Search Engine Optimization (SEO) 101

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

PRSA Travel and Tourism Annual ConferenceMay 6, 2009

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalesperson

The Bad News…

4

The Good News…

5

Inbound Marketing

Blog SEO Social Media

Threat and Opportunity

7

1950 - 2000 2000 - 2050

Budget vs. Brains

Inbound Marketing

Convert

Get Found

Get Found

• Publish

• Promote

• Optimize

Convert

• Test

• Target

• Nurture

Process Tools

Get Found

• Content Mgmt

• Blogging

• Social Media

• SEO

• Analytics

Convert

• Offers / CTAs

• Landing Pages

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Search Engine Optimization

3,000 searches per second• Publish more content• Optimize your content• Promote your content

Organic Search is Best

Free

More traffic

Smarter people

Longer lasting

Organic Results

75% of clicks

Pay Per Click – 25% of Clicks

Source: Marketing Sherpa and Enquiro Research

Pick Your Keyword Battles

12

vs.

Pick Your Keyword Battles

1. Search volume

2. Relevance to your business

3. Competition

• “marketing”

• “internet marketing”

• “internet marketing software startup founded 2006 in cambridge, ma”

13

SEO

On-Page Off-Page

On-Page SEO

• Page Title

• Clean URL

• Headers & Content

• Description

Attractive: Humans vs. Google

16

www.seo-browser.com

SEO Competition for Your Brand

17

Off-Page SEO

• 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

Comparative SEO Data

19

How Many Tickets Do You Have?

What to Publish?

• Blog

• Podcast

• Videos

• Photos

• Presentations

• eBooks

• News Releases

• Anything…

Where to Publish?

Promote Your Content to Get Links

What is the role of PR in SEO?

24

Get more links for your client by creating and

promoting content.

Page Title: “Internet Marketing Software | HubSpot”

www.HubSpot.com

Page Title: “Website Grader SEO Tool”

www.WebsiteGrader.com

Links in News Releases

1. Use keywords as anchor text

2. Also have full URL link

3. Match keywords to SEO of target page

4. Link in first 100-200 words

5. Be wary of links to other websites

6. Remember the other 99% of your website besides your home page

Links from PR

28

Links from major media and top blogs are 100

times better than news release links.

Post News Release in Blog Format

• Post on your website – use blog

• RSS Feed

• Subscribe by Email

• Tags

• Automatic Archive

• Publish RSS Titles on Homepage, etc.

Wire Service Tips

1. Verify you can use anchor text links (different link text in each release)

2. Use lowest price / distribution (online distribution does not change)

3. Multimedia / SMNR limits your syndication, so use sparingly

http://PressRelease.Grader.com

SEO Measurement

Website Grader

SEO Rankings

Traffic, Leads and Customers

Visitors Leads Customers

SEO 5,289 754 12

Blogging 834 72 3

Social Media 511 28 1

Visitors from SEO

Case Study: Reynolds Golf Academy

•

The Results

BlogSubscribers

Site Visitors& Leads

Thank You!

Mike Volpe

HubSpot VP Marketing

Twitter: @mvolpe

PRSA Travel and Tourism ConferenceMay 6, 2009

www.HubSpot.com/free-trialwww.Grader.com (Press Release Grader)