Download - Pardot SEO Webinar - "Unlocking the Mysteries of SEO"

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 ??

http://www.pardot.com/leaddeck

http://www.pardot.com/leaddeck

http://www.pardot.com/leaddeck-real-time-alerts



http://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

[email protected]

@derekgrant

Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326

404.492.6848877.3B2B.ROIwww.pardot.com

Contact Information