.
Do you see where there could be a potential issue?
o The people searching for wool most likely knit themselves, and it’s
unlikely they’ll be interested in purchasing John’s jumpers. He’ll get
lots of traffic, but ask yourself how much of the traffic will convert,
because the visitors have completely different goals.

42. If you want SEO to work for you:
o You need to make sure your goals match the goals of your visitors
o It’s not about traffic, it’s how qualified are they
o Optimise keywords that bring in visitors who want the same things
as you are selling

43. o We'll always need to use written language for search queries
o The science of search is based on keywords
o Search engines store keyword-based indexes rather than the
25 billion+ web pages all in one database
Keywords

44. How do keywords help your site to be found?
o These are the words that your buyer personas use to search
o They serve as a foundation for your website pages content
o For impact use keywords throughout your site – in the pages
title, headings, text, etc.
o More specific or long tail keywords narrow the results but
convert better
o Point is not to rank highly for all keywords just those that
people are searching for when they want what you are selling
o Research, track and measure conversion of keywords to
improve your performance

45. Keyword research tips 1/2
o Research transactional, informational & navigational keywords
o "Do” transactional queries: I want to do something
o "Know” informational queries: I need information/education
o "Go” navigation queries: I want to go to a particular place
o 1-word phrases (or so-called short-tail keywords) make up less
than 30% of searches on the web
o Think local, localise your keywords/phrases to get traction from
those searching locally

46. Keyword research tips 2/2
o Use tools like www.link-assistant.com (SEO SpyGlass) or
www.woorank.com www.keyworddiscovery.com
www.semrush.com www.googlerankings.com Google’s
“Keyword Planner”
o Select keywords that:
o Have a high search volume (people are looking for the keywords)
o Have low competition (smaller amount of results will mean your
chances of ranking higher improve)
o Are supported by your content (the keywords are relevant to your site)

47. Domain Name impact
• Domain names that contain keywords rank a lot higher than
domains without keywords i.e. www.hotels.com
• But there’s a cost: exact match domains aren’t very unique.
Many companies use made-up words for their domain to build
a brand around it i.e. www.google.com
Which is better?
• If your site traffic is driven wholly from search engines, then
using an exact match domain name may work
• If SEO is only a small part of your strategy, it might be more
costs effective to go with something more unique

48. To get fast rankings, you need a fast site
o If your website loads slowly, a large portion of visitors will
quickly leave
o Site speed is one of Google’s ranking factors
o We also know that 40% of people will close a website if it takes
longer than 3 seconds to load
o The worst part is that they’ll click the “back” button and
choose a different search result (called pogo sticking) that is
then taken into consideration on subsequent search results

49. How do mobile visitors see your site?
o The biggest recent changes to technical SEO have revolved
around increasing the importance of mobile friendliness,
where a site is responsive to the device being used
o While the 2015 Google update was hyped up as a huge
update, it only had a slightly higher impact on rankings than
normal
o But from a user experience perspective it is essential to have a
responsive site to keep your visitor traffic coming back

50. $

51. Backlinks (like a letter of recommendation)
o Links that point to your website from other websites
Example:
Website A is a restaurant and it gets a backlink from Website B which is
a prominent food review blog or website. This is a valuable, natural, and
relevant backlink that Website A has gained.
o A valuable part of the search ranking factors
o Links provide popularity, authority, trust and credibility
o Topic specific links enhance your subject matter expertise
o Links help search engines connect the relevancy of a page with
specific keywords
o Rise of social sharing, taken into account by search engines

52. Backlinks
Types of links
o Natural / editorial – organically sourced from your content
o Outreach / manual – approaching others to distribute your
content on their site
o Self created – i.e. comments on a blog (lower ranked) that you
place on other sites

53. Backlinks - where should you link?
o If a website has a complementary offer to what you do
o A link directly from the homepage has most value
o Domain diversity - backlinks from sites with different
extensions i.e.: .com, .net, .org, .edu & .gov sites
o Domain IP diversity if websites are hosted on the same server
this would count against you
o A domain link that has existed for a while carries most
credibility
o New links will add value to your authority if they meet the
above criteria
o If you link to a spammy website – search engines will treat your
site the same

54. Six important components of a link building
campaign
1) Links from authoritative domains
o Identify websites in your niche, establish relationships
o Make an approach to link - is it with an infographic, a research
paper, or an interesting interview? Find out what works
2) Blogging / content creation
o Approach and use a range of sites to distribute your blogs,
press releases, forums, videos, podcasts, etc.
3) Participate as a Subject Matter Expert (SME)
o Earn attention through organisations like HARO and Quora by
answering questions

55. Six important components of a link building
campaign
4) Obtain deep links
o Build links to your homepage, and where possible to other
internal pages “deeper” into your site
5) Local links for local rankings
o If your business is based in Stockholm, it is important for you
to localise your content and local contacts
6) Link to customers via a badge
o For example HubSpot or Google certification displayed on your
website that contain a hyperlink in a badge graphic

57. How your website can hurt your SEO performance 1/2
These are factors that need to be checked to make sure your site
can be found:
o Broken or bad link structure on your site
o Backlinks (with external sites) that are considered spammy
o Too many images for call-to-actions that need to be replaced
with normal text links that can be read by the search engine
o Blocking factors like flash technology for animation/films on
your site – that cannot be read
o Wrong HTML code or no alt text on images on your site
o Lack of keywords on your site or keyword stuffing

58. How your website can hurt your SEO performance 2/2
These are factors that need to be checked to make sure your site
can be found:
o Mixed messages between what your headlines/titles say and
the actual content that you have on your site
o Lack of transcripts for video & audio media because the search
engine cannot read the images or audio
o Pages that load slowly
o Not mobile responsive
o Ratio of text to images below under 20% or 70%+
o Duplicate content
o Human unreadable URLs

59. How to make it clear
to search engines
that the page you are
trying to rank is
highly relevant to the
people searching for
that word or phrase.
A checklist for the perfectly
optimised page.

60. “Stop thinking about you and start thinking
about your customers”
o www.quicksprout.com/the-advanced-guide-to-seo/
o www.seoinpractice.com
o www.moz.com/beginners-guide-to-seo

61. Growth hacking on how to grow for little or no
cost …
• Webinars
• Blogging
• Video
• Conference speaker
• Social sharing (Pinterest,
Facebook, Twitter,
LinkedIn, etc.)
• PR – let the media know
what you are doing
• Subject Matter Expert for
HARO, Quora sites
• Email
• Pay per Click advertising
• Display advertising
• Cold calling
• Affiliate networks
• Re-targeting your
marketing
• Referrals, testimonials &
case studies
• Participate in online
groups/communities

62. • Identify the buyer(s), their journey and their “pain”
• Show how you address that pain
• Grow trust in what you do & say
• Build brand awareness & positioning as a “thought leader”
• Grow website traffic, convert visitors, nurture leads & help close sales
• Sell more to existing customers, cross sell & upsell
• Shorten the sales cycle
• Keep customers longer (LTV)
• Lower cost of customer acquisition
• Allows the business to scale cost effectively
62
IM methodology
IM tools
Content
Marketing & SEO
HubSpot
platform
How can Inbound Marketing help you grow?

63. ?

64. Next steps?
Marie.strom@fruition.se
John.kennedy@fruition.se
www.fruition.se