Website Optimization Tips - Dreamforce 2010 - Salesforce.com
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Mike Volpe's presentation at Dreamforce 2010 offers website optimization tips based on data from over 3 million websites. Key advice includes creating buyer personas to drive content, preferring publishing over advertising, and improving SEO with keyword-rich titles and high-quality content. Emphasizing a shift from marketing to publishing and socializing, Volpe underlines the need for integrated tools and user-friendly resources for marketers.
Website Optimization Tips - Dreamforce 2010 - Salesforce.com
- 1. Dreamforce 2010:Website OptimizationTipsMike VolpeVP Marketing at HubSpotTwitter.com / mvolpemvolpe@hubspot.com
- 3. Don’t make me do marketing!Just up our AdWords limit...
- 7. Website Tips Based on Real DataLessons from 3,074,020 websiteswww.WebsiteGrader.com
- 8. Tip #1:Buyer Persona Drives Content
- 9. Title: “Director/VP of Marketing”Company has 50-500 employeesExpert at “outbound marketing”, 15+ years experienceWorries about “brand presence” (colors, logo, fonts)Website built for $25K with firm, uses Salesforce.comUses the web for:Photo sharing of kids with friends (Shutterfly, NOT Flickr)Email (Outlook for work, web based for home)Research / news (web, email subscriptions, NOT RSS)LinkedIn (~100 connections, a couple groups), Facebook (personal only)Personal:42 years old, married, 2 kids (10 and 6)A little scared of “technology”Enjoys travel, drives an SUV, likes her iPod Nano (300 songs)Worried kids are meeting bad people on MySpace and in chat roomsWears “appropriate business casual” from Banana Republic and Ann TaylorHubSpot:Wants to learn “inbound marketing”, needs easy to use tools, need integrated tools, needs reports to show CEO, wants life to be easier, doesn’t like to tinkerMeet “Marketing Mary”
- 10. Have You Met Your Personas?Kadientphoto by: David Meerman Scott
- 11. Tips for Buyer PersonasUse data, but don’t be a slave to itGet personal and specificThe perfect is the enemy of the goodSocialize it company wide
- 13. Publish vs. AdvertisePeople ignore ads.0.2% Click Through RateBe the content, not theads around the content.
- 15. Blogging Attracts More Visitors
- 16. 79% morefollowers for companiesthat also have a blogSource: Data from over 2,000 businesses - http://bit.ly/a6SrWh
- 17. Tips for Publishing (Blogging)Title should be keyword richImage in every articleUse both email and RSS subscriptionCTA in every article
- 18. Tips for Publishing (Blogging)Want more comments?Ask a questionBe controversialLeave part of the issue untouchedNeed article ideas?Check email sent itemsCustomer service inquiriesFAQs salespeople receiveAsk your readers
- 19. Tips for Publishing (Blogging)Engage the whole companyContests and public praiseSupport from executivesBuild into employee goalsGet everyone addicted
- 20. Tip #3:Make Google Happy
- 21. SEO from 2000 to 2011Ranking Algorithm:f(n): Context + Authority
- 22. Keyword Selection“Cosmetic Dentist”vs “Prosthodontist”https://adwords.google.com/select/KeywordToolExternal
- 23. On-Page SEO Essentials Page Title
- 24. Clean URL
- 25. Headers & Content
- 26. DescriptionAttractive to Humans and Crawlerswww.seo-browser.com
- 27. Authority is Determined by Links
- 28. 97% more links(for better rankings)for companiesthat have a blogSource: Data from over 1,500 small businesses - http://hub.tm/BlogROI
- 29. A Few Links Go a Long Way85% of web pages have less than 7 inbound linksSource: SEOMoz.org
- 30. Where is Search Going?
- 31. Coming to SEO: Likes = Links= =
- 32. Tips for SEOUse keywords and language your buyer persona usesFocus on great content more than technical tweaksTrain all content creators on SEO
- 33. Advice for the road ahead…
- 34. Stop thinking like amarketer or advertiser.
- 35. Start thinking like apublisher and socializer.
- 36. More: Details, Tips, Case StudiesInbound Marketing:Get Found using Google, Social Media and BlogsTop 20Web MarketingBook on AmazonInboundBook.com
- 37. Thank YouMike VolpeVP Marketing at HubSpotTwitter.com / mvolpemvolpe@hubspot.com
Editor's Notes
- #3: Google AdWords and other paid advertising is a drug for marketers. It is expensive, makes you feel good, but then the feeling goes away and you need to pay again to feel good (get more leads).
- #4: This leads to LMS – Lazy Marketing Syndrome, where you don’t focus on building long term assets for your company and instead just keep raising the limit on your credit card.
- #5: Renting leads from other people (buying advertising) is not a long term strategy for lead generation. Renting is OK for experiments, and for transitions, and for testing. But it should not be the centerpiece of your long term strategy.
- #6: Instead, think about building a long term asset, just like the machinery in a factory. Build tools that will attract leads at a low cost while you sleep, and without additional cost per lead.
- #7: Examples of outbound marketing, or rented marketing are all different forms of advertising that do not help you build an asset that your company owns and controls. Inbound marketing helps you build assets that attract leads to your company at a low cost over time.