How to Leverage Blogs (Yours & Others) to Increase Your Search Engine Visibility Content marketing and strategies greatly impact business search rankings. Whether you have staff or a PR agency dedicated to overseeing your content or not, this online marketing session will guide you on the right path, explaining what strategies and tactics work best and why. * Mark Roberge, VP Sales, HubSpot (@markroberge)

1. Online Marketing Summit Dallas, TX | July 19, 2010 How to Leverage Blogs (Yours & Others) to Increase Search Engine Visibility Mark Roberge, HubSpot (@markroberge) #OMSDAL 1

2. 2 Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success

3. Outbound Marketing 800-555-1234 Annoying Salesperson

4. Inbound Marketing

5. Inbound Leads Cost 60% Less Than Outbound Leads Source: survey of hundreds of businesses: HubSpot.com/ROI

6. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com

7. 7 Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success

8. How Do You Get to the Top? History of SEO

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

10. Inbound Marketing One Strategy not Three

11. 11 Two Sides of Optimization On-Page (Context) Off-Page (Authority)

13. Clean URL

14. Headers

16. The New Marketplace Head Popularity Long Tail Keywords The Long Tail

17. Lessons from 2,084,563websites SEO Tips from Website Grader

18. More Content, Better Content = Links Source: Data from selected websites using www.WebsiteGrader.com

19. Blogging Means More Inbound Links Source: Data from over 1,500 businesses - http://hub.tm/BlogROI 17

20. More Visitors Source: Data from over 1,500 businesses - http://hub.tm/BlogROI 18

21. DISCUSSION QUESTION What are the best ways to incorporate the rules of SEO into your blogging strategy?

22. Incorporating SEO in Your Blogging Strategy Use keyword tool to drive blog topic selection Configure blog with On-Page SEO in mind Include target long tail keywords in blog article titles Think of blog articles as link bait Think of blog articles as an army of sales people working for you forever

23. 21 Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success

26. DISCUSSION QUESTION How often should you blog?

27. Frequency of Blog Articles on HubSpot Blog Multiple Blog Post per Day Sustains Yield 25

28. 26 Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success

29. 27 Distribute Your Content

31. Talk about your product features

33. Promote other good content

34. Get your subject matter experts involved28

35. Focus Participation on Digital Influencers Find influencers using twitter.grader.com 29

36. 30 Blogging Increases Twitter Reach by 75% Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

37. 31 Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success

38. Blogs and Social Media arefor Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI

39. 33 How Does HubSpot Convert Visitors?

40. 34 Quality Content Behind Forms

41. 35 Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success

42. Metric #1: Conversions from Traffic to Leads and Sales

43. Metric #2: Subscriptions

44. Metric #3: Pageviews Great for media sites selling display advertising Potential problems for your business: Doesn’t measure RSS Weak measure of engagement What’s the business value of a “view”?

45. Metric #4: Comments Quantitatively, a good indicator of engagement Qualitatively, a great way to listen to market

46. Metric #5: Inbound Links Measure the SEO impact of your blog An indicator of your blog’s role in outside conversations

47. 41 Beyond the Blog, Measure Total Reach

48. Final Thoughts … 42

49. What is HubSpot? Easy, Integrated Marketing Platform On-Dialog Word Press Drupal Web CEO Eloqua Mktg Profs Radian6 Google Lead Lander Manti-core Marketo Web Position Blogger Buzz Metrics Ektron VTrenz Core Metrics Mktg Sherpa HubSpot

51. Over 3,000 customers

53. 46 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit

55. Link Grader

57. Blog Analytics

58. Social Media Monitoring

60. Lead Intelligence

61. Lead Alerts

64. Optimize resource allocation to maximize sales