seo inbound marketing highland capital marketing 2 0 november 2009 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009 PowerPoint Presentation
Download Presentation
SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009

Loading in 2 Seconds...

play fullscreen
1 / 42

SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009 - PowerPoint PPT Presentation


  • 481 Views
  • Uploaded on

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. 800-555-1234 Annoying Salesperson. The Good News…. Inbound Marketing :

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
    Presentation Transcript
    1. SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

    2. Marketing is Changing 1950 - 2000 2000 - 2050

    3. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson

    4. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs #4 Marketing Book on Amazon InboundBook.com

    5. The Great News… www.HubSpot.com/ROI

    6. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

    7. SEO Tips from Website Grader Lessons from 1,785,235 websites

    8. Google is Judge, Jury and Executioner

    9. SEO = Context and Authority Ranking Algorithm:f(n): Context + Authority

    10. Pick Your Keyword Battles (Context) vs. Flickr: Extra Medium Flickr: Simonstarr

    11. On-Page SEO (Context) • Page Title • Clean URL • Headers & Content • Description

    12. Attractive to Whom? (Context) www.seo-browser.com

    13. Authority is Determined by Links

    14. Why Links are Votes to Google • Recommendations from friends • “I know HubSpot” • “HubSpot is a marketing expert” • You trust the person saying this • Links are online recommendations • A link: www.HubSpot.com • Anchor text: Internet Marketing • Link is from a trusted website

    15. More + Better Content = More Links

    16. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases

    17. More Advanced SEO Tactics …completely stolen from Rand Fishkin at SEOmoz.org

    18. Ideal Link Structure and Authority

    19. Link Structure in Practice

    20. Content is Useless w/o Attracting Links

    21. Leverage Emotions the Make Us Link

    22. Link-Worthy & Share-Worthy Over 1,200 inbound links to one blog article. 1,000’s of Tweets about report - Twitter drove 30% of traffic

    23. What Gets Shared or Linked? Rarely Shared Frequently Shared • Product info • Free trials • Software documentation • New data • Funny videos • Top-notch blog posts

    24. Target the Linkerati

    25. Experts on Linkbuilding

    26. Experts on Linkbuilding

    27. Experts on Linkbuilding

    28. Experts on Linkbuilding

    29. Where is Search Going?

    30. Where is Search Going?

    31. Thank You / Q&A Download Slides: www.MikeVolpe.com/Highland Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

    32. Next Steps • Read the “Inbound Marketing” book www.InboundBook.com • Grade your website: www.WebsiteGrader.com

    33. Additional Resources • SEOMoz Ranking Report • http://www.seomoz.org/article/search-ranking-factors • FacebookMarketing 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

    34. Appendix

    35. http://www.youtube.com/watch?v=Q3yCB7AvvAk

    36. What’s HubSpot? • Marketing software for SMBs • Over 1,800 customers in 3 years • 100+ employees, lots of MIT grads

    37. Case Study: Cilk Arts, Inc. [Update: Cilk Arts acquired by Intel in July] Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors. Our Goal: Owna multicore programming standard • Cilk++ Runtime on every processor • Cilk++ used by all C/C++ multi-coders

    38. 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

    39. Results for Cilk Arts • Blog posts boosted search engine rankings for key terms Reached over 100,000 developers Traffic and awareness matched or exceeded competitors Adoption at >250 universities worldwide >6,200 inbound links >3,000 leads

    40. Get the whole team engaged Don’t obsess over # of comments Don’t know ahead of time which topics will strike a chord Links drove our search engine rank

    41. Metrics: Visits, Sources, Links Inbound Links

    42. 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.