website optimization tips - cdn1.hubspot.net · website optimization tips mike volpe cmo @ hubspot...
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![Page 1: Website Optimization Tips - cdn1.hubspot.net · Website Optimization Tips Mike Volpe CMO @ HubSpot #OptimizeWS . I’m Mike Volpe. Nice to meet you. @mvolpe #OptimizeWS 700,000 Inbound](https://reader035.vdocuments.us/reader035/viewer/2022062920/5f01ff9e7e708231d4021309/html5/thumbnails/1.jpg)
Website Optimization Tips
Mike Volpe CMO @ HubSpot #OptimizeWS
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I’m Mike Volpe. Nice to meet you. @mvolpe #OptimizeWS
700,000 Inbound Leads
120,000 Twitter
Followers
Top 10 Blog
5,000 Customers
3.7 million Free
Users 1,500,000 Slideshare
Views CMO @ HubSpot
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IT’S TIME TO RETHINK MARKETING
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Inbound
marketing is a fundamental shift in how we relate to
potential customers
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RECYCLE/TRASH
SAY ‘DO NOT CALL’
SKIP ADS
UNSUBSCRIBE
STOP PUSHING advertising messages in the hopes that one will get through.
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START ATTRACTING leads through relevant, useful, easy-to-find
content when they need it.
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STOP FORCING leads through your decision process.
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START RESPONDING to how they make
decisions.
Readiness to buy…
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PUSH PAID RENT
INTERRUPT INVENTORY
VS.
9
PULL EARNED
OWN ATTRACT ASSET
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Make
marketing people love
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$ $
Inbound Marketing
11
Social Media Marketing
Search Engine Marketing
Content Marketing
Conversion Marketing
Lead Nurturing
Sales Support
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Lessons from 3,706,342
companies
Content
Search
Social
Mobile
1 2 3 4
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CONTENT 1
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Publish vs. Advertise People ignore ads. 0.2% Click Through Rate
Be the content, not the ads around the content.
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Publish Everything
Blog Podcast Videos Photos Presentations eBooks News Releases
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55% more website visitors for companies that blog.
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Tips for Content
Talk about the industry NOT
YOURSELF
Use lots of
DIFFERENT MEDIA
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SEARCH 2
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Context Authority +
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Prostho-dontist
Cosmetic Dentist
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3
2
On-Page SEO Essentials Page Title 1
Headings & Content
Description
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Authority is determined
by links
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Source: SEOMoz.org
7 Links =
Top 15% of all web pages
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FACT
97% Blogs attract
more links.
#OptimizeWS
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Most Linked-To
Words
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Where is Search Going?
Where is search going?
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Context Link Authority +
Social Proof +
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FACT The is
replacing the link.
#OptimizeWS
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3
Use keywords your buyers use
2 Focus on great content more than technical tweaks
3 Train all content creators on SEO basics
Help Me Help You 4
1 Tips for Search
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SOCIAL 3
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% of Companies Acquiring Customers via Social Channels
57% 48% 57% 42%
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Content Makes You Interesting
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Image credit: netzkobold
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Good content gets shared Remarkable
MORE!
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3
Build reach using all your assets
2 Content is what makes you interesting in social media
3 Make it easy for users to share your content
Push the limits to get remarkable content 4
1 Tips for Social
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MOBILE 4
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86% of C-level execs have a smartphone
The majority say it is their
primary communication
tool
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Is your website mobile optimized?
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Is your email mobile optimized?
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Is your email mobile optimized?
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3
Avoid images, tables, columns
2 Formatted text is your friend
3 Use text (not images) for links
Test yours at Website.Grader.com and Email.Grader.com 4
1 Tips for Mobile
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Content
Search
Social
Mobile
Summary
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Mike Volpe
Twitter.com/mvolpe Facebook.com/mvolpe
Linkedin.com/in/mikevolpe [email protected]
www.HubSpot.com
THANK YOU