SEO & Inbound Marketing Highland Capital – Marketing November 2009 Mike Volpe VP

Marketing is Changing

Outbound Marketing is Harder Annoying Salesperson

The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs #4 Marketing Book on Amazon InboundBook.com

The Great News…

Budget vs. Brains

SEO Tips from Website Grader Lessons from 1,785,235 websites

Google is Judge, Jury and Executioner

SEO = Context and Authority Ranking Algorithm: f(n): Context + Authority

Pick Your Keyword Battles (Context) vs.

On-Page SEO (Context) Page Title Clean URL Headers & Content Description

Attractive to Whom? (Context)

Authority is Determined by Links

Why Links are Votes to Google Recommendations from friends 1. “I know HubSpot” 2. “HubSpot is a marketing expert” 3. You trust the person saying this Links are online recommendations 1.A link: 2.Anchor text: Internet MarketingInternet Marketing 3.Link is from a trusted website

More + Better Content = More Links

Publish Everything Blog Podcast Videos Photos Presentations eBooks News Releases

More Advanced SEO Tactics …completely stolen from Rand Fishkin at SEOmoz.org

Ideal Link Structure and Authority

Link Structure in Practice

Content is Useless w/o Attracting Links

Leverage Emotions the Make Us Link

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.

What Gets Shared or Linked? Rarely Shared Frequently Shared Product info Free trials Software documentation New data Funny videos Top-notch blog posts

Target the Linkerati

Experts on Linkbuilding

Where is Search Going?

Thank You / Q&A Download Slides: Mike Volpe VP

Next Steps Read the “Inbound Marketing” book Grade your website:

Additional Resources SEOMoz Ranking Report Facebook Marketing eBook Twitter Marketing eBook Social Media Marketing Kit Blog:

Appendix

What’s HubSpot? Marketing software for SMBs Over 1,800 customers in 3 years 100+ employees, lots of MIT grads

Case Study: Cilk Arts, Inc. Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors. Our Goal: Own a multicore programming standard Cilk++ Runtime on every processor Cilk++ used by all C/C++ multi-coders [Update: Cilk Arts acquired by Intel in July]

Cilk Arts Go To Market Approach Open source business model “You share / we share” public license Low-touch, low-cost sales model Broad awareness, trial, adoption Big bet on Inbound Marketing No sales people Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach Blog as primary marketing vehicle Entire team contributed (~1 post per week) Helped us engage with the developers we hoped to serve; understand what content they’re interested in

Results for Cilk Arts Reached over 100,000 developers Traffic and awareness matched or exceeded competitors Adoption at >250 universities worldwide >6,200 inbound links >3,000 leads Blog posts boosted search engine rankings for key terms

Don’t know ahead of time which topics will strike a chord Get the whole team engaged Don’t obsess over # of comments Links drove our search engine rank

Metrics: Visits, Sources, Links Inbound Links

Recommendations from Cilk Arts Get your whole organization engaged in contributing content A small, dedicated team can drive some real traffic and interest If no serious commitment, blog will fail Be real, be genuine Let your personality come out Build an editorial calendar with a broad set of interesting, valuable content Target the key personas you care about You’ll discover which topics are worth investing more in Invite guests to contribute Leverage content in many ways Blog, e-Books, Tutorials, etc. Consumable via YouTube, SlideShare, social media sites, etc.