Transcript Inbound Links

SEO & Inbound Marketing
Highland Capital – Marketing 2.0 - November 2009
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Marketing is Changing
1950 - 2000
2000 - 2050
Outbound Marketing is Harder
800-555-1234
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…
www.HubSpot.com/ROI
Budget vs. Brains
Flickr: Refracted Moments
Flickr: Gaetoan Lee
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.
Flickr: Extra Medium
Flickr: Simonstarr
On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
Attractive to Whom? (Context)
www.seo-browser.com
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: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
More + Better Content = More Links
Publish Everything
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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
Link-Worthy & Share-Worthy
Over 1,200
inbound links to
one blog article.
1,000’s of Tweets about report - Twitter drove 30% of traffic
What Gets Shared or Linked?
Rarely
Shared
• Product info
• Free trials
• Software documentation
Frequently
Shared
• New data
• Funny videos
• Top-notch blog posts
Target the Linkerati
Experts on Linkbuilding
Experts on Linkbuilding
Experts on Linkbuilding
Experts on Linkbuilding
Where is Search Going?
Where is Search Going?
Thank You / Q&A
Download Slides:
www.MikeVolpe.com/Highland
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Next Steps
• Read the “Inbound Marketing” book
www.InboundBook.com
• Grade your website:
www.WebsiteGrader.com
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.com
Appendix
http://www.youtube.com/watch?v=Q3yCB7AvvAk
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
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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
Get the whole team engaged
Don’t know ahead of time
which topics will strike a chord
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.