SEO Writing with Hubspot

Submitted by Tawny Sverdlin on Wed, 09/16/2009 - 14:02.

CAREER DEVELOPMENT

I am always in search of new ideas to stimulate my work. Ever since I learned how to write web copy I have been following Hubspot's blog (http://blog.hubspot.com/) to gather fresh ideas and pick up tips.

On September 10th 2009 I attended a virtual seminar by Hubspot's Inbound Marketing Manager Rick Burnes. Burnes is responsible for managing Hubspot's blog community and overall content creation. Hubspot is a great resource for new professionals who need research tools but who cannot yet afford to spend loads of money on expensive seminars and materials. Many search engine optimization (SEO) tricks are simply based on common sense. For example, the more relevant and valuable content a company produces the more visitors it will receive. Good web copy uses lots of action words and engages its audience in a very concerted manner.

How do you get to the top of the search engines? There is no exact answer to this question although Burnes did offer some clear ideas about how it is possible. SEO requires you to pick your keywords well. For example, if you are selling Ninja costumes use specific strings of keywords like "Ninja Halloween Costumes" rather than simply "Ninja." Another way to hook potential clients is to add keywords to images to make them as hospitable as possible to search engines like Google Image. Since a website is a hub of incoming and outgoing traffic good web content should link out to as many sites as possible. Links imply trust and the more a company gives out the more it will receive.

In Hubspot's own words its vision is "to provide a (killer) marketing application and provide great advice to small businesses enabling them to leverage these disruptive effects of the internet to 'get found' by more prospects shopping in their niche and to convert a higher percentage of prospects into customers." In other words, Hubspot helps companies improve their search engine optimization and get found by more potential customers online.

Similar to Google, the founders of Hubspot met in college. Both founders attended MIT and were very interested in the transformative impacts of the internet on small businesses. They were also early adopters of web 2.0 concepts. Founded in 2006, the company has grown to boost more than 1600 customers and 95 employees. Hubspot software has two basic functions. The first is to allow businesses to get found more easily. The second part helps companies analyze the results with increased ease.

Inbound marketing consists of using social networks and content sites to gain more points on search engines. As in anything else concerning library or information science, the more entry points an article has the more likely it is to be well-used. Traditional marketing is often referred to as outbound marketing and consists of snail-mail, cold calls, and other forms of contact in which contact is made with people who don't necessarily want or need to hear about a company's product.

Many new companies like Google and Amazon rely strictly on inbound marketing techniques and have seen exponential growth. Through the process of publishing, promoting, and optimizing targeted web copy companies are able to convert more potential clients into loyal ones.

Of course inbound marketing requires more than just a Twitter account. It also requires a great deal of time and creativity. In many ways inbound marketing requires even more creative thinking than traditional marketing. The primary characteristic of effective web copy is that it is interesting to read. Perhaps not in the same way that a novel is but rather in a concise and targeted way.

Of course SEO can go wrong. Often times companies generate low quality copy that uses a certain set of keywords over and over in either a generic or nonsensical way. The instant a consumer doubts the competence of the author or company they lose confidence in their products and services.

Often new media uses a more casual tone than traditional marketing. Nobody likes to be preached at, especially in regards to a product. Compare the tone of an infomercial to that of a tweet for example. In comparison to the brief and casual style of a status update seems far more personable than the outrageous claims of a work out device aired on the late night airwaves. Not to mention that the tweet costs nothing!

In the simplest terms the more content a business produces the more traffic it will attract. No wonder that blogs have become an essential element of every successful business! Blogs should never just contain information about the product's themselves but instead should discuss relevant content that applies to the company.

LibGig is a great example of how a blog site varies from topic to topic but stays relevant to the field of information science. Everyday more content is accumulated and adds points to the company's ranking on Google. None of the content is fake or purely self promotional but it does leave the company fresh in the minds of potential clients.

Tawny Sverdlin's blog
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