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Online Marketing Summit,[object Object],Dallas, TX | July 19, 2010,[object Object],How to Leverage Blogs (Yours & Others) to Increase Search Engine Visibility,[object Object],Mark Roberge, HubSpot,[object Object],(@markroberge) #OMSDAL,[object Object],1,[object Object]
2,[object Object],Agenda,[object Object],Intro to Inbound Marketing,[object Object],Drive SEO through Blogging,[object Object],Blogging Best Practices,[object Object],Promote Blog in Social Media,[object Object],Convert Blog Traffic to Leads,[object Object],Measure Blog Success,[object Object]
Outbound Marketing,[object Object],800-555-1234,[object Object],Annoying,[object Object],Salesperson,[object Object]
Inbound Marketing,[object Object]
Inbound Leads Cost 60% Less Than Outbound Leads,[object Object],Source: survey of hundreds of businesses: HubSpot.com/ROI,[object Object]
Reading List Suggestion,[object Object],Inbound Marketing:,[object Object],Get Found using Google, Social Media and Blogs,[object Object],Top 5 Web Marketing Book on Amazon,[object Object],InboundBook.com,[object Object]
7,[object Object],Agenda,[object Object],Intro to Inbound Marketing,[object Object],Drive SEO through Blogging,[object Object],Blogging Best Practices,[object Object],Promote Blog in Social Media,[object Object],Convert Blog Traffic to Leads,[object Object],Measure Blog Success,[object Object]
How Do You Get to the Top?  History of SEO,[object Object]
SEO = Context and Authority,[object Object],Ranking Algorithm:f(n): Context + Authority,[object Object]
Inbound Marketing One Strategy not Three,[object Object]
11,[object Object],Two Sides of Optimization,[object Object],On-Page,[object Object],(Context),[object Object],Off-Page,[object Object],(Authority),[object Object]
On-Page SEO (Context),[object Object],[object Object]
 Clean URL
Headers
 Description,[object Object]
The New Marketplace,[object Object],Head,[object Object],Popularity,[object Object],Long Tail,[object Object],Keywords,[object Object],The Long Tail,[object Object]
Lessons from 2,084,563websites,[object Object],SEO Tips from Website Grader,[object Object]
More Content, Better Content = Links,[object Object],Source: Data from selected websites using www.WebsiteGrader.com,[object Object]
Blogging Means More Inbound Links,[object Object],Source: Data from over 1,500 businesses - http://hub.tm/BlogROI,[object Object],17,[object Object]
More Visitors,[object Object],Source: Data from over 1,500 businesses - http://hub.tm/BlogROI,[object Object],18,[object Object]
DISCUSSION QUESTION,[object Object],What are the best ways to incorporate the rules of SEO into your blogging strategy?,[object Object]
Incorporating SEO in Your Blogging Strategy,[object Object],Use keyword tool to drive blog topic selection,[object Object],Configure blog with On-Page SEO in mind,[object Object],Include target long tail keywords in blog article titles,[object Object],Think of blog articles as link bait,[object Object],Think of blog articles as an army of sales people working for you forever,[object Object]
21,[object Object],Agenda,[object Object],Intro to Inbound Marketing,[object Object],Drive SEO through Blogging,[object Object],Blogging Best Practices,[object Object],Promote Blog in Social Media,[object Object],Convert Blog Traffic to Leads,[object Object],Measure Blog Success,[object Object]
DISCUSSION QUESTION,[object Object],What is the best human resource strategy for blogging?,[object Object],[object Object]
CEO vs. Marketing vs. Interns?,[object Object]
DISCUSSION QUESTION,[object Object],How often should you blog?,[object Object]
Frequency of Blog Articles on HubSpot Blog,[object Object],Multiple Blog Post per Day Sustains Yield,[object Object],25,[object Object]
26,[object Object],Agenda,[object Object],Intro to Inbound Marketing,[object Object],Drive SEO through Blogging,[object Object],Blogging Best Practices,[object Object],Promote Blog in Social Media,[object Object],Convert Blog Traffic to Leads,[object Object],Measure Blog Success,[object Object]
27,[object Object],Distribute Your Content,[object Object]
Social Participation is Key to Blog Success,[object Object],WHAT NOTTO DO,[object Object],[object Object]
Talk about your product features
Bash your competitionWHAT TO DO,[object Object],[object Object]
Promote other good content
Get your subject matter experts involved28,[object Object]
Focus Participation on Digital Influencers,[object Object],Find influencers using twitter.grader.com,[object Object],29,[object Object]
30,[object Object],Blogging Increases Twitter Reach by 75%,[object Object],Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh,[object Object]
31,[object Object],Agenda,[object Object],Intro to Inbound Marketing,[object Object],Drive SEO through Blogging,[object Object],Blogging Best Practices,[object Object],Promote Blog in Social Media,[object Object],Convert Blog Traffic to Leads,[object Object],Measure Blog Success,[object Object]
Blogs and Social Media arefor Leads and Sales,[object Object],Source: survey of hundreds of businesses: HubSpot.com/ROI,[object Object]
33,[object Object],How Does HubSpot Convert Visitors?,[object Object]
34,[object Object],Quality Content Behind Forms,[object Object]
35,[object Object],Agenda,[object Object],Intro to Inbound Marketing,[object Object],Drive SEO through Blogging,[object Object],Blogging Best Practices,[object Object],Promote Blog in Social Media,[object Object],Convert Blog Traffic to Leads,[object Object],Measure Blog Success,[object Object]
Metric #1: Conversions from Traffic to Leads and Sales,[object Object]
Metric #2: Subscriptions,[object Object]
Metric #3: Pageviews,[object Object],Great for media sites selling display advertising,[object Object],Potential problems for your business:,[object Object],Doesn’t measure RSS,[object Object],Weak measure of engagement,[object Object],What’s the business value of a “view”?,[object Object]
Metric #4: Comments,[object Object],Quantitatively, a good indicator of engagement,[object Object],Qualitatively, a great way to listen to market,[object Object]
Metric #5: Inbound Links,[object Object],Measure the SEO impact of your blog,[object Object],An indicator of your blog’s role in outside conversations,[object Object]
41,[object Object],Beyond the Blog, Measure Total Reach,[object Object]
Final Thoughts …,[object Object],42,[object Object]
What is HubSpot?,[object Object],Easy, Integrated Marketing Platform,[object Object],On-Dialog,[object Object],Word,[object Object],Press,[object Object],Drupal,[object Object],Web CEO,[object Object],Eloqua,[object Object],Mktg,[object Object],Profs,[object Object],Radian6,[object Object],Google,[object Object],Lead Lander,[object Object],Manti-core,[object Object],Marketo,[object Object],Web Position,[object Object],Blogger,[object Object],Buzz Metrics,[object Object],Ektron,[object Object],VTrenz,[object Object],Core Metrics,[object Object],Mktg Sherpa,[object Object],HubSpot,[object Object]
Who is HubSpot?,[object Object],[object Object]
Over 3,000 customers

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How to Leverage Blogs (Yours & Others) to Increase Your Search Engine Visibility - HubSpot, Mark Roberge

Notas del editor

  1. Transforming Marketing Outbound Marketing: 2 MIN/4 MIN (build slide)