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Search engine optimization (SEO) has held the mystique of being complex and even confusing for some marketers. In truth, it is one of the most useful approaches to increasing and improving visibility of your website or web pages in search engines. Come join us as we unlock the mysteries of SEO – step-by-step.
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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
@derekgrant
Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326
404.492.6848877.3B2B.ROIwww.pardot.com
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