Inbound Marketing andInbound Marketing andSearch Engine Optimization (SEO)NEDMA Annual ConferenceMay 7, 2009

Mike VolpeVP Marketing @H bSpotVP Marketing @HubSpotTwitter: @mvolpe

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalespersonp

The Bad News…

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The Good News…

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Inbound Marketing

Blog SEO Social Mediag

Budget vs. Brains

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Inbound Marketing

Process ToolsGet Found• Publish• Promote

Get Found• Content Mgmt• Blogging

Get Found• Optimize • Social Media

• SEO• Analytics

C tConvert• Test

Convert• Offers / CTAs

Convert• Target• Nurture

• 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

Pick Your Keyword Battles

vs.s

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Pick Your Keyword Battles

1. Search volume2. Relevance to your business3 Competition3. Competition

• “marketing”• “internet marketing”g• “internet marketing software startup

founded 2006 in cambridge, ma”founded 2006 in cambridge, ma

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SEO

O P Off POn-Page Off-Page

On-Page SEO

• Page Title

• Clean URL

• Headers & Content

• Description

Attractive: Humans vs. Google

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www.seo-browser.com

Off-Page SEO

• Recommendations from friends1 “I know HubSpot”1. I know HubSpot2. “HubSpot is a marketing expert”3 You trust the person saying this3. You trust the person saying this

• Links are online recommendations• Links are online recommendations1. A link: www.HubSpot.com2 Anchor text: Internet Marketing2. Anchor text: Internet Marketing3. Link is from a trusted website

More Content = More Links

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How Many Tickets Do You Have?

What to Publish?

• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases• Anything• Anything…

Where to Publish?

Promote Your Content to Get Links

SEO Measurement

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Website Grader

SEO Rankings

Traffic, Leads and CustomersVisitors from SEO

Visitors Leads CustomersSEO 5,289 754 12

Blogging 834 72 3gg g

Social Media 511 28 1

Thank You!NEDMA Annual ConferenceMay 7, 2009

www.HubSpot.com/free-trialwww Grader com

Mike VolpeH bSpot VP Marketing

www.Grader.com

HubSpot VP MarketingTwitter: @mvolpe