inbound marketing and seo for travel and tourism public relations (pr) - prsa 2009
TRANSCRIPT
Search Engine Optimization (SEO) 101PRSA Travel and Tourism Annual ConferenceMay 6, 2009
Mike VolpeVP Marketing @H bSpotVP Marketing @HubSpotTwitter: @mvolpe
Budget vs. Brains
FlickrFlickr: Refracted Moments: Refracted Moments FlickrFlickr: : GaetoanGaetoan LeeLee
Inbound Marketing
Process ToolsGet Found• Publish• Promote
Get Found• Content Mgmt• Blogging
Get Found• Optimize • Social Media
• SEO• Analytics
C tConvert• Test
Convert• Offers / CTAs
Convert• Target• Nurture
• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics
Search Engine Optimization
3,000 searches per second• Publish more content• Optimize your content• Promote your content
Organic Search is Best
Free
More trafficPay Per Click – 25% of Clicks
Smarter peopleOrganic Results
Smarter people
L l ti
75% of clicks
Longer lasting
Source: Marketing Sherpa and Enquiro Research
Pick Your Keyword Battles
vs.s
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FlickrFlickr: : SimonstarrSimonstarrFlickrFlickr: Extra Medium: Extra Medium
Pick Your Keyword Battles
1. Search volume2. Relevance to your business3 Competition3. Competition
• “marketing”• “internet marketing”g• “internet marketing software startup
founded 2006 in cambridge, ma”founded 2006 in cambridge, ma
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Off-Page SEO
• Recommendations from friends1 “I know HubSpot”1. I know HubSpot2. “HubSpot is a marketing expert”3 You trust the person saying this3. You trust the person saying this
• Links are online recommendations• Links are online recommendations1. A link: www.HubSpot.com2 Anchor text: Internet Marketing2. Anchor text: Internet Marketing3. Link is from a trusted website
What to Publish?
• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases• Anything• Anything…
What is the role of PR in SEO?
Get more links for yourGet more links for your client by creating and
promoting content.
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www.HubSpot.com www.WebsiteGrader.comPage Title: “Internet Marketing Software | HubSpot”
Page Title: “Website Grader SEO Tool”
HubSpot
Links in News Releases
1. Use keywords as anchor text2. Also have full URL link3 Match keywords to SEO of target page3. Match keywords to SEO of target page4. Link in first 100-200 words5. Be wary of links to other websites6 Remember the other 99% of your6. Remember the other 99% of your
website besides your home page
Links from PR
Links from major media jand top blogs are 100
times better than newstimes better than news release links.
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Post News Release in Blog Format
• Post on yourPost on your website – use blogRSS F d• RSS Feed
• Subscribe by Emaily• Tags
A t ti A hi• Automatic Archive• Publish RSS Titles
on Homepage, etc.
Wire Service Tips
1. Verify you can use anchor text links (diff t li k t t i h l )(different link text in each release)
2. Use lowest price / distribution (online distribution does not change)distribution does not change)
3. Multimedia / SMNR limits your syndication so use sparinglysyndication, so use sparingly
Traffic, Leads and CustomersVisitors from SEO
Visitors Leads CustomersSEO 5,289 754 12
Blogging 834 72 3gg g
Social Media 511 28 1