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Seo 101 - Inbound Marketing Summit - Dallas

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Search Engine Optimization (SEO) tips from the Inbound Marketing Summit in Dallas in May 2009 by Mike Volpe from HubSpot.

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Seo 101 - Inbound Marketing Summit - Dallas

  1. 1. Search Engine Optimization (SEO) 101 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe <ul><li>Inbound Marketing Summit 2009 - Dallas </li></ul>
  2. 2. Marketing Has Changed 1950 - 2000 2000 - 2050
  3. 3. Inbound Marketing Blog SEO Social Media
  4. 4. Inbound Marketing Convert Get Found <ul><li>Get Found </li></ul><ul><li>Publish </li></ul><ul><li>Promote </li></ul><ul><li>Optimize </li></ul><ul><li>Convert </li></ul><ul><li>Test </li></ul><ul><li>Target </li></ul><ul><li>Nurture </li></ul>Process Tools <ul><li>Get Found </li></ul><ul><li>Content Mgmt </li></ul><ul><li>Blogging </li></ul><ul><li>Social Media </li></ul><ul><li>SEO </li></ul><ul><li>Analytics </li></ul><ul><li>Convert </li></ul><ul><li>Offers / CTAs </li></ul><ul><li>Landing Pages </li></ul><ul><li>Email </li></ul><ul><li>Lead Intelligence </li></ul><ul><li>Lead Mgmt </li></ul><ul><li>Analytics </li></ul>
  5. 5. Search Engine Optimization 3,000 searches per second <ul><li>Publish more content </li></ul><ul><li>Optimize your content </li></ul><ul><li>Promote your content </li></ul>
  6. 6. Lessons from 930,000+ websites
  7. 7. Pick Your Keyword Battles vs.
  8. 8. Pick Your Keyword Battles <ul><li>Search volume </li></ul><ul><li>Relevance to your business </li></ul><ul><li>Competition </li></ul><ul><li>“ marketing” </li></ul><ul><li>“ internet marketing” </li></ul><ul><li>“ internet marketing software startup founded 2006 in cambridge, ma” </li></ul>
  9. 9. Two Parts to SEO On-Page Off-Page
  10. 10. On-Page SEO <ul><li>Page Title </li></ul><ul><li>Clean URL </li></ul><ul><li>Headers & Content </li></ul><ul><li>Description </li></ul>
  11. 11. Attractive: Humans vs. Google www.seo-browser.com
  12. 12. Off-Page SEO <ul><li>Recommendations from friends </li></ul><ul><ul><li>“ I know HubSpot” </li></ul></ul><ul><ul><li>“ HubSpot is a marketing expert” </li></ul></ul><ul><ul><li>You trust the person saying this </li></ul></ul><ul><li>Links are online recommendations </li></ul><ul><ul><li>A link: www.HubSpot.com </li></ul></ul><ul><ul><li>Anchor text: Internet Marketing </li></ul></ul><ul><ul><li>Link is from a trusted website </li></ul></ul>
  13. 13. More Content = More Links
  14. 14. How Many Tickets Do You Have?
  15. 15. What to Publish? <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul><ul><li>Anything… </li></ul>
  16. 16. Where to Publish?
  17. 17. Publish Content Worth Sharing
  18. 18. Don’t Be Afraid to Polarize
  19. 19. Give Something Away
  20. 20. Promote Your Content to Get Links
  21. 21. SEO Measurement
  22. 22. Website Grader
  23. 23. SEO Rankings
  24. 24. Traffic, Leads and Customers Visitors from SEO Visitors Leads Customers SEO 5,289 754 12 Blogging 834 72 3 Social Media 511 28 1
  25. 25. Budget vs. Brains
  26. 26. Where do you find “101” Content? <ul><li>Webinars </li></ul><ul><li>http://tinyurl.com/IMS101 </li></ul><ul><li>Beginner Certification </li></ul><ul><li>http://bit.ly/IMU </li></ul>
  27. 27. Thank You! Mike Volpe HubSpot VP Marketing Twitter: @mvolpe <ul><li>www.HubSpot.com/free-trial </li></ul><ul><li>www.Grader.com </li></ul>

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