search search
search search

Inbound Marketing Journal - Week 1

By John McTigueFeb 11 /2009

Week 1 - Preparing for the Campaign - Remember the purpose of our inbound marketing campaign - to attract new customers via our Web site ( To do that we first needed to get our Web site in shape and ready to work, so here's what we have done so far:

  1. Reworked the design to make it easier to read and navigate
  2. Reworked the content to make it clear who we are, what we do and why doing business with us is valuable to you
  3. Created a call to action on every page - "contact us today for a free consultation"
  4. Checked to make sure that we have used h1, h2, h3... tags and image alt tags to highlight our key concepts on every page
  5. Added metatag titles, keywords, and descriptions that fit the content of every page and highlight our message
  6. Googled the most popular keywords in our market segment and incorporated them on pages containing relevant content
  7. Added a Google Sitemap and used the Google Webmaster tools to clean up old pages that no longer exist
  8. Submitted our site to DMOZ, Yahoo, and ZoomInfo directories
  9. Created our Blog, of which this Inbound Marketing Journal is a regular featured entry.
  10. Joined and submitted our Blog to Technorati,, and Digg
  11. Added bookmark links to our Blog pages (allowing visitors to bookmark and tell their friends about us)
  12. Added Google Analytics to all of our pages to measure traffic, sources, loyalty, etc.
  13. Measured our initial results using Website Grader, Hubspot's cool SEO/SEM evaluator.

First Measurements - Baseline vs. Week 1

Before we did any of the steps above we received a score of 44 (out of 100) on the Website Grader. The report showed us many of the steps we had missed in attempting to optimize our site for SEO/SEM and made recommendations. After following through on most of those recommendations, our score rose to 64! This means that we are already in stronger position to attract new business traffic to our site, without even doing any of the social media aspects of inbound marketing. We expect that our efforts on that arena will improve our score even more and lead to increased traffic, retention and new business (conversion).

Next Week - Getting Social

We hope you will continue to join us in our journey. Our intention is to tell you what's really happening as we use the latest Internet marketing strategies on our own business. Your comments and experiences are welcome!

The Author

John McTigue

With over 30 years of business and marketing experience, John loves to blog about ideas and trends that challenge inbound marketers and sales and marketing executives. John has a unique way of blending truth with sarcasm and passion with wit. You can connect with John via LinkedIn, Twitter and Google Plus.