SEO & Social Search

for Lead Generation

Mike Volpe

VP Marketing, HubSpot

Twitter: @mvolpe

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234

Annoying

Salesperson

The Good News…

Inbound Marketing:Get Found using Google,

Social Media and Blogs

Top 5 Web Marketing

Book on Amazon

InboundBook.com

The Great News…

Source: survey of hundreds of businesses: HubSpot.com/ROI

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

“If you have more money than

brains, use outbound marketing.

If you have more brains than

money, use inbound marketing”

-- Guy Kawasaki

Inbound Marketing Process

Create

Optimize

Promote

Convert

Analyze

Where is Search Going?

Where is Search Going?

What Does SEO Rank Mean?

“SEO rank is now

a meaningless metric.”

-- Mike Volpe (@mvolpe)

What Does SEO Rank Mean?

At any one time you rank #1 or

#8 or #40 based on who is

searching, where they search,

and what is happening.

HOLY CRAP

“What the hell do I do?”

-- You

“Pay attention to the webinar.”http://www.hubspot.com/marketing-webinars/how-to-use-seo-and-social-search-for-lead-generation-webinar/

-- Mike Volpe (@mvolpe)

SEO Tips from Website Grader

Lessons from 2,341,786 websites

Timeline of SEO

Time Period Ranking Algorithm

Before 2000 • Context (web page content)

2000 to 2010• Context

• Authority (links)

2010 and Beyond• Context

• Authority

• Personalization (social media and

personal info)

SEO Before 2000

Ranking Algorithm:f(n): Context

Which Page Gets #1 Ranking?

Search: “business software”

Result: HubSpot.com = #1HubSpot has stuffed all the metadata and text

fields with lots of keyword phrases, including

“business software”, “business”, etc.

vs.

On-Page SEO (Context)

• Page Title

• Clean URL

• Headers & Content

• Description

Keywords & The Prosthodontist

Image: http://www.thehumorousimage.com/

“Cosmetic Dentist”

vs

“Prosthodontist”

Attractive to Whom? (Context)

www.seo-browser.com

What Does SEO Rank Mean?

“Website traffic is meaningless

unless it converts into leads.”

-- Mike Volpe (@mvolpe)

No Call to Action

Good Homepage Call to Action

Offer – WIIFM?

Offer – WIIFM?

Landing Pages Convert

Pre-2000 SEO Tips

• Use lots of keywords everywhere you

think keywords can be used as

keywords raising keyword density

with more keywords…

• Make pages easy for search spiders

to crawl

• Use calls to action and landing pages

to convert leads

• These tips are still somewhat relevant

SEO from 2000 to 2010

Ranking Algorithm:f(n): Context + Authority

Which Page Gets #1 Ranking?

Search: “business software”

Result: Salesforce.com = #1Salesforce.com has more links and authority

since it is a larger company and has been around

longer.

vs.

Authority is Determined by Links

Why Links are Votes to Google

• Recommendations from friends1. “I know HubSpot”

2. “HubSpot is a marketing expert”

3. You trust the person saying this

• Links are online recommendations1. A link: www.HubSpot.com

2. Anchor text: Internet Marketing

3. Link is from a trusted website

More + Better Content = Links

Content is Useless w/o Links

Publish Everything

• Blog

• Podcast

• Videos

• Photos

• Presentations

• eBooks

• News Releases

Publish Everywhere

What Gets Shared or Linked?

Rarely

Shared

Frequently

Shared

• Product info

• Free trials

• Software documentation

• New data

• Funny videos

• Top-notch blog posts

1,000’s of Tweets about report - Twitter drove 30% of traffic

Link-Worthy & Share-Worthy

Over 1,200

inbound links to

one blog article.

Create Great Content by Blogging

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Visitors

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

46% of companies who blog

have gotten revenue

because of their blog.

Source: survey of hundreds of businesses: HubSpot.com/ROI

2000 to 2010 SEO Tips

• Use a couple keywords in page titles

and page content and make pages

easy for search spiders to crawl

• Create useful content (blog!) and

promote that content (social & email)

to attract more links

• Use calls to action and landing pages

to convert leads

• These tips are still very relevant

SEO in 2010 and Beyond

Ranking Algorithm:f(n): Context + Authority

+ Social Graph

Which Page Gets #1 Ranking?

Search: “business software”

Result: It depends!It depends on who you are and when you search.

vs.

Which Page Gets #1 Ranking?

Search: “business software” by Mike

who is a member of the “Inbound

Marketers” LinkedIn group and is

friends on Facebook with 3 people that

are fans of HubSpot on Facebook.

Result: HubSpot.com = #1Mike has a connection to HubSpot, making is more

relevant to him.

Which Page Gets #1 Ranking?

Search: “business software” by Mary

who follows 30 people on Twitter who

follow Salesforce on Twitter and she

has read about CRM on wikipedia.

Result: Salesforce.com = #1Mary likes CRM and her friends seem to like

Salesforce.com, maybe she will too.

Which Page Gets #1 Ranking?

Search: “business software” by Ollie

who is not using Facebook, Twitter or

any social media at all.

Result: HubSpot.com = #1Ollie does not use social media. But people like

him do, and HubSpot has 12,000 Facebook fans,

and Salesforce only has 6,000, so if more people

like HubSpot, maybe Ollie will too.

Which Page Gets #1 Ranking?

Search: “business software” by Ian

who uses Twitter but does not follow

HubSpot or Salesforce on Twitter.

Result: HubSpot.com = #1Ian uses Ollie does not use social media. But

people like him do, and HubSpot has 12,000

Facebook fans, and Salesforce only has 6,000, so

if more people like HubSpot, maybe Ollie will too.

Which Page Gets #1 Ranking?

Search: “business software” by Natalie,

and there has just been a big news

story featuring HubSpot on CNN.com,

and it is a top trending topic on Twitter.

Result: HubSpot.com = #1Salesforce.com is a bigger and better known

company, but something big is happening at

HubSpot right now, so Natalie will probably like to

know about that first.

Build Your Reach to Build Authority

Reach Metric HubSpot Salesforce.com

Inbound Links 451,000 78,676

MozRank SEO Authority 1-10 6 6

LinkedIn Group Members 45,000 14,400

LinkedIn Company Followers 458 276

Facebook Fans 11,900 6,500

Twitter Followers 34,000 6,800

Google Buzz Followers 1,000 None

YouTube Views 300,000 400,000

Slideshare Views 375,000 3,000

Twitter Mentions Per Month 34,000 9,500

Content Makes You Interesting

Blogging Drives Social Success

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

Most Business Blogs Post Weekly

Source: survey of hundreds of businesses: HubSpot.com/ROI

More Blogging Increases Results

Source: survey of hundreds of businesses: HubSpot.com/ROI

Social Media = Leads and Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

Build Network - Keyword Search

Search.Twitter.com

LinkedIn Answers

LinkedIn Groups

All Your Employees Are Marketers

Empower Employees by Sharing Info

SEO Tips for 2010 and Beyond

• Optimize your content

• Attract links to your content

• Publish more content, more often

• Be active in social media, often

• Build large networks of relevant and

engaged followers in social media

• Use calls to action and landing pages

to convert leads

Suggested Next Steps

The Basics:

• Read the “Inbound Marketing” Book

• Grade your website:

www.WebsiteGrader.com

More Advanced:

• Tips for Twitter, Facebook, LinkedIn:

• www.HubSpot.com/marketing-hubs

Inbound Marketing Summary

Optimize

Promote

Create

Convert

Try HubSpot for FREE:

www.HubSpot.com/free-trial

How to Put All the Pieces Together?

d.j.k. on flickr

HubSpot Puts the Pieces Together

What’s HubSpot?

• All-in-one Marketing Software

• Over 2,600 customers in 3 years

• 140+ employees, lots of MIT grads

Blog & Social Media

• Business Blog

Software

• Blog Analytics

• Social Media

Monitoring

• Social Media

Publishing

Search Optimization

• Keyword Grader

• Link Grader

• Page Grader

Email Marketing & Lead Nurturing

• Email Marketing

• Lead Nurturing

Lead Generation

• Landing Pages

• Lead Intelligence

• Lead Alerts

• Visitor Profiling

Competitor Tracking

Marketing Analytics

• Assess the effectiveness of your marketing on a

campaign-by-campaign level

• Optimize resource allocation to maximize sales

Proven ROI by 2,600+ Customers

Cilk Arts Increases Leads 500%

Makana Solutions 3x Leads, 2x Conversions

Vocio Pays for HubSpot 30x Over with New Leads

Objective Management Group Grows Leads 360%

Bridge Group Doubles Online Leads

www.HubSpot.com/ROI

Try HubSpot for FREE:

www.HubSpot.com/free-trial

Q & A

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

Free Trial: www.HubSpot.com/free-trial