their seo strategy changed online marketing foreve with timestamps YoutubeScribe.com

[0:00] In 2015, this company was pulling in
[0:02] millions of free visitors to their site.
[0:04] Unlike their competitors who were
[0:06] burning their cash on advertising, this
[0:08] sales exec and software engineer duo
[0:10] spotted an opportunity, one that would
[0:13] change the SEO industry forever. They
[0:15] didn't have big budgets, a big team, or
[0:18] extensive marketing experience. So, how
[0:20] did they manage to break through and
[0:22] compete with companies spending millions
[0:24] of dollars in ads? Well, they had a
[0:26] genius SEO strategy that helped launch
[0:28] their company, HubSpot, into
[0:29] billion-dollar status. And I'm going to
[0:31] break down the playbook that millions of
[0:33] marketers and companies copied and still
[0:36] use today. But I need to take you back
[0:38] to 2006 where it all started. Back then,
[0:42] online marketing was very different. A
[0:45] lot of it had to do with buying ads and
[0:48] being very disruptive. People didn't
[0:50] know that you could get traffic for
[0:52] free. And so Darmmes Shaw and Brian
[0:55] Halagan who are the co-founders of
[0:57] HubSpot they basically came up with this
[1:00] idea of inbound marketing. In their book
[1:03] inbound marketing they argued that
[1:04] shopping had changed and that
[1:06] interrupting potential customers via
[1:07] outbound methods was inefficient. The
[1:10] real key to growth was inbound
[1:12] attraction and the best way to attract
[1:14] people without breaking the bank SEO.
[1:18] They figured, well, hey, if you know,
[1:20] people are searching for best marketing
[1:23] software, we might as well just get them
[1:25] to come to us. Inbound marketing was
[1:28] working. But the founders of HubSpot saw
[1:30] a much bigger opportunity. If they were
[1:32] right, it wouldn't just drive traffic.
[1:34] It would become the foundation of a
[1:36] billion-doll growth strategy powered by
[1:38] SEO. So around 2016, HubSpot was about
[1:42] to stress test their vision by building
[1:44] a dedicated all-star SEO team and making
[1:47] organic search their primary growth
[1:49] engine. What happened next was beyond
[1:51] any marketer's comprehension. So this is
[1:53] basically their organic traffic. They
[1:55] had massive rapid growth throughout the
[1:58] years. It's just like up and to the
[2:00] right, up and to the right, up and to
[2:02] the right, up and to the right, and
[2:04] right, right, right, and they just kept
[2:06] going up. Their most visited page from
[2:08] organic search was hubspot.com. And you
[2:10] know, they'd have things like this, like
[2:12] follow-up email after an interview, how
[2:15] to build Excel graph. They're creating
[2:18] content that seems somewhat random,
[2:20] right? So, like, why do they need to do
[2:22] that as a sales and marketing tool?
[2:24] HubSpot had cracked the SEO code and was
[2:26] pulling in millions of visitors. On the
[2:28] surface, it looked like they were just
[2:30] chasing traffic. But look closer and
[2:32] their strategy becomes undeniable. Every
[2:35] page, every article wasn't just about
[2:37] ranking. It was about turning search
[2:40] traffic into real business growth. Their
[2:42] SEO strategy wasn't separate from their
[2:44] marketing funnel. It was the driving
[2:46] force behind it. This was exactly what
[2:49] Shaw and Halagan outlined in part three
[2:51] of their book. Check this out. Every
[2:54] piece of content that HubSpot creates is
[2:57] built around a lead magnet. This is
[2:59] right below the heading. Download now.
[3:01] 30 follow-up email templates. You click
[3:04] on it and you end up at
[3:06] offers.hubspot.com and now you can
[3:08] download it for free, but you got to
[3:10] enter your email, right? Look, you can
[3:13] download Facebook covers and templates.
[3:15] They've basically templated their
[3:17] marketing strategy, their SEO strategy,
[3:19] which makes a whole lot of sense here.
[3:21] They probably have hundreds and hundreds
[3:23] of pages. Even their offers page gets
[3:27] like 67,000 monthly organics. According
[3:30] to Hrefs, 1,043 different offers in
[3:34] here. So at their peak, yeah, they had
[3:36] roughly 10 million monthly organics just
[3:38] to their blog content. HubSpot's blog
[3:41] was a lead generating machine, but blog
[3:44] content was just the beginning. Blog
[3:46] content was just one format that people
[3:47] were using for content marketing.
[3:49] HubSpot had a much bigger play in mind,
[3:51] one that would capture more leads using
[3:53] a strategy few companies were taking
[3:55] seriously at the time. On page 100 of
[3:58] their book, Sean Hulligan put it
[4:00] plainly. They were going to create
[4:02] content with code instead of text. They
[4:05] also created tools. You can see a whole
[4:09] bunch of free tools. So, what are they
[4:11] doing with these free tools? Let's see
[4:12] all of them. Uh, their AI search
[4:15] grader. Look at that. You got to enter
[4:17] your information in order to use their
[4:19] AI search graater. I'm going to take all
[4:22] these tools that they have. All right,
[4:24] so I've got a list and let's see how
[4:26] much traffic these URLs have gotten over
[4:29] time. Wow. Wow. That's actually a lot
[4:32] more traffic than I thought in 2015.
[4:36] They started with like next to no
[4:37] organic traffic to these tools. these 10
[4:39] URLs, you know, have consistently been
[4:42] driving
[4:43] 160,000, 130,000, 100,000 monthly
[4:47] organic visits to a lead generation
[4:49] page. They are allin on inbound
[4:52] marketing via SEO. They create
[4:55] subfolders for each of their products,
[4:58] right? So, marketing, sales, website,
[5:00] service. They acquired the hustle, and
[5:02] we'll we'll get into that a little
[5:04] later. And then they're attracting their
[5:06] customers, people who will be interested
[5:07] in a marketing tool, who will be
[5:08] interested in in a sales tool, who will
[5:11] be interested in a website builder, and
[5:13] they're creating content around those
[5:14] pages, creating lead magnets, and
[5:16] eventually trying to sell them through
[5:18] email, through probably retargeting ads,
[5:21] and probably using their own tools to
[5:24] actually do that. And I think that's a
[5:26] pretty freaking cool thing to do. Yeah,
[5:29] I dig that. HubSpot wasn't just
[5:31] following the playbook they outlined in
[5:33] 2014. They were proving it worked and
[5:36] were defining what SEO could do for a
[5:38] business. But they were about to take
[5:39] that philosophy to the extreme. Instead
[5:42] of just giving away content and
[5:43] lightweight tools, they were about to
[5:45] give away something far bigger,
[5:47] something that could put their entire
[5:49] business at
[5:50] risk. So back in like 2016, I remember
[5:54] when HubSpot released their free CRM. It
[5:57] was all the rage. Like this is a time
[5:59] where most stuff costs something right
[6:02] now. Like we give content for free. We
[6:04] have an influx of content. Like we have
[6:06] we have too much content inventory that
[6:09] now we're fighting for attention, right?
[6:11] So it was a very different world back
[6:13] then where if you gave something for
[6:15] free like software, like a big tool like
[6:18] this, like everyone would talk about it.
[6:20] And that's what happened with HubSpot.
[6:22] I'm guessing it was a very calculated
[6:24] and deliberative move where they would
[6:27] sacrifice short-term revenue in exchange
[6:31] to create an ecosystem. Their CRM is
[6:34] kind of at the core of everything and
[6:37] everything else, all the tools that they
[6:38] create kind of integrate with that CRM.
[6:41] And it's basically like like looking at
[6:42] Apple versus Samsung. So you buy an
[6:45] iPhone, you buy a Mac because your
[6:47] calendar sync up. for HubSpot to give it
[6:49] for free was was clutch like for a lot
[6:52] of people who couldn't afford it at that
[6:53] time. And one of those people was me.
[6:57] And there were so many different ways to
[6:58] use it. Like I used it for for link
[7:00] building for outreach. It was free. Like
[7:03] actually free. They're giving you free
[7:06] stuff. You're giving them permission to
[7:07] contact you, which is not a bad thing
[7:09] cuz you're getting value from that as
[7:11] well. They're able to understand what
[7:13] you're interested in and they're able to
[7:15] recommend different products that they
[7:17] have. That might even just be the free
[7:18] CRM to get you in their ecosystem. Then
[7:21] they're able to offer you different
[7:22] products there, too. So, I think that's
[7:23] that's mad cool. HubSpot's free CRM
[7:26] wasn't just a giveaway. It was a Trojan
[7:28] horse into their ecosystem. But their
[7:30] strategy didn't stop at SEO or free
[7:33] tools. They were about to take an even
[7:35] bigger swing. One that would transform
[7:37] them from a software company into
[7:39] something much more.
[7:42] Around four years ago, Dermesh Shaw, he
[7:44] posted something on LinkedIn. He said,
[7:46] "Modern media companies have a software
[7:48] company embedded inside. NextG software
[7:51] companies will have a media company
[7:54] embedded inside." And so, HubSpot, they
[7:57] created something called the HubSpot
[7:58] Podcast Network. They have all sorts of
[8:01] different great podcasts on here that
[8:03] people who are interested in business,
[8:06] marketing, sales would be interested in
[8:08] and they're getting attention in your
[8:10] ears. They made a decentsized
[8:13] acquisition of the hustle. So Sam Parr
[8:15] who was the founder, he says, "My
[8:17] company, the hustle is being acquired by
[8:19] HubSpot. The goal is to build the
[8:21] largest business content network in the
[8:23] world." So, HubSpot is acquiring a media
[8:26] company and DHS is basically putting his
[8:30] money where his mouth is. HubSpot had
[8:32] moved beyond SEO, but they hadn't
[8:34] abandoned their playbook for good
[8:35] reason. They were still using content to
[8:38] attract attention, capture leads, and
[8:40] convert customers. Only now, they
[8:43] weren't just ranking on Google. They
[8:45] were building an entire media empire. on
[8:48] My First Million on every single episode
[8:51] that they publish, they are promoting
[8:53] HubSpot. In the middle of the podcast
[8:56] episodes, they always have an ad read
[8:58] for HubSpot. And it's the same thing.
[9:00] People are consuming content. This time,
[9:02] they're not going in through search. So,
[9:04] they don't have a specific intent, but
[9:06] they just want to listen to whatever Sam
[9:08] and Sean are talking about. And they're
[9:10] offering lead magnets now through video.
[9:13] What are they offering? They're offering
[9:15] a playbook to spot business trends. Got
[9:18] to enter your email to do that and you
[9:19] end up getting input into their sales
[9:22] tool and through whichever funnel you'll
[9:24] end up going through depending on how
[9:25] you behave. So HubSpot, a $ 38 billion
[9:28] company today. They started small with
[9:31] an idea of inbound marketing. They would
[9:34] attract free visitors through SEO,
[9:36] through Google search, and they would
[9:38] convert many of those people into leads.
[9:41] Then using their own sales tools, they
[9:44] would qualify those leads, convert some
[9:46] of them into customers, bring others who
[9:48] weren't ready to make a purchase into
[9:50] their ecosystem through their free CRM,
[9:53] and eventually they would be able to
[9:54] upsell different tools as those
[9:56] businesses grew, which has clearly
[9:59] worked and has helped build the empire
[10:01] that they are today. So, good on you,
[10:04] HubSpot. If you want to learn how to get
[10:06] traffic from Google, watch our free SEO
[10:08] course for beginners right here on

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