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Come join us as we unlock the mysteries of SEO – step-by-step.
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Unlocking the Mysteries of SEO A B2B Marketer’s Guide
<body> <b>I’m Derek Grant</b> <ul> <li>Pardot Sales</li> <li>Mo4o:</li> </ul>
<h3>Be Brief, Be Brilliant and Be Gone</h3> </body>
Introduc@on
What is SEO?
Search Engine Op@miza@on (SEO)
The process of improving the visibility of a website or a web page in search engines, via the "natural” or un-‐paid
("organic" or "algorithmic”) search results.
PageRank – Respect My Authority! Iden@fy your PageRank (PR)
Site Page Rank
Google 10
Facebook 10
Wikipedia 9
MicrosoD 9
Apple 9
Your Site ?
Use Google PageRank Checker or SEOquake
Page Structure Architec@ng SEO-‐Friendly Pages
Long Tail Search
Friendly URLs Help 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-‐2me-‐alerts Rates Well for LeadDeck, Real-‐Time
Alerts
www.pardot.com/pageid=10 ??
Meaningful Page Titles What’s in a Page Title? • Most important words first • Include criUcal points of data • No more than 63-‐69 characters • Unique for Every Page
“Resources |Marke2ng Automa2on by Pardot” vs.
“Pardot – Marke2ng Automa2on”
Quality Control
• Misspelling • Invalid Code (HTML & CSS) • Validator.w3.org & Google Webmaster Tools
META Tags Huge 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="marke@ng automa@on, lead nurturing, roi repor@ng, pardot"/>
Descrip@on 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!
• DescripUon becomes valuable
More is More How Quan@ty Can Drive Visibility
Keyword Density • Percentage of keywords v. total words
• Complements the Keywords Tag
• 1-‐3% is OpUmum
Page Quan@ty • 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 Links Good Inbound Links: • Off-‐site blogs • Industry forums • PR posUng services • Social media (LinkedIn, Facebook and Twi4er)
• 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 DescripUon
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
• PenalUes far outweigh any benefit
Ques@ons
Derek Grant SVP of Sales
@derekgrant
Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 877.3B2B.ROI www.pardot.com
Contact Informa@on
