pardot seo webinar - "unlocking the mysteries of seo"
Post on 09-May-2015
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Unlocking the Mysteries of SEOA B2B Marketer’s Guide
<body><b>I’m Derek Grant</b><ul><li>Pardot Sales</li><li>Motto:</li></ul>
<h3>Be Brief, Be Brilliantand Be Gone</h3></body>
Introduction
What is SEO?
Search Engine Optimization (SEO)
The process of improving the visibilityof a website or a web page in search engines, via the "natural” or un-paid
("organic" or "algorithmic”)search results.
PageRank – Respect My Authority!
Identify your PageRank (PR)
Site Page Rank
Google 10
Facebook 10
Wikipedia 9
Microsoft 9
Apple 9
Your Site ?
Use Google PageRank Checker or SEOquake
Page StructureArchitecting SEO-Friendly Pages
Long Tail Search
Friendly URLsHelp your brand stand out!• Use keyword-rich URLs• Limit folders/directories• Use hyphen “-” or underscore “_”
www.pardot.com/leaddeck Rates Well for LeadDeck
www.pardot.com/leaddeck-real-time-alerts Rates Well for LeadDeck, Real-Time Alerts
www.pardot.com/pageid=10 ??
Meaningful Page TitlesWhat’s in a Page Title?• Most important words first• Include critical points of data• No more than 63-69 characters• Unique for Every Page
“Resources |Marketing Automation by Pardot”vs.
“Pardot – Marketing Automation”
Quality Control
• Misspelling• Invalid Code (HTML & CSS)• Validator.w3.org & Google
Webmaster Tools
META TagsHuge in the 90’s
Keyword Tag• Most Important Concepts
on the Page• Recommend 10-15
keywords• Limited Impact on SEO• Put keywords in the
document body
<meta name="keywords" content="marketing automation, lead nurturing, roi reporting, pardot"/>
Description Tag• Page Summary• “Elevator Pitch”• Reduces Bounce Rates• Under 155 Characters
Indexable Content
• Avoid heavy use of Flash®, which search engines can skip
• Always use alt text for images!
• Description becomes valuable
More is MoreHow Quantity Can Drive Visibility
Keyword Density
• Percentage of keywords v. total words
• Complements the Keywords Tag
• 1-3% is Optimum
Page Quantity• Use More Pages, Less Copy• Keywords and Keyword
Density• Site:yourdomain.com for a
rough measure
Internal Links• Target the same domain• Categories• Site Structure pardot.com
Company Product Resources
LeadDeck
Inbound LinksGood Inbound Links:• Off-site blogs• Industry forums• PR posting services• Social media (LinkedIn,
Facebook and Twitter) • Partner Sites
Page quality can hurt
Quick Wins• 301 Redirect
• Create and Submit an XML Sitemap• Google Webmaster Tools• Ask• Yahoo!
• DMOZ and Yahoo Directories• Cost Associated for Yahoo• Free but long process for DMOZ
• Blogging
More Sources of Good Content• Expose your knowledge base
or user community• Naturally keyword rich• Long tail search terms• More contributors
(support/services) help SEO• Clients contribute
• Webinar Videos• Abstract in Description
Avoid the “Black Hat”• If it seems too easy, it’s probably a bad
idea• Hidden links on your site• Paid links (even big companies do this!)• “Keyword stuffing” your meta tags or content• “Cloaking” – showing very different content
to search engines than you do to humans
• Penalties far outweigh any benefit
Questions
Derek GrantSVP of Sales
derek.grant@pardot.com
@derekgrant
Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326
404.492.6848877.3B2B.ROIwww.pardot.com
Contact Information
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