Inbound marketing : assignment

April 8, 2011

The concepts of SEO and SEM seemed uncertain territory for some students attending my class some time ago when I first introduced them in the context of “online advertising“. As a part of the course’s assignment, I am asking you to view and make notes from the following video. It is a webinar offered by Hubspot. This young but very active web player defines itself as “(…) an inbound marketing system that helps your business get found on the Internet by the right prospects and convert more of those prospects into leads and paying customers.”

Very much in line with LIVErtising, they ensure their relevance not by shouting at you that they are good, but by letting you experience how good they are without saying it. One tool you must integrate into your toolbox is their Website Grader. Another is their Resources section on the site. One of these is the video below.

It is entitled SEO 101 and provides an introduction to Inbound Marketing and SEO. I have broken it down in short sequences for your ease of use. Watch carefully. And do not hesitate to comment here… or on Hubspot’s webspot. I want to add that this is the best introduction I’ve seen to the subject of inbound marketing. Yet, it is a couple of years old and should be qualified here and there. Google has indeed introduced many superficial changes since then, that do not change the general picture at all. But in 2010 Google launched MayDay and Caffeine, and that makes a real change. But this is a story we’ll tell after Easter…

Inbound Marketing Hubspot Webinar Download

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I have made notes/summary about the videos. It can maybe help my classmates to understand those.

Vidéo 1: Hubspot webinar Inbound Marjeting and SEO: Intro

What is SEO? & Why is it important?
Inbound marketing is essential!

OUTbound Marketing: techniques that are very much interruption based or sort of distraction based.
– Inside Sales
– Telemarketing
– Tradeshows
– Seminars
– Print Advertising
– Direct mail/email

These techniques were working in the times when consumers didn’t have as much control over how they were consuming information and people that were doing purchasing for businesses didn’t has much control over how they were researching …. ?
But that’s really change a lot. What changed is the Internet ! People are now able to access these type of information (about product,….) much more easily. They can ask questions, they can go to blogs, they can ho on the social networks and ask their friends for recommendations, for different types of marketing services rather professional services as wel.

And so, what is INbound Marketing now? These are techniques that help prospects who are already interested in what you are selling. Inbound marketing help those prospects to find you.
– Doing SEO
– Pay Per Click Advertising
– Getting involved in a blog or blogosphere
– Using social media and doing some viral Buzz: marketing tactiques for your company.
– Targeted Landing Pages
– Use Marketing Analytics: to really understand what’s going on.
And all that support the process that customers have so much control (you don’t answer you cell phone when you don’t recognize a number, you get spam blockers on your email)….

He corner stone of inbound marketing is SEO (Search engine Optimization).
Why? Because most buyers are starting in Search Engines and the B-to-B especially start on Google.

Vidéo 2: Hubspot Webinar Inbound Marketing and SEO: Natural vs Sponsored Results

Why is Organic search different from PPC and why is Organic Search so much more important ?
Where do people look at the page (google) ad where do they click ? The areas that are dark red, they have more activity ! It is in the “Google Gold Triangle”.

But where are the Pey Per Click advertising ? Less than 25 % of clicks on that results. But, 75% of clicks on the Organic Results !

– The Organic Results are FREE.
– There is MORE TRAFFIC on those Organic Results
– People with a higher education (SMARTER PEOPLE) click on the OR or more often and tend to ignore the PPC ads.
– The OR are also LONGER LASTING

The Pay Per Clicks by Position:
# 1: 7 % of clicks
# 2: 4 % of clicks
# 3-4: 2 % of clicks
# 5-10: 0,5 % of clicks each.

The Organic Clicks by Position:
# 1: 25 % of clicks
# 2: 12 % of clicks
# 3: 8 % of clicks
# 4-10: 3-5 % of clicks each.

Vidéo 3: Hubspot Webinar Inbound Marketing and SEO

SEO – What and Why?
– SEO refers to techniques that help your website rank higher in the organic/natural search results
– This helps more people who are looking for your product or service find you

SEO Basics: How does Google decide?
– On Page Factors ∼ 25 % : thing that are happening on the page of your website. So you have a complete control over !
o Content
– Off Page Factors ∼ 75 % :
o Links (very important to SEO!!)

Black Hat vs. White Hat?
– White Hat = HONEST, trust words
o Producing good content
o People linking to your good content
o Using on-page factors to describe your content

– Black Hat = CHEATING (If you get caught by the SE doing that, you’ll be banned!)
o Buying Links & Reciprocal Links
o Copying content from others
o Anything that seems like cheating

The foundation of SEO really starts with Keywords: are so important because it’s how Search Engines operate or how they work. So picking the right key word is really important to upgrade SEO strategy.

3 Vocabulary words:
A Search Volume: the number of people that are searching on a giving term. The goal is that the Search Volume has to be higher for the keywords that we are tagging. (goal = high)
B Relevance: how important or how relevant that search term is to your business. The general terms (like ‘marketing’ for instance) are also important but a little less relevant because they are more general. And ‘sales’ or ‘business’ are even less relevant. (goal = high)
C Difficulty or Competition: how easy or hard it is going to be to get listed on the first page of Google for a giving search term. (goal = low)

1. Looking for terms that are high search volume
2. Looking for words that are really relevant to our business
3. Low level of difficulties. We want terms to be easier to get found on that first page of Google.

A) Search Volume:
– You want to know how many people search exactly that term per month.
– All data is guestimates
– To get this data: you can use the GoogleTool called “ADWORDS”.
– Other tool: SEObook. Other way to get keywords information.
– HubSpot (not a free tool)

B) Relevance:
– You ant to know how many people who search a term will buy from you.
– Make your own estimates
– Track your results: measure how many people converting into leads and consumers from that search term.
– Compare to PPC ads

C) Difficulty (Competition):
– You want to know your probability of getting to the first page of Google (You should care about the Top10. People go to the 1st page of Google, rarely to the second. If they don’t find information, they will enter another search.)
– Understand the SEO strength of existing Top10 websites
– Page Rank of existing Top10 websites
– AdWords cost
– Number of results (bad idea, it don’t waters with SEO)

Vidéo 4: Hubspot Webinar Inbound Marketing ans SEO Onpage SEO

HTML Overview:
HTML text looks different to a person than to a search engine. = Codes to put some words in “bold” or “italic” or “underlined”.
= Bols
= Italics
– = Heading 1

Visible On Page SEO
Google doesn’t see the page the way we see the webpage. Doesn’t understand backwards, colours, images,… But Google car about;
– Page Title: good keywords on that Page Title
– H1, H2, H3 tags: The content of the page itself.
– Page Text
o Bold

“Invisible” On Page SEO (as a human when you browse the page you don’t see it)
– Description: when you do a search on Google, there are 2 lines of description that I write myself. Is going to help you to get more clicks on your webpage. It’s a little bit promotional. It’s about encouraging people to click on your link.
– Keywords
– Alt text on images: description of what the image is about.

Vidéo 5: Hubspot Webinar Inbound Marketing and SEO Offpage SEO


– Google Page Rank
o It is essentially a measure of how important Google thinks your site is
o It is a 0 to 10 scale
o Exponential scale (get from a 3 to a 4 is 4 time harder, from a 4 to a 5 it is even another 4 time harder). Really hard to move up the scale.
– Inbound Links
o Web pages that link to your website. It is important to know how many people link to you.
– Link Anchor Text
o The text that is in the link to you

75% of SEO = Off Page
Most of the off page factor is governed by links
Why are links so important?
The first thing is that Links are really difficult to fake.
– Recommendations from friends
1. “I know Mike Volpe”
2. “Mike Volpe is a marketing expert” (Name + content around that = give a sense)
3. Seth Godin: “Volpe’s a marketing expert”
– Links are online recommendations, so they word the same way as recommendations from friends. 3 sort of recommendation that a link can have;
1. A link: good but it doesn’t show any conext.
2. Anchor text: Internet Marketing: telling that HubSpot is good for Internet Maketing.
3. Link is from a trusted website: I it from your blogsite or is it from Google SE is going to give more power to the link.

Link Building Tips
– Directories: Yahoo,,…
– Partners: companies that make resell your product, companies you have a partnership with…They should link to you and with the right anchor text.
– Content is king: the better content, the more content you have, the more interesting your content is, content really drives links on the Internet.
o Start a blog is a great way to join the blogosphere and start generate more links to your site
o Create a tool (, people love free tools. People will link to it because it is useful, and it is valuable.
o Other viral videos, photos: advices, visuals from you product.
– Press Releases: can be a great source of content. People don’t really share those but what is interesting is to put a link to your website into the press release and you can do it with the anchor text that you want because you write it and you can control it.
– Social Media: getting involved in Facebook, yahoo,…to make those scoail media link back to your website.
– Answers, Forums, Wikis: great way to have additional links to your website.

If you want to have it in a word document, just ask me !


Nice work, Daphné. I have not yet been able to go through this carefully, but I trust you did a fine job.

My question is whether this is used adequately by your fellow students. If this prevents them from watching the webinar themselves, too bad, learning opportunity lost!

This provides me the possibility of highlighting an interesting aspect of social media: it’s better to have your audience put up contents on your company blog than in other places you do not control. This is true for positive comments, but also negative ones: you can better react to negative elements on your own channels of communication. But this means you must welcome them. Not only negative comments, but also comments or contents that is spontaneous, “un-branded”. Remember Fed-Ex, who did the opposite. In this case, even if I have some reservations about the possible use of your summary (as I said just above), I’d much rather have you post this on the blog, than spread it without my knowing it! So… thank you!


I have got the same problem as Laurie… I can only watch the last one about the vocabulary…
Even if we click on the ‘youtube button’ the say that it is a private video. what can we do to become aware of those video?


Thank you Daphné – I have fixed the problem – all videos should now work correctly & publicly. Sorry about this. Any other glitch you noticed?


when I push on the play buttons , they say that it’s a private video, so I can’t watch it…


Thank you Laurie – I have fixed the problem – all videos should now work correctly & publicly. Sorry about this. Any other glitch you noticed?


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