Pardot Webinar - Unlocking the Mysteries of SEO - A B2B Marketer's Guide
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Come join us as we unlock the mysteries of SEO – step-by-step.
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Pardot Webinar - Unlocking the Mysteries of SEO - A B2B Marketer's Guide
- 1. Unlocking the Mysteries of SEO A B2B Marketer’s Guide
- 2. Introduc@on <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>
- 3. 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.
- 4. 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
- 5. Page Structure Architec@ng SEO-‐Friendly Pages
- 7. 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 ??
- 8. 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”
- 9. Quality Control • Misspelling • Invalid Code (HTML & CSS) • Validator.w3.org & Google Webmaster Tools
- 10. META Tags Huge in the 90’s
- 11. 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"/>
- 12. Descrip@on Tag • Page Summary • “Elevator Pitch” • Reduces Bounce Rates • Under 155 Characters
- 13. Indexable Content • Avoid heavy use of Flash®, which search engines can skip • Always use alt text for images! • DescripUon becomes valuable
- 14. More is More How Quan@ty Can Drive Visibility
- 15. Keyword Density • Percentage of keywords v. total words • Complements the Keywords Tag • 1-‐3% is OpUmum
- 16. Page Quan@ty • Use More Pages, Less Copy • Keywords and Keyword Density • Site:yourdomain.com for a rough measure
- 17. Internal Links • Target the same domain • Categories pardot.com • Site Structure Company Product Resources LeadDeck
- 18. 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
- 19. 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
- 20. 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
- 21. 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
- 22. Ques@ons
- 23. Contact Informa@on Pardot Derek Grant 950 East Paces Ferry Rd SVP of Sales Suite 3300 derek.grant@pardot.com Atlanta, Georgia 30326 @derekgrant 404.492.6848 877.3B2B.ROI www.pardot.com