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Dreamforce 2010:<br />Website Optimization<br />Tips<br />Mike Volpe<br />VP Marketing at HubSpot<br />Twitter.com / mvolp...
Don’t make me do marketing!<br />Just up our AdWords limit...<br />
Website Tips Based on Real Data<br />Lessons from 3,074,020 websites<br />www.WebsiteGrader.com<br />
Tip #1:<br />Buyer Persona Drives Content<br />
Title: “Director/VP of Marketing”<br />Company has 50-500 employees<br />Expert at “outbound marketing”, 15+ years experie...
Have You Met Your Personas?<br />Kadientphoto by: David Meerman Scott<br />
Tips for Buyer Personas<br />Use data, but don’t be a slave to it<br />Get personal and specific<br />The perfect is the e...
Tip #2:<br />Publish,<br />Don’t<br />Advertise<br />
Publish vs. Advertise<br />People ignore ads.<br />0.2% Click Through Rate<br />Be the content, not the<br />ads around th...
Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
Blogging Attracts More Visitors<br />
79% more<br />followers for companies<br />that also have a blog<br />Source: Data from over 2,000 businesses - http://bit...
Tips for Publishing (Blogging)<br />Title should be keyword rich<br />Image in every article<br />Use both email and RSS s...
Tips for Publishing (Blogging)<br />Want more comments?<br />Ask a question<br />Be controversial<br />Leave part of the i...
Tips for Publishing (Blogging)<br />Engage the whole company<br />Contests and public praise<br />Support from executives<...
Tip #3:<br />Make Google Happy<br />
SEO from 2000 to 2011<br />Ranking Algorithm:f(n): Context + Authority<br />
Keyword Selection<br />“Cosmetic Dentist”<br />vs <br />“Prosthodontist”<br />https://adwords.google.com/select/KeywordToo...
On-Page SEO Essentials<br /><ul><li> Page Title
 Clean URL
 Headers & Content
 Description</li></li></ul><li>Attractive to Humans and Crawlers<br />www.seo-browser.com<br />
Authority is Determined by Links<br />
97% more links<br />(for better rankings)<br />for companies<br />that have a blog<br />Source: Data from over 1,500 small...
A Few Links Go a Long Way<br />85% of web pages have less than 7 inbound links<br />Source: SEOMoz.org<br />
Where is Search Going?<br />
Coming to SEO: Likes = Links<br />=         =      <br />
Tips for SEO<br />Use keywords and language your buyer persona uses<br />Focus on great content more than technical tweaks...
Advice for the road ahead…<br />
Stop thinking like a<br />marketer or advertiser.<br />
Start thinking like a<br />publisher and socializer.<br />
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Website Optimization Tips - Dreamforce 2010 - Salesforce.com

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Website Optimization Tips by Mike Volpe of HubSpot as presented at Dreamforce 2010 the Salesforce.com user group event.

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Website Optimization Tips - Dreamforce 2010 - Salesforce.com

  1. 1. Dreamforce 2010:<br />Website Optimization<br />Tips<br />Mike Volpe<br />VP Marketing at HubSpot<br />Twitter.com / mvolpe<br />mvolpe@hubspot.com<br />
  2. 2.
  3. 3. Don’t make me do marketing!<br />Just up our AdWords limit...<br />
  4. 4.
  5. 5.
  6. 6.
  7. 7. Website Tips Based on Real Data<br />Lessons from 3,074,020 websites<br />www.WebsiteGrader.com<br />
  8. 8. Tip #1:<br />Buyer Persona Drives Content<br />
  9. 9. Title: “Director/VP of Marketing”<br />Company has 50-500 employees<br />Expert at “outbound marketing”, 15+ years experience<br />Worries about “brand presence” (colors, logo, fonts)<br />Website built for $25K with firm, uses Salesforce.com<br />Uses the web for:<br />Photo sharing of kids with friends (Shutterfly, NOT Flickr)<br />Email (Outlook for work, web based for home)<br />Research / news (web, email subscriptions, NOT RSS)<br />LinkedIn (~100 connections, a couple groups), Facebook (personal only)<br />Personal:<br />42 years old, married, 2 kids (10 and 6)<br />A little scared of “technology”<br />Enjoys travel, drives an SUV, likes her iPod Nano (300 songs)<br />Worried kids are meeting bad people on MySpace and in chat rooms<br />Wears “appropriate business casual” from Banana Republic and Ann Taylor<br />HubSpot:<br />Wants to learn “inbound marketing”, needs easy to use tools, need integrated tools, needs reports to show CEO, wants life to be easier, doesn’t like to tinker<br />Meet “Marketing Mary”<br />
  10. 10. Have You Met Your Personas?<br />Kadientphoto by: David Meerman Scott<br />
  11. 11. Tips for Buyer Personas<br />Use data, but don’t be a slave to it<br />Get personal and specific<br />The perfect is the enemy of the good<br />Socialize it company wide<br />
  12. 12. Tip #2:<br />Publish,<br />Don’t<br />Advertise<br />
  13. 13. Publish vs. Advertise<br />People ignore ads.<br />0.2% Click Through Rate<br />Be the content, not the<br />ads around the content.<br />
  14. 14. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
  15. 15. Blogging Attracts More Visitors<br />
  16. 16. 79% more<br />followers for companies<br />that also have a blog<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
  17. 17. Tips for Publishing (Blogging)<br />Title should be keyword rich<br />Image in every article<br />Use both email and RSS subscription<br />CTA in every article<br />
  18. 18. Tips for Publishing (Blogging)<br />Want more comments?<br />Ask a question<br />Be controversial<br />Leave part of the issue untouched<br />Need article ideas?<br />Check email sent items<br />Customer service inquiries<br />FAQs salespeople receive<br />Ask your readers<br />
  19. 19. Tips for Publishing (Blogging)<br />Engage the whole company<br />Contests and public praise<br />Support from executives<br />Build into employee goals<br />Get everyone addicted<br />
  20. 20. Tip #3:<br />Make Google Happy<br />
  21. 21. SEO from 2000 to 2011<br />Ranking Algorithm:f(n): Context + Authority<br />
  22. 22. Keyword Selection<br />“Cosmetic Dentist”<br />vs <br />“Prosthodontist”<br />https://adwords.google.com/select/KeywordToolExternal<br />
  23. 23. On-Page SEO Essentials<br /><ul><li> Page Title
  24. 24. Clean URL
  25. 25. Headers & Content
  26. 26. Description</li></li></ul><li>Attractive to Humans and Crawlers<br />www.seo-browser.com<br />
  27. 27. Authority is Determined by Links<br />
  28. 28. 97% more links<br />(for better rankings)<br />for companies<br />that have a blog<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  29. 29. A Few Links Go a Long Way<br />85% of web pages have less than 7 inbound links<br />Source: SEOMoz.org<br />
  30. 30. Where is Search Going?<br />
  31. 31. Coming to SEO: Likes = Links<br />= = <br />
  32. 32. Tips for SEO<br />Use keywords and language your buyer persona uses<br />Focus on great content more than technical tweaks<br />Train all content creators on SEO<br />
  33. 33. Advice for the road ahead…<br />
  34. 34. Stop thinking like a<br />marketer or advertiser.<br />
  35. 35. Start thinking like a<br />publisher and socializer.<br />
  36. 36. More: Details, Tips, Case Studies<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 20<br />Web Marketing<br />Book on Amazon<br />InboundBook.com<br />
  37. 37. Thank You<br />Mike Volpe<br />VP Marketing at HubSpot<br />Twitter.com / mvolpe<br />mvolpe@hubspot.com<br />

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