1. SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

2. Marketing is Changing 1950 - 20002000 - 2050

3. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson

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

5. The Great News… www.HubSpot.com/ROI

6. Budget vs. Brains

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

8. Google is Judge, Jury and Executioner

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

10. Pick Your Keyword Battles (Context) vs.

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

12. Attractive to Whom? (Context) www.seo-browser.com

13. Authority is Determined by Links

14. 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: www.HubSpot.comwww.HubSpot.com 2.Anchor text: Internet MarketingInternet Marketing 3.Link is from a trusted website

15. More + Better Content = More Links

16. Publish Everything Blog Podcast Videos Photos Presentations eBooks News Releases

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

18. Ideal Link Structure and Authority

19. Link Structure in Practice

20. Content is Useless w/o Attracting Links

21. Leverage Emotions the Make Us Link

22. 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.

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

24. Target the Linkerati

25. Experts on Linkbuilding

29. Where is Search Going?

31. Thank You / Q&A Download Slides: www.MikeVolpe.com/Highland Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

32. Next Steps Read the “Inbound Marketing” book www.InboundBook.com www.InboundBook.com Grade your website: www.WebsiteGrader.com www.WebsiteGrader.com

33. Additional Resources SEOMoz Ranking Report http://www.seomoz.org/article/search-ranking-factors Facebook Marketing eBook http://www.hubspot.com/facebook-for-business-marketing-hub/ Twitter Marketing eBook http://www.hubspot.com/twitter-marketing-hub/ Social Media Marketing Kit http://www.hubspot.com/social-media-marketing-kit Blog: http://Blog.HubSpot.comhttp://Blog.HubSpot.com

34. Appendix

35. http://www.youtube.com/watch?v=Q3yCB7AvvAk

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

37. 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]

38. 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

39. 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

40. 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

41. Metrics: Visits, Sources, Links Inbound Links

42. 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.