how to leverage blogs to increase search engine visibility

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Online Marketing SummitPhoenix, AZ | May 20, 2010How to Leverage Blogs (Yours & Others) to Increase Search Engine Visibility

Speaker: Dan Tyre, HubSpotdtyre@hubspot.comwww.hubspot.com1Title Slide: 2 MIN/2 MINHow to Leverage Blogs to increase search engine visibilityMy name is Dan Tyre: I am a member of the start up team for HubSpot, the leader in inbound marketingI live here in the Valley & commute to Cambridge MA our world HQHow many folks are familiar with blogs? How many folks are active bloggers or micro-bloggers? .looking for blogging tips? So we have about 50 minutes of presentation & 10 minutes of Q&A regarding blogging and the blogsphereI have been an active blog contributor for about three years and have learned a ton and thought I would share some of my experiences today

1Outbound Marketing

800-555-1234AnnoyingSalesperson

Transforming Marketing Outbound Marketing: 2 MIN/4 MIN (build slide)Let me set the stage by talking briefly about traditional or outbound marketing?How many people have returned a cold call in the last 90 days?Opened junk mail?Have written down 800 from billboard or radio?This is what we call outbound marketing or interruption marketing. Its decades old, it doesnt change much and it is hard- really hard because technology works against you2

Rethinking Marketing 1 MIN/5 MIN

Outbound Marketing is INTERRUPTION based.TelemarketingTrade showsDirect mailEmail blastsPrint adsTV/radio ads

Inbound MarketingContentSEOSocial Media

Transforming Marketing: Inbound Marketing 2 MIN/7MINWith the advent of search engines traditional marketing began a transformation over to a new eraWith the advent of search engines, you can move from spamming everyone to find the small % of folks who are interestedTo optimizing your website to get found by folks who are interested in your products.SEO or Search engine optimization has been a huge and very lucrative developmentSOCIAL MEDIA is even bigger We call this permission marketing and we use the comparison of a magnet-turn your website into a giant magnet4

Inbound Marketing is PERMISSION based 1 MIN/ 8 MINSEO / SEM, Blogging, Social Media, RSS, Free tools, Product trials, Viral videos, SurveysThe great thing about these discipline is that they dont have a large barrier to entryYou dont need to buy $2M TV adds on the OfficeIn fact, let me show you a video that we shot in 2008 and was on our blog

Budget Or Brains? 1 MIN/ 9So this is the entrepreneurs dream because it allows you to leverage your ideas/thoughts/content and experience in a way that you can help people rather than having a fat walletThe key is to create remarkable content that customers want to readNow what is remarkable content, and can you create it and then where do you put itLets circle around and address some of those issues6

Blogging Concept 2 MIN/11 MINSo what is a blog and why is it so cool?A blog is _______________________ according to wikipediaThere are 200 M blogs in existance today.Everyone has been on a blog- although you may not recognize itBlogs are no longer cutting edge= mainstream as a communication medium blog stats; positioning on major media outletsThere is a compelling reason to have one (Seth Godin or David Meerman Scott post) but it is a great tool to help drive more qualified buyers and generate more leads7

BLOG BASICS _ can pull or repurpose 2 MIN/13And so how many people periodically publish new information on your website? EXCELLENTHow many people have an email newsletter? Good, goodSo you are creating fresh content and for most folks taking that content and taking a slightly different spin on it can help you get value benefit from that contentYou already write blog articles, you just dont call them that. and you probably are doing the work of producing the concept you arent getting the credit

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LETS TALK -3 MIN/16 MINIn 2010, blogs are an important part of building community, making your website sticky and the unsung hero of search engine optimization Blogs have strong business value because

Host a Conversation- to make your site interesting AND sticky so that people come back all the timePromote Yourself in an interesting way you can be edgy, provocative & sync with current eventsNetwork Online- you can connect with your target demographic in a way that helps them solve a problemNurture Relationships with prospects and customers talk about issues, get feedback, opinions, ideas

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Other benefits on Blogs 3 MIN/19 MINIf you publish new content regularly, you can increase the rate at which Google crawls your site, which is a good thing The blog has a built-in navigation system (browse by tags, by date, etc.) which means when you publish new content you don't need to spend tons of time figuring out where it should go on your site You can typically acquire more links since people link to blog articles more readily than corporate websites Having a blog enables you to more easily engage with other bloggers, which can drive traffic and linksA blog often can (and should) have multiple authors, so you can share the burden of content creation with others in your organization Commenting engine enables you to engage directly with prospects (and if you use HubSpot lead tracking, you can see any comments on your blog articles left by your leads!)

10Blog BasicsKeys to a Successful BlogWriteSustain SpreadHow to Measure Your BlogBlog Basics (arrow build) 3 MIN/22 MINBefore you start blogging, we recommend you do something that is VERY EASY.If you dont have time to blog, we want you to LISTEN or join the conversation,READ other blogs, then COMMENT on relevant blogsLISTENING many times demystifies the process; shows you the difference between content and blog content

Considerations for a Blog1. Who are your primary and secondary targets for your blog?2. What do you want to tell them?3. Do you understand what the key informational needs of the audience are?4. Are you reading other blogs on that topic, and ones targeting your customers and prospects?5. If you are reading, are you leaving comments that add to the online conversation on the blogs you cover?6. Do you have a firm grasp on the types of keywords to focus on that would be relevant to your blog?7. Do you follow those keywords on Technorati and Google Blog Search? Do you have alerts set up around those keywords at Google Alerts? (or possibly even use a reputation management system?)8. Can you commit to blogging at least two-to-three times per week? (consistency is key, based on the expectations you set with your audience)9. What is your ultimate goal in starting a blog? In one year from when you start blogging, how will your life be different?10. Are you looking at blogging as a challenge or something that could be fun?

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Blogging Benefits 2 MIN/24 Blogs have tons of benefits that can help your web site and your businessBlogs can give you a Winning Ticket for the SEO raffle drawing MIN

If you have a site with five pages and no blog, you have five chances to rank in search engines. If you have a site with 100 and pages and a blog with hundreds of posts, you have hundreds of chances to rank. Many of the keywords you'll rank for will get you one or two visits a month, but in the aggregate -- as we've seen at HubSpot -- those long tail search querries will account for far more traffic than the high-traffic queries.

12Blog Benefits 3 MIN/27 MINThere are Exponential Effect of Blogs (Build Slide)You start with your blog to publish relevant, interesting contentThat content gets your found by more folks looking for your stuffThey get interested in what you have to sayThey subscribe to your blog via RSS or email and they keep coming back to your siteYour best articles get LINKED TOYour best articles get read over and over and over againYour traffic skyrockets, your links improve and then you can push your blog into other areas to generate more businessThe great thing about blogging is the it is incremental NOT ONE TO ONE; 13Blog BasicsKeys to a Successful BlogWritePublish LeverageHow to Measure Your BlogKeys to a succesful blog (arrow build) 2 MIN/29So are you all on a blog sugar high?Ready to drive a ton of folks to your web site with you witty and informative blog?SPOILER ALERT: Not all blogs are killer, some blogs are boring, irrelevant or invisibleUgh, how bad is thatDid you ever see a blog with no comments, interest or juiceSo here is my 5 slides for a killer blog- this is a food motif (looking for a better analogy, but this is what my marketing department gave me)14

Keys to a successful blog WRITE You dont have to be Hemingway- 2/31This isnt a food slide but it is a GREAT point to reiteratePeople fret about their writing on a blog and it is needless, pointless worrySo there are some keys to successful blogging- SHORT- this is the internet age -400 words, a few paragraphs anything larger split into multiple versionQuick point on ghost blogging: getting someone to write your blog? YES, lots of folks

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Keys to a successful blog Frequency & Quality of POSTS this is the raisin bran 2 MIN/32

Every blog article should be 1. Rich in keywords that you want to attract 2. substanitive 3. written from your customers point of viewYour blog is written by you but not FOR you Who is it for ?Your prospects and customers!You need to write it from their perspective16

Keys to a successful blog Healthy, Thoughtful Postsspinach2 MIN/34

Should establish your site a thought leader in the industry, topical, your experience, your OPINIONIt should help your customer the top 3 things to consider whenThe most common mistakes10 things to think about Make sure people can read it quickly and make sure it is good for your customers17

Keeping with the cool pictures of f

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