seo and social search for lead generation
TRANSCRIPT
![Page 1: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/1.jpg)
SEO & Social Search
for Lead Generation
Mike Volpe
VP Marketing, HubSpot
Twitter: @mvolpe
![Page 2: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/2.jpg)
Marketing is Changing
1950 - 2000 2000 - 2050
![Page 3: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/3.jpg)
Outbound Marketing
![Page 4: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/4.jpg)
Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
![Page 5: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/5.jpg)
The Good News…
Inbound Marketing:Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
![Page 6: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/6.jpg)
The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
![Page 7: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/7.jpg)
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
![Page 8: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/8.jpg)
“If you have more money than
brains, use outbound marketing.
If you have more brains than
money, use inbound marketing”
-- Guy Kawasaki
![Page 9: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/9.jpg)
Inbound Marketing Process
Create
Optimize
Promote
Convert
Analyze
![Page 10: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/10.jpg)
Where is Search Going?
![Page 11: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/11.jpg)
Where is Search Going?
![Page 12: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/12.jpg)
What Does SEO Rank Mean?
“SEO rank is now
a meaningless metric.”
-- Mike Volpe (@mvolpe)
![Page 13: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/13.jpg)
What Does SEO Rank Mean?
At any one time you rank #1 or
#8 or #40 based on who is
searching, where they search,
and what is happening.
![Page 14: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/14.jpg)
HOLY CRAP
![Page 15: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/15.jpg)
“What the hell do I do?”
-- You
![Page 16: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/16.jpg)
“Pay attention to the webinar.”http://www.hubspot.com/marketing-webinars/how-to-use-seo-and-social-search-for-lead-generation-webinar/
-- Mike Volpe (@mvolpe)
![Page 17: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/17.jpg)
SEO Tips from Website Grader
Lessons from 2,341,786 websites
![Page 18: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/18.jpg)
Timeline of SEO
Time Period Ranking Algorithm
Before 2000 • Context (web page content)
2000 to 2010• Context
• Authority (links)
2010 and Beyond• Context
• Authority
• Personalization (social media and
personal info)
![Page 19: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/19.jpg)
SEO Before 2000
Ranking Algorithm:f(n): Context
![Page 20: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/20.jpg)
Which Page Gets #1 Ranking?
Search: “business software”
Result: HubSpot.com = #1HubSpot has stuffed all the metadata and text
fields with lots of keyword phrases, including
“business software”, “business”, etc.
vs.
![Page 21: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/21.jpg)
On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
![Page 22: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/22.jpg)
Keywords & The Prosthodontist
Image: http://www.thehumorousimage.com/
“Cosmetic Dentist”
vs
“Prosthodontist”
![Page 23: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/23.jpg)
Attractive to Whom? (Context)
www.seo-browser.com
![Page 24: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/24.jpg)
What Does SEO Rank Mean?
“Website traffic is meaningless
unless it converts into leads.”
-- Mike Volpe (@mvolpe)
![Page 25: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/25.jpg)
No Call to Action
![Page 26: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/26.jpg)
Good Homepage Call to Action
![Page 27: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/27.jpg)
Offer – WIIFM?
![Page 28: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/28.jpg)
Offer – WIIFM?
![Page 29: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/29.jpg)
Landing Pages Convert
![Page 30: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/30.jpg)
Pre-2000 SEO Tips
• Use lots of keywords everywhere you
think keywords can be used as
keywords raising keyword density
with more keywords…
• Make pages easy for search spiders
to crawl
• Use calls to action and landing pages
to convert leads
• These tips are still somewhat relevant
![Page 31: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/31.jpg)
SEO from 2000 to 2010
Ranking Algorithm:f(n): Context + Authority
![Page 32: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/32.jpg)
Which Page Gets #1 Ranking?
Search: “business software”
Result: Salesforce.com = #1Salesforce.com has more links and authority
since it is a larger company and has been around
longer.
vs.
![Page 33: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/33.jpg)
Authority is Determined by Links
![Page 34: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/34.jpg)
Why Links are Votes to Google
• Recommendations from friends1. “I know HubSpot”
2. “HubSpot is a marketing expert”
3. You trust the person saying this
• Links are online recommendations1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
![Page 35: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/35.jpg)
More + Better Content = Links
![Page 36: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/36.jpg)
Content is Useless w/o Links
![Page 37: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/37.jpg)
Publish Everything
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
![Page 38: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/38.jpg)
Publish Everywhere
![Page 39: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/39.jpg)
What Gets Shared or Linked?
Rarely
Shared
Frequently
Shared
• Product info
• Free trials
• Software documentation
• New data
• Funny videos
• Top-notch blog posts
![Page 40: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/40.jpg)
1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy
Over 1,200
inbound links to
one blog article.
![Page 41: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/41.jpg)
Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
![Page 42: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/42.jpg)
Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
![Page 43: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/43.jpg)
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
![Page 44: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/44.jpg)
46% of companies who blog
have gotten revenue
because of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
![Page 45: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/45.jpg)
2000 to 2010 SEO Tips
• Use a couple keywords in page titles
and page content and make pages
easy for search spiders to crawl
• Create useful content (blog!) and
promote that content (social & email)
to attract more links
• Use calls to action and landing pages
to convert leads
• These tips are still very relevant
![Page 46: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/46.jpg)
SEO in 2010 and Beyond
Ranking Algorithm:f(n): Context + Authority
+ Social Graph
![Page 47: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/47.jpg)
Which Page Gets #1 Ranking?
Search: “business software”
Result: It depends!It depends on who you are and when you search.
vs.
![Page 48: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/48.jpg)
Which Page Gets #1 Ranking?
Search: “business software” by Mike
who is a member of the “Inbound
Marketers” LinkedIn group and is
friends on Facebook with 3 people that
are fans of HubSpot on Facebook.
Result: HubSpot.com = #1Mike has a connection to HubSpot, making is more
relevant to him.
![Page 49: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/49.jpg)
Which Page Gets #1 Ranking?
Search: “business software” by Mary
who follows 30 people on Twitter who
follow Salesforce on Twitter and she
has read about CRM on wikipedia.
Result: Salesforce.com = #1Mary likes CRM and her friends seem to like
Salesforce.com, maybe she will too.
![Page 50: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/50.jpg)
Which Page Gets #1 Ranking?
Search: “business software” by Ollie
who is not using Facebook, Twitter or
any social media at all.
Result: HubSpot.com = #1Ollie does not use social media. But people like
him do, and HubSpot has 12,000 Facebook fans,
and Salesforce only has 6,000, so if more people
like HubSpot, maybe Ollie will too.
![Page 51: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/51.jpg)
Which Page Gets #1 Ranking?
Search: “business software” by Ian
who uses Twitter but does not follow
HubSpot or Salesforce on Twitter.
Result: HubSpot.com = #1Ian uses Ollie does not use social media. But
people like him do, and HubSpot has 12,000
Facebook fans, and Salesforce only has 6,000, so
if more people like HubSpot, maybe Ollie will too.
![Page 52: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/52.jpg)
Which Page Gets #1 Ranking?
Search: “business software” by Natalie,
and there has just been a big news
story featuring HubSpot on CNN.com,
and it is a top trending topic on Twitter.
Result: HubSpot.com = #1Salesforce.com is a bigger and better known
company, but something big is happening at
HubSpot right now, so Natalie will probably like to
know about that first.
![Page 53: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/53.jpg)
Build Your Reach to Build Authority
Reach Metric HubSpot Salesforce.com
Inbound Links 451,000 78,676
MozRank SEO Authority 1-10 6 6
LinkedIn Group Members 45,000 14,400
LinkedIn Company Followers 458 276
Facebook Fans 11,900 6,500
Twitter Followers 34,000 6,800
Google Buzz Followers 1,000 None
YouTube Views 300,000 400,000
Slideshare Views 375,000 3,000
Twitter Mentions Per Month 34,000 9,500
![Page 54: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/54.jpg)
Content Makes You Interesting
![Page 55: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/55.jpg)
Blogging Drives Social Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
![Page 56: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/56.jpg)
Most Business Blogs Post Weekly
Source: survey of hundreds of businesses: HubSpot.com/ROI
![Page 57: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/57.jpg)
More Blogging Increases Results
Source: survey of hundreds of businesses: HubSpot.com/ROI
![Page 58: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/58.jpg)
Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
![Page 59: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/59.jpg)
Build Network - Keyword Search
![Page 60: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/60.jpg)
Search.Twitter.com
![Page 63: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/63.jpg)
All Your Employees Are Marketers
![Page 64: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/64.jpg)
Empower Employees by Sharing Info
![Page 65: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/65.jpg)
SEO Tips for 2010 and Beyond
• Optimize your content
• Attract links to your content
• Publish more content, more often
• Be active in social media, often
• Build large networks of relevant and
engaged followers in social media
• Use calls to action and landing pages
to convert leads
![Page 66: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/66.jpg)
Suggested Next Steps
The Basics:
• Read the “Inbound Marketing” Book
• Grade your website:
www.WebsiteGrader.com
More Advanced:
• Tips for Twitter, Facebook, LinkedIn:
• www.HubSpot.com/marketing-hubs
![Page 67: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/67.jpg)
Inbound Marketing Summary
Optimize
Promote
Create
Convert
![Page 68: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/68.jpg)
Try HubSpot for FREE:
www.HubSpot.com/free-trial
![Page 69: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/69.jpg)
How to Put All the Pieces Together?
d.j.k. on flickr
![Page 70: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/70.jpg)
HubSpot Puts the Pieces Together
![Page 71: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/71.jpg)
What’s HubSpot?
• All-in-one Marketing Software
• Over 2,600 customers in 3 years
• 140+ employees, lots of MIT grads
![Page 72: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/72.jpg)
Blog & Social Media
• Business Blog
Software
• Blog Analytics
• Social Media
Monitoring
• Social Media
Publishing
![Page 73: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/73.jpg)
Search Optimization
• Keyword Grader
• Link Grader
• Page Grader
![Page 74: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/74.jpg)
Email Marketing & Lead Nurturing
• Email Marketing
• Lead Nurturing
![Page 75: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/75.jpg)
Lead Generation
• Landing Pages
• Lead Intelligence
• Lead Alerts
• Visitor Profiling
![Page 76: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/76.jpg)
Competitor Tracking
![Page 77: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/77.jpg)
Marketing Analytics
• Assess the effectiveness of your marketing on a
campaign-by-campaign level
• Optimize resource allocation to maximize sales
![Page 78: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/78.jpg)
Proven ROI by 2,600+ Customers
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI
![Page 79: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/79.jpg)
Try HubSpot for FREE:
www.HubSpot.com/free-trial
![Page 80: SEO and Social Search for Lead Generation](https://reader033.vdocument.in/reader033/viewer/2022042717/55d4fc8abb61ebaa528b4643/html5/thumbnails/80.jpg)
Q & A
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Free Trial: www.HubSpot.com/free-trial