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Website Optimization
TipsMike Volpe
VP Marketing at HubSpot
Twitter.com / mvolpe
Dreamforce 2010:
Don’t make me do marketing!Just up our AdWords limit...
Renting / Outbound Building / Inbound
Advertising Blogging
Conferences / Events SEO
Paid Search / PPC Free Tools
Email List Rentals Social Media
Cold Calling Opt-In Email Lists
Website Tips Based on Real Data
Lessons from 3,074,020 websites
www.WebsiteGrader.com
Tip #1:
Buyer Persona Drives
Content
• Title: “Director/VP of Marketing”• Company has 50-500 employees• Expert at “outbound marketing”, 15+ years experience• Worries about “brand presence” (colors, logo, fonts)• Website built for $25K with firm, uses Salesforce.com
• Uses the web for:• Photo sharing of kids with friends (Shutterfly, NOT Flickr)• Email (Outlook for work, web based for home)• Research / news (web, email subscriptions, NOT RSS)• LinkedIn (~100 connections, a couple groups), Facebook (personal only)
• Personal:• 42 years old, married, 2 kids (10 and 6)• A little scared of “technology”• Enjoys travel, drives an SUV, likes her iPod Nano (300 songs)• Worried kids are meeting bad people on MySpace and in chat rooms• Wears “appropriate business casual” from Banana Republic and Ann Taylor
• HubSpot:• Wants to learn “inbound marketing”, needs easy to use tools, need integrated
tools, needs reports to show CEO, wants life to be easier, doesn’t like to tinker
Meet “Marketing Mary”
Have You Met Your Personas?
Kadient photo by: David Meerman Scott
Tips for Buyer Personas
• Use data, but don’t be a slave to it
• Get personal and specific
• The perfect is the enemy of the good
• Socialize it company wide
Tip #2:
Publish,Don’t
Advertise
Publish vs. Advertise
People ignore ads.0.2% Click Through Rate
Be the content, not theads around the content.
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Blogging Attracts More Visitors
79% morefollowers for companies
that also have a blog
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Tips for Publishing (Blogging)
• Title should be keyword rich
• Image in every article
• Use both email and RSS subscription
• CTA in every article
Tips for Publishing (Blogging)
• Want more comments?• Ask a question• Be controversial• Leave part of the issue untouched
• Need article ideas?• Check email sent items• Customer service inquiries• FAQs salespeople receive• Ask your readers
Tips for Publishing (Blogging)
• Engage the whole company• Contests and public praise• Support from executives• Build into employee goals• Get everyone addicted
Tip #3:
Make Google Happy
SEO from 2000 to 2011
Ranking Algorithm:f(n): Context + Authority
Keyword Selection
“Cosmetic Dentist”vs
“Prosthodontist”
https://adwords.google.com/select/KeywordToolExternal
On-Page SEO Essentials
• Page Title
• Clean URL
• Headers & Content
• Description
Attractive to Humans and Crawlers
www.seo-browser.com
Authority is Determined by Links
97% more links(for better rankings)
for companiesthat have a blog
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
A Few Links Go a Long Way
Source: SEOMoz.org
85% of web pages have less than 7
inbound links
Where is Search Going?
Coming to SEO: Likes = Links
= =
Tips for SEO
• Use keywords and language your buyer persona uses
• Focus on great content more than technical tweaks
• Train all content creators on SEO
Advice for the road ahead…
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and
socializer.
More: Details, Tips, Case Studies
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 20Web Marketing
Book on Amazon
InboundBook.com
