Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA 2009

Search Engine Optimization (SEO) 101PRSA Travel and Tourism Annual ConferenceMay 6, 2009

Mike VolpeVP Marketing @H bSpotVP Marketing @HubSpotTwitter: @mvolpe

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalespersonp

The Bad News…

4

The Good News…

5

Inbound Marketing

Blog SEO Social Mediag

Threat and Opportunity

1950 - 2000 2000 - 2050

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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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SEO

O P Off POn-Page Off-Page

On-Page SEO

• Page Title

• Clean URL

• Headers & Content

• Description

Attractive: Humans vs. Google

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www.seo-browser.com

SEO Competition for Your Brand

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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

Comparative SEO Data

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How Many Tickets Do You Have?

What to Publish?

• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases• Anything• Anything…

Where to Publish?

Promote Your Content to Get Links

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

http://PressRelease.Grader.com

SEO Measurement

FlickrFlickr: : noblelgnnoblenoblelgnnoble

Website Grader

SEO Rankings

Traffic, Leads and CustomersVisitors from SEO

Visitors Leads CustomersSEO 5,289 754 12

Blogging 834 72 3gg g

Social Media 511 28 1

Case Study: Reynolds Golf Academy

••

The Results

BlogSubscribers

Site Visitors& L d& Leads

Thank You!PRSA Travel and Tourism ConferenceMay 6, 2009

www.HubSpot.com/free-trialwww Grader com (Press Release Grader)

Mike VolpeH bSpot VP Marketing

www.Grader.com (Press Release Grader)

HubSpot VP MarketingTwitter: @mvolpe