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Search Engine Optimization (SEO) 101
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
PRSA Travel and Tourism Annual ConferenceMay 6, 2009
Inbound Marketing
Convert
Get Found
Get Found
• Publish
• Promote
• Optimize
Convert
• Test
• Target
• Nurture
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
• Analytics
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
Search Engine Optimization
3,000 searches per second• Publish more content• Optimize your content• Promote your content
Organic Search is Best
Free
More traffic
Smarter people
Longer lasting
Organic Results
75% of clicks
Pay Per Click – 25% of Clicks
Source: Marketing Sherpa and Enquiro Research
Pick Your Keyword Battles
1. Search volume
2. Relevance to your business
3. Competition
• “marketing”
• “internet marketing”
• “internet marketing software startup founded 2006 in cambridge, ma”
13
Off-Page SEO
• Recommendations from friends1. “I know HubSpot”2. “HubSpot is a marketing expert”3. You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website
What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
• Anything…
Page Title: “Internet Marketing Software | HubSpot”
www.HubSpot.com
Page Title: “Website Grader SEO Tool”
www.WebsiteGrader.com
Links in News Releases
1. Use keywords as anchor text
2. Also have full URL link
3. Match keywords to SEO of target page
4. Link in first 100-200 words
5. Be wary of links to other websites
6. Remember the other 99% of your website besides your home page
Post News Release in Blog Format
• Post on your website – use blog
• RSS Feed
• Subscribe by Email
• Tags
• Automatic Archive
• Publish RSS Titles on Homepage, etc.
Wire Service Tips
1. Verify you can use anchor text links (different link text in each release)
2. Use lowest price / distribution (online distribution does not change)
3. Multimedia / SMNR limits your syndication, so use sparingly
Traffic, Leads and Customers
Visitors Leads Customers
SEO 5,289 754 12
Blogging 834 72 3
Social Media 511 28 1
Visitors from SEO