The document is a presentation about inbound marketing and search engine optimization (SEO) given by Mike Volpe of HubSpot at the NEDMA Annual Conference on May 7, 2009. It discusses how outbound marketing is broken while inbound marketing using blogging, SEO, and social media is more effective. It provides tips on SEO including publishing content, optimizing pages on-site and off-site through links, and measuring SEO efforts through website graders, rankings, and traffic/lead metrics. The presentation encourages attendees to try HubSpot's free trial and marketing resources.

1. Inbound Marketing and
Search Engine Optimization (SEO)
NEDMA Annual Conference
May 7, 2009
Mike Volpe
VP Marketing @H bSpot
@HubSpot
Twitter: @mvolpe

2. Outbound Marketing

3. Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson
p

4. The Bad News…
4

5. The Good News…
5

6. Inbound Marketing
Blog
g SEO Social Media

7. Budget vs. Brains
Flickr:
Flickr: Refracted Moments Flickr:
Flickr: Gaetoan Lee

8. Inbound Marketing
Process Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Get Found • Analytics
Convert Convert
• Test • Offers / CTAs
Convert
C t
• Target • Landing Pages
• Nurture • Email
• Lead Intelligence
• Lead Mgmt
• Analytics

9. Search Engine Optimization
3,000 searches per second
• Publish more content
• Optimize your content
• Promote your content

10. Pick Your Keyword Battles
vs.
s
Flickr:
Flickr: Extra Medium Flickr:
Flickr: Simonstarr
10

11. Pick Your Keyword Battles
1. Search volume
2. Relevance to your business
3.
3 Competition
• “marketing”
• “internet marketing”
g
• “internet marketing software startup
founded 2006 in cambridge, mama”
11

12. SEO
On-Page
OP Off-Page
Off P

13. On-Page SEO
• Page Title
• Clean URL
• Headers & Content
• Description

14. Attractive: Humans vs. Google
www.seo-browser.com
14

15. Off-Page SEO
• Recommendations from friends
1. I
1 “I know HubSpot”
HubSpot
2. “HubSpot is a marketing expert”
3.
3 You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2.
2 Anchor text: Internet Marketing
3. Link is from a trusted website

16. More Content = More Links
16

17. How Many Tickets Do You Have?

18. What to Publish?
• Blog
g
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
• Anything…
Anything

19. Where to Publish?

20. Promote Your Content to Get Links

21. SEO Measurement
Flickr:
Flickr: noblelgnnoble

22. Website Grader

23. SEO Rankings

24. Traffic, Leads and Customers
Visitors from SEO
Visitors Leads Customers
SEO 5,289 754 12
Blogging
gg g 834 72 3
Social Media 511 28 1

25. Thank You!
NEDMA Annual Conference
May 7, 2009
www.HubSpot.com/free-trial
www.Grader.com
www Grader com
Mike Volpe
HubSpot
H bSpot VP Marketing
Twitter: @mvolpe