HubSpot User Group - Brisbane - September 2015
Transcript of HubSpot User Group - Brisbane - September 2015
![Page 1: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/1.jpg)
Content and SEO:Attracting the Right Audience to your Website
MK Getler, HubSpot
![Page 2: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/2.jpg)
@mkgetler | #BrisHug
MKGETLERinbound marketing
consultant
![Page 3: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/3.jpg)
Number of search queries on Google every second.
40,000
![Page 4: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/4.jpg)
3.5 BillionNumber of search queries on
Google every day.
![Page 5: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/5.jpg)
1.2 TrillionNumber of search queries on
Google every year.
![Page 6: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/6.jpg)
#INBOUND14
16 - 20%Of queries searched on Google have never been asked before.- Internet Live Statistics
![Page 7: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/7.jpg)
The buyer is in control.
![Page 8: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/8.jpg)
#INBOUND14
72%Of marketers globally have indicated that relevant content creation is the most effective SEO tactic.- Marketing Charts
![Page 9: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/9.jpg)
Relevant content creation is the second most difficult SEO tactic.
![Page 10: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/10.jpg)
Relevant link building is the most difficult SEO tactic.
![Page 11: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/11.jpg)
![Page 12: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/12.jpg)
![Page 13: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/13.jpg)
SO WHERE DO I START?
![Page 14: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/14.jpg)
Solve for both the human and the variables of search.
![Page 15: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/15.jpg)
PERSONAS: a semi-fictional representation of your ideal customer based on market research and real data about your existing customers
![Page 16: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/16.jpg)
GoalsChallengesMeasurements of Success
![Page 17: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/17.jpg)
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
![Page 18: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/18.jpg)
![Page 19: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/19.jpg)
Keywords Tool
![Page 20: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/20.jpg)
![Page 21: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/21.jpg)
experiment.Pick your battles.
![Page 22: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/22.jpg)
![Page 23: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/23.jpg)
![Page 24: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/24.jpg)
![Page 25: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/25.jpg)
Need a little help?
![Page 26: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/26.jpg)
Need a little more help?
Keyword Suggestio
ns
![Page 27: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/27.jpg)
![Page 28: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/28.jpg)
Modern marketing leaders findanalysis-driven decision making JUST as important as creativity.
![Page 29: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/29.jpg)
KeywordRanking
![Page 30: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/30.jpg)
Competitor Ranking
![Page 31: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/31.jpg)
Page Performance Tool
![Page 32: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/32.jpg)
SEO View
![Page 33: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/33.jpg)
websitegrader.com
![Page 34: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/34.jpg)
Attract Convert Close
![Page 35: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/35.jpg)
HubSpot
Customer/
Evangelist
![Page 36: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/36.jpg)
SO WHAT DO I DO NEXT?
![Page 37: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/37.jpg)
Build your BuyerPersona(s)
![Page 38: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/38.jpg)
RESEARCHBuild your list of
targeted keywords.
![Page 39: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/39.jpg)
OPTIMIZECurrent content for both humans
and search engines.
![Page 40: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/40.jpg)
PLANThe content you need to create.
![Page 41: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/41.jpg)
EXECUTEPublish content frequently and
consistently.
![Page 42: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/42.jpg)
ANALYZERegularly monitor your
performance on keyword ranking and
organic search traffic.
![Page 43: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/43.jpg)
QUESTIONS?
![Page 44: HubSpot User Group - Brisbane - September 2015](https://reader035.fdocuments.us/reader035/viewer/2022062904/58899dd01a28ab330e8b791d/html5/thumbnails/44.jpg)
THANK YOU