Inbound - The Blog: The Secrets Behind Click To Close


How We Used Inbound Marketing To Rank On Page 1 For A Highly Searched, High-Difficulty Keyword In Just 90 Days

Content Marketing, Website Optimization, Blogging And Search Engine Optimization All Contribute To Getting Ranked, Getting Found And Getting Leads

Today, rock star marketing execution means there are no silos. Marketing orchestration means all of the tactics are perfectly synchronized with each other, running in a seamless, integrated and strategic way. Want to produce an increase in visitors to your website? Then you need to get found more on Google.

To do that you need a search-centric content marketing effort, onsite website optimization, offsite backlinking and continual blog article publication that includes keywords, phrases and contextual questions. You also need access to data, the ability to interpret the data, a team that can respond to the data and the ability to iterate your tactics to produce results-driven improvements. This isn’t easy.



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.



7 Surefire Ways To Fail At Content Marketing Lead Generation

In The Battle To Drive Revenue And Profits, Content Marketing Is A Critically Important Weapon

Content Marketing Drives RevenueThe content on your web pages, blog posts, landing pages and downloadable educational resources gives you an opportunity to attract prospects, build trust with them and answer questions critical to their buyer journeys. Without content, your digital marketing assets would be a series of empty web pages.

Content is everything. If you fail to make it a cornerstone of your marketing strategy, your lead generation efforts will suffer. Unfortunately, far too many businesses don’t know how to put the right strategy behind their content.

Here are seven surefire ways to fail at content marketing. Work hard to avoid these at all costs.



You Won't Rank For Keywords If You Can't Convert Your Landing Pages

How Inbound Marketing Connects Search And Conversion

No one knows exactly how the Google search algorithms work, but we know Google improves rankings for pages that deliver value. We’re also pretty sure that if your page delivers a conversion, Google views that as a mark of the page's value for the visitor. 

This means search engine optimization has a new paradigm, one that includes conversion strategy. No longer is it enough to deliver a page with the right URL, the right copy, the right tags and the right descriptions. Today, if you want to rank for keywords, you have to ensure you convert your landing pages too.

Here are a few upgrades you can make to your landing pages today to improve your rankings tomorrow.



On-Site Vs. Off-Site SEO: How To Cover Both With Inbound Marketing

We get requests from authors to post their guest blog articles here almost every week. We evaluate those articles and, as you know, rarely accept them, but this one was especially strong. So, here is a guest blog article from George Zlatin, President and Director of Operations at Digital Third Coast.

Here’s the dilemma: You’ve been pumping out post after post on your company’s blog, but it feels like no one’s listening. You’ve got great content on your site, but the site doesn’t rank well in search engines. You’re making the fundamental effort upfront, but it’s not translating to results for your business. Now what? 

I’ve been running an SEO agency in Chicago for close to 10 years. In recent years, we’ve used HubSpot to manage our inbound marketing, and the results have been great. I’ve seen firsthand the power of good, comprehensive SEO practices and how they’re essential for setting up inbound marketing success. I promise, if you can figure out the search engine optimization strategy upfront, your inbound efforts will be much more effective at driving quality traffic and increasing sales. 



How Inbound Marketing Fits Perfectly With The Future Of SEO

It’s The Combination Of Tactics That Makes Inbound Marketing Such A Brilliant SEO Strategy

When I read a great article that gets me thinking, I’m happy to share it with all of you. This one about the future of SEO touched a nerve. It’s such a constantly changing area, and it represents a key element of everyone’s marketing. If you can’t be found when people are looking for you, you’re done from a marketing perspective.

But, this article brings up a brilliant point: that search engine optimization strategy actually represents so much more than what you might think. Actually, when I read about what Patrick thinks makes up SEO, I saw almost everything we do in our inbound marketing engagement.

So, let’s look at what you need to be focused on in order to take advantage of SEO in the future.



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?



The 3 Unbreakable Rules Of Conversion Optimization

Once your inbound marketing campaign is in full swing, you may become a little obsessed with checking your metrics. If you’re executing a thoughtful keyword strategy to boost your search engine optimization (SEO) efforts and blogging regularly, you’re probably noticing a significant increase in your website visitors.  

But are you seeing a corresponding increase in revenue? If not, you may need to get serious about conversion optimization.

Conversion optimization, also known as conversion rate optimization or CRO, is the practice of making changes to your website pages and landing pages to increase conversions on your site. Your conversion rate is the number of visitors to your site divided by the number of those visitors who take a necessary action to move them along their buyer journey.

Since conversion optimization is directly tied to revenue, it’s an increasingly popular tactic. If you’re looking to get started optimizing your site for conversions, follow these three rules.