Content and SEO:Attracting the Right Audience to your Website

MK Getler, HubSpot

@mkgetler | #BrisHug

MKGETLERinbound marketing

consultant

Number of search queries on Google every second.

40,000

3.5 BillionNumber of search queries on

Google every day.

1.2 TrillionNumber of search queries on

Google every year.

#INBOUND14

16 - 20%Of queries searched on Google have never been asked before.- Internet Live Statistics

The buyer is in control.

#INBOUND14

72%Of marketers globally have indicated that relevant content creation is the most effective SEO tactic.- Marketing Charts

Relevant content creation is the second most difficult SEO tactic.

Relevant link building is the most difficult SEO tactic.

SO WHERE DO I START?

Solve for both the human and the variables of search.

PERSONAS: a semi-fictional representation of your ideal customer based on market research and real data about your existing customers

GoalsChallengesMeasurements of Success

Marketer Mary

Business Size: 25-2000 employeesJob Title: VP, Director, Manager

Goals:• Generate leads and support sales with collateral• Manage company communications• Build awareness for the company

Challenges:• Too much to do! Mary is a busy lady.• Not sure how to get there. • Marketing tool and channel chaotic and disorganized.

Measuring Success:• Traffic, Leads, Registrants• Boss's Gut Check• Campaign Effectiveness

WHY MARY LOVES HUBSPOT:Learn Inbound Marketing

Easy to use tools that make her life easierEasier reporting to sales and CEO

Keywords Tool

experiment.Pick your battles.

Need a little help?

Need a little more help?

Keyword Suggestio

ns

Modern marketing leaders findanalysis-driven decision making JUST as important as creativity.

KeywordRanking

Competitor Ranking

Page Performance Tool

SEO View

websitegrader.com

Attract Convert Close

HubSpot

Customer/

Evangelist

SO WHAT DO I DO NEXT?

Build your BuyerPersona(s)

RESEARCHBuild your list of

targeted keywords.

OPTIMIZECurrent content for both humans

and search engines.

PLANThe content you need to create.

EXECUTEPublish content frequently and

consistently.

ANALYZERegularly monitor your

performance on keyword ranking and

organic search traffic.

QUESTIONS?

THANK YOU