Inbound - The Blog: The Secrets Behind Click To Close


What To Expect From PPC Vs. Organic And How To Optimize Both In An Inbound Marketing Campaign

Understanding The Expectations From Inbound Marketing Efforts Is Key To Lead Generation

I’m constantly searching the internet and marketing or sales performance sites for data on what’s working and what’s not working so well. I found this very interesting stat yesterday that explains a lot about the performance results we’ve seen from pay-per-click lately. reports that of distinct search queries in Google, only 3.4% resulted in a click on an AdWords (paid) ad. If we expand that to all search queries, the number drops to 2.6%. Google's making a massive amount of money on a small fraction of the searches that come into their engine. No wonder they need to get creative (or, perhaps more accurately, sneaky) with hiding the ad indicator in the SERPs.

Many of our inbound marketing prospects and clients view pay-per-click as the silver bullet they’ve been searching for (no pun intended) for years. Buy some Google ads and wait for the leads to come pouring in. As this Moz data and our own performance data shows, nothing could be further from the truth. 



The Science Of Search Applied As Part Of An Inbound Marketing Program

Inbound Marketing Is A Scientific Method Designed To Drive Leads And Search Is The First Part

Inbound scientist checking in here. I’ve been in the lab most of last week looking at a way to predict website visitors based on a variety of inputs and its coming along brilliantly. The next step is to test our calculations with a variety of clients and prove that the formula works consistently. Stay tuned. But today I want to share how you can apply science to help you get found more frequently on search engines.

Yes, it’s true. There is a science behind search engine optimization, or getting found on the web. The back story to that statement is the effort requires a complex connection of related marketing tactics executed synchronously over a period of time. It also requires a deep dive into the current search analytics, a well-defined SEO strategy and a plan of attack that you stick with and optimize over time.



The Top 5 Inbound Marketing Search Engine Optimization Tips To Help You Get Found

If Your Prospects Can’t Find Your Company Online, Youre Invisible

If you’ve been following anything going on in marketing over the past few years, you already know that individual marketing tactics are no longer effective unless they’re connected to other key marketing tactics.

Search engine optimization is one of the most important tactics, and if you’re working with an SEO firm with the sole goal of being on the first page of Google, you’re way off base.

Instead, getting found on the search engines is more about content, web, understanding your prospects buyer journey and connecting with influencers than it is about technical SEO. Of course, your website has to be architected properly, but today getting ranked has more to do with giving searchers what they’re looking for than the backlinks you have to the site.



6 Holes In Your SEO Strategy And The Inbound Marketing That Fills Them

Search Isn’t Just Search Anymore; Today It's Content, Conversion, Web And Social

Your inbound marketing is not helping you get found for those all-important keywords. It’s frustrating, right? No worries, we’re going to help you straighten this out today.

In 2016 and going into 2017, search is much more complicated than ever before. No more content stuffing, no more directory backlinks and no more duplicate content means your efforts to help your company rank on search engines is going to have to be much more strategic.

Instead of these technical cheats that used to work, today you need to have a much more authentic effort to help your company be found. That means your content, your website, your social media efforts and your overall approach to search all have to be much more strategic.



Google PPC Display Changes: Inbound Marketing Helps You Respond

Inbound Marketing Helps Companies Transition Away From PPC

If you use Google (and who doesn’t?), you might have noticed that the right-hand rail, where pay-per-click ads were displayed, has been removed. This happened on Monday, Feb. 22, when Google made the big change to how ads are displayed on the search engine results pages (SERPs).

Previously, Google AdWords paid ads appeared as the top three positions above the organic content, down the entire right-hand side of the page and at the bottom. These right-hand ads allowed for more advertisers to have a presence on the coveted first page of Google. Due to the auction format of AdWords, clients with smaller budgets often found visibility in these lower right-hand ads because they were usually significantly cheaper than the highly competitive top three positions.



Inbound Marketing Prediction: Questions Pass Keywords In Search

Inbound Marketing Sets The Table For Contextual Search

Back in April, I found this amazing article on the future of search. Aaron Friedman shares how search, mobile and our fascination with apps are driving the future of inbound marketing and, more specifically, how we get our information from the Web.

So, our first prediction for 2016 is that context will finally pass keywords as the main methodology for how you create content, optimize your web pages and get prospects to experience your business. Understanding how potential customers will be interacting with your content is the first step toward getting ready for this context revolution.

Here’s how this bold prediction should be influencing your marketing and sales strategy in 2016.



Inbound Marketing Helped Us Move From Page 10 To Page 1 On Google

Yesterday, I wrote that inbound marketing and search engine optimization have to be deployed in an orchestrated way. Today, I thought Id share a practical example of how we managed to go from being on page 10 of Google for a search term with a 98 difficulty score to being on page one – without using any traditional SEO tactics.

The science behind how we moved up 10 pages on Google is steeped with inbound marketing methodology. I want to be clear: This move took more than days or weeks. We made a commitment to tracking, adjusting and implementing subtle changes for months, which eventually resulted in a major milestone for us.



How Inbound Marketing Directly Impacts Search Engine Optimization

SEO Is Much More Complicated, And Inbound Marketing Focuses You

Inbound marketing’s impact on marketing tactics is well documented. The way we design websites, create educational content and even think about getting found has been changed forever by inbound marketing.

But, how much has inbound changed the way we approach getting more visitors from organic searches? Can search engine optimization exist without inbound?

As a business owner, CEO, VP of Marketing or VP of Sales, how do you know if your people are finding your company organically, and how do you go about making improvements?



Your SEO Strategy Sucks Because It Doesn’t Use Inbound Marketing

“People aren’t searching for what we do on the Internet.


Your prospects are searching for products and services like the ones you provide RIGHT NOW! If you doubt that, head on over to your browser, set up a Google AdWords account (it’s super easy) and see what keywords people are actually searching for that relate to your business.

Take a look at the image included here. Each month, 40,000 people are searching for “marketing strategies” on the Web. If we drove just 1% of those people to our website, that would be 400 new people. And if just 1% of them turned from visitors into leads, that would be four new leads from this one keyword phrase each month.



Inbound Marketing: On The First Page Of Google In Less Than 24 Hours

Inbound marketing takes time. We preach this to our clients and prospects religiously.