The document discusses diversifying marketing efforts to mitigate risks from Google algorithm updates. It recommends diversifying product lines, marketing channels, SEO links, and marketing programs across SEO, social media, advertising, email, and offline sources. A large blog network was recently de-indexed by Google, affecting customers who relied too heavily on those links. Diversification helps businesses maintain lead flow and control when Google makes changes or penalties are applied.

2. Diversification is Good
 Diversify your product lines
Diversify your marketing channels
 Diversify your SEO
 Diversify your links
Be Diversified

3. Penalty time
 Google De-indexing
 3/22 a large blog network was de-indexed
 Links from blog network to their customers no
longer counted
 Some customers lost rankings
 Diversified customers were not hurt as bad
 Over-optimization
 Matt Cutts at SXSW said “over optimization”
penalty will be released in a month (April)
 Exact definition is not know despite 2700 news
articles in the past 30 days

4. Lots of Buzz

5. And Bad News
Google bans 800,000 Advertisers
CPC Up 150% in under 12 months

6. What can you do?
 Diversify Your SEO
 HubShout has already built in
diversity but…
 Add Infographics
 Add Press Releases
 Add Video
 Diversify Your Marketing Program
 Set goals for % of leads from different sources
 SEO
 Social Media
 Advertising
 Email
 Offline

7. HubSpot SOIM Metrics
Source: HubSpot 2012 SOIM

8. How to Convince Customers
• Ideally, a marketing plan has multiple legs.
• Gives control to the business to make investment decisions.
• If you know the cost per lead for each channel, you can invest in channels to
maximize lead flow.