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Online Marketing Summit
 Dallas, TX | July 19, 2010




How to Leverage Blogs (Yours & Others)
  to Increase Search Engine Visibility

                  Mark Roberge, HubSpot
                 (@markroberge) #OMSDAL



                                          1
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote Blog in Social Media
V.     Convert Blog Traffic to Leads
VI.    Measure Blog Success



                                       2
Outbound Marketing
                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog          SEO     Social Media
Inbound Leads Cost 60% Less Than
        Outbound Leads




           Source: survey of hundreds of businesses: HubSpot.com/ROI
Reading List Suggestion
           Inbound Marketing:
           Get Found using Google,
           Social Media and Blogs


          Top 5 Web Marketing
            Book on Amazon

           InboundBook.com
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote Blog in Social Media
V.     Convert Blog Traffic to Leads
VI.    Measure Blog Success



                                       7
How Do You Get to the Top?
     History of SEO
SEO = Context and Authority




Ranking Algorithm:
f(n): Context + Authority
Inbound Marketing
   One Strategy not Three

Blog        SEO     Social Media
Two Sides of Optimization




On-Page           Off-Page
(Context)         (Authority)

                                11
On-Page SEO (Context)
• Page Title

• Clean URL

• Headers


• Description
Off-Page SEO (Authority)
• Recommendations from friends
  1. “I know Mark Roberge”
  2. “Mark Roberge is a blogging expert”
  3. Seth Godin: Mark Roberge is a blogging expert


• Links are online recommendations
  1. A link: www.HubSpot.com
  2. Anchor text: Internet Marketing
  3. Link is from a trusted website
The Long Tail

                    The New Marketplace
Popularity




             Head




                             Long Tail



                             Keywords
Lessons from 2,084,563 websites

 SEO Tips from Website Grader
More Content, Better Content = Links




           Source: Data from selected websites using www.WebsiteGrader.com
Blogging Means More
   Inbound Links



     Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
17
More Visitors




      Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
18
DISCUSSION QUESTION




What are the best ways to incorporate the
rules of SEO into your blogging strategy?
Incorporating SEO in Your Blogging Strategy




   •   Use keyword tool to drive blog topic selection
   •   Configure blog with On-Page SEO in mind
   •   Include target long tail keywords in blog article titles
   •   Think of blog articles as link bait
   •   Think of blog articles as an army of sales people working for you forever
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote Blog in Social Media
V.     Convert Blog Traffic to Leads
VI.    Measure Blog Success



                                       21
DISCUSSION QUESTION




What is the best human resource strategy
for blogging?
 • Outsource?
 • CEO vs. Marketing vs. Interns?
Blog Human Resource Strategy
               Domain
              Knowledge


                    Blog
                   Success

  Writing Skills             Bandwidth
DISCUSSION QUESTION




How often should you blog?
Multiple Blog Post per Day Sustains Yield

               Sep-09    Oct-09    Nov-09    Dec-09    Jan-10      Feb-10

  Articles
                    21        30        36        54          54     58
Avg. Views /
Frequency 1,304 Blog Articles on
  Article    1,137 of 1,305  864 1,522 1,447
Avg. Links /
  Article        HubSpot 7Blog4 8
                11  11                   4
   Avg.
Comments /
  Article           12        15        15        11     18          13




               25
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote Blog in Social Media
V.     Convert Blog Traffic to Leads
VI.    Measure Blog Success



                                       26
Distribute Your Content




                          27
Social Participation is Key to Blog Success
  WHAT NOT TO DO             WHAT TO DO

• Give your company     • Educate / answer their
  elevator pitch          question

• Talk about your       • Promote other good
  product features        content

• Bash your             • Get your subject matter
  competition             experts involved




           28
Focus Participation on Digital Influencers

    Find influencers using twitter.grader.com




        29
Blogging Increases Twitter Reach by 75%




                                                                            30
           Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote Blog in Social Media
V.     Convert Blog Traffic to Leads
VI.    Measure Blog Success



                                       31
Blogs and Social Media are for Leads and Sales




               Source: survey of hundreds of businesses: HubSpot.com/ROI
How Does HubSpot Convert Visitors?




                                33
Quality Content Behind Forms




                               34
Agenda
I.     Intro to Inbound Marketing
II.    Drive SEO through Blogging
III.   Blogging Best Practices
IV.    Promote Blog in Social Media
V.     Convert Blog Traffic to Leads
VI.    Measure Blog Success



                                       35
Metric #1: Conversions from Traffic to
           Leads and Sales



           Sorry, data removed for public version
Metric #2: Subscriptions
Metric #3: Pageviews




•   Great for media sites selling display advertising
•   Potential problems for your business:
     –   Doesn’t measure RSS
     –   Weak measure of engagement
     –   What’s the business value of a “view”?
Metric #4: Comments




• Quantitatively, a good indicator of engagement
• Qualitatively, a great way to listen to market
Metric #5: Inbound Links




• Measure the SEO impact of your blog
• An indicator of your blog’s role in outside conversations
Beyond the Blog, Measure Total Reach




                                 41
Final Thoughts …




42
Easy, Integrated Marketing Platform

 Lead     Landing                Social
                       SEO                 CMS       Blog     Leads    Analytics   Expertise
Nurture    Pages                 Media




Eloqua    On-Dialog   What is HubSpot?
                      Web CEO    Radian6   Drupal
                                                    Word
                                                    Press
                                                               Lead
                                                              Lander
                                                                        Google
                                                                                     Mktg
                                                                                     Profs




           Manti-      Web        Buzz                                   Core        Mktg
Marketo                                    Ektron   Blogger   VTrenz
            core      Position   Metrics                                Metrics     Sherpa




                                     HubSpot
Who is HubSpot?
• Founded in 2006 from research at MIT
• Over 3,000 customers
• 150+ employees
Additional Resources

• Grade your website at www.WebsiteGrader.com
• Read the Inbound Marketing Book
  www.InboundBook.com
• Take the free Inbound Marketing training
  www.InboundMarketing.com
• Start your free trial of HubSpot software
  www.HubSpot.com/free-trial
Thank You
              Visit
www.onlinemarketingsummit.com
       for more information

         Follow us @OMSummit



                                46
Tools to Get Found: SEO

               • Keyword Grader
               • Link Grader
               • Page Grader
Tools to Get Found: Blog & Social Media

                      • Business Blog
                        Software
                      • Blog Analytics
                      • Social Media
                        Monitoring
                      • Social Media
                        Publishing
Tools to Convert: Leads
              •   Landing Pages
              •   Lead Intelligence
              •   Lead Alerts
              •   Visitor Profiling
Tools to Analyze: Competitor
          Tracking
Tools to Analyze: Marketing
        Campaigns

• Assess the effectiveness of your marketing on a campaign-by-
  campaign level
• Optimize resource allocation to maximize sales

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How to Leverage Blogs (Yours & Others) to Increase Your Search Engine Visibility

  • 1. Online Marketing Summit Dallas, TX | July 19, 2010 How to Leverage Blogs (Yours & Others) to Increase Search Engine Visibility Mark Roberge, HubSpot (@markroberge) #OMSDAL 1
  • 2. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 2
  • 3. Outbound Marketing 800-555-1234 Annoying Salesperson
  • 4. Inbound Marketing Blog SEO Social Media
  • 5. Inbound Leads Cost 60% Less Than Outbound Leads Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 6. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  • 7. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 7
  • 8. How Do You Get to the Top? History of SEO
  • 9. SEO = Context and Authority Ranking Algorithm: f(n): Context + Authority
  • 10. Inbound Marketing One Strategy not Three Blog SEO Social Media
  • 11. Two Sides of Optimization On-Page Off-Page (Context) (Authority) 11
  • 12. On-Page SEO (Context) • Page Title • Clean URL • Headers • Description
  • 13. Off-Page SEO (Authority) • Recommendations from friends 1. “I know Mark Roberge” 2. “Mark Roberge is a blogging expert” 3. Seth Godin: Mark Roberge is a blogging expert • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  • 14. The Long Tail The New Marketplace Popularity Head Long Tail Keywords
  • 15. Lessons from 2,084,563 websites SEO Tips from Website Grader
  • 16. More Content, Better Content = Links Source: Data from selected websites using www.WebsiteGrader.com
  • 17. Blogging Means More Inbound Links Source: Data from over 1,500 businesses - http://hub.tm/BlogROI 17
  • 18. More Visitors Source: Data from over 1,500 businesses - http://hub.tm/BlogROI 18
  • 19. DISCUSSION QUESTION What are the best ways to incorporate the rules of SEO into your blogging strategy?
  • 20. Incorporating SEO in Your Blogging Strategy • Use keyword tool to drive blog topic selection • Configure blog with On-Page SEO in mind • Include target long tail keywords in blog article titles • Think of blog articles as link bait • Think of blog articles as an army of sales people working for you forever
  • 21. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 21
  • 22. DISCUSSION QUESTION What is the best human resource strategy for blogging? • Outsource? • CEO vs. Marketing vs. Interns?
  • 23. Blog Human Resource Strategy Domain Knowledge Blog Success Writing Skills Bandwidth
  • 24. DISCUSSION QUESTION How often should you blog?
  • 25. Multiple Blog Post per Day Sustains Yield Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Articles 21 30 36 54 54 58 Avg. Views / Frequency 1,304 Blog Articles on Article 1,137 of 1,305 864 1,522 1,447 Avg. Links / Article HubSpot 7Blog4 8 11 11 4 Avg. Comments / Article 12 15 15 11 18 13 25
  • 26. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 26
  • 28. Social Participation is Key to Blog Success WHAT NOT TO DO WHAT TO DO • Give your company • Educate / answer their elevator pitch question • Talk about your • Promote other good product features content • Bash your • Get your subject matter competition experts involved 28
  • 29. Focus Participation on Digital Influencers Find influencers using twitter.grader.com 29
  • 30. Blogging Increases Twitter Reach by 75% 30 Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 31. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 31
  • 32. Blogs and Social Media are for Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 33. How Does HubSpot Convert Visitors? 33
  • 35. Agenda I. Intro to Inbound Marketing II. Drive SEO through Blogging III. Blogging Best Practices IV. Promote Blog in Social Media V. Convert Blog Traffic to Leads VI. Measure Blog Success 35
  • 36. Metric #1: Conversions from Traffic to Leads and Sales Sorry, data removed for public version
  • 38. Metric #3: Pageviews • Great for media sites selling display advertising • Potential problems for your business: – Doesn’t measure RSS – Weak measure of engagement – What’s the business value of a “view”?
  • 39. Metric #4: Comments • Quantitatively, a good indicator of engagement • Qualitatively, a great way to listen to market
  • 40. Metric #5: Inbound Links • Measure the SEO impact of your blog • An indicator of your blog’s role in outside conversations
  • 41. Beyond the Blog, Measure Total Reach 41
  • 43. Easy, Integrated Marketing Platform Lead Landing Social SEO CMS Blog Leads Analytics Expertise Nurture Pages Media Eloqua On-Dialog What is HubSpot? Web CEO Radian6 Drupal Word Press Lead Lander Google Mktg Profs Manti- Web Buzz Core Mktg Marketo Ektron Blogger VTrenz core Position Metrics Metrics Sherpa HubSpot
  • 44. Who is HubSpot? • Founded in 2006 from research at MIT • Over 3,000 customers • 150+ employees
  • 45. Additional Resources • Grade your website at www.WebsiteGrader.com • Read the Inbound Marketing Book www.InboundBook.com • Take the free Inbound Marketing training www.InboundMarketing.com • Start your free trial of HubSpot software www.HubSpot.com/free-trial
  • 46. Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit 46
  • 47. Tools to Get Found: SEO • Keyword Grader • Link Grader • Page Grader
  • 48. Tools to Get Found: Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing
  • 49. Tools to Convert: Leads • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling
  • 50. Tools to Analyze: Competitor Tracking
  • 51. Tools to Analyze: Marketing Campaigns • Assess the effectiveness of your marketing on a campaign-by- campaign level • Optimize resource allocation to maximize sales